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Figure 1 Number of social media users worldwide from 2010 to 2021 (in billions) (Statista 2019a) Social media includes various platforms where people and businesses can share content. Each of the platforms works in different ways and have their own benefits and disadvantages. Some of the most popular social media platforms in 2019 are Facebook, YouTube, WhatsApp, Instagram and Twitter, when looking at the number of users and their real activity on the platforms. (Ahmad 2019.) 2.2 Social media marketing Social media marketing cannot be described in the one right way. But the basic concept is that people can share content through an electronic platform. Social media marketing means communication, which is more interactive than with traditional marketing tools such as tv or the newspaper. Not only the company itself is creating content for the organization or the brand itself, but also the consumers are now part of the process. One point that is certain when talking about social media marketing is that it opened new doors for companies and especially brands. The possibilities to interact with a great amount of people and potential customers have increased drastically. Social media creates a connection between people and a different way how to present a brand. (Agresta & Bough 2011, pp.2-4.) Social media is powerful because as a content creator one can reach thousands of people who then share again the message. In addition to that, one can respond more easily to potential customers’ opinions and needs. Since there has been a 11PDF Image | Brand-Awareness through Marketing on Instagram
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