Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Promoting engagement with brand posts tends to be important for brands and marketers who aim for success in social media marketing. With the variety of social media available today, it can be difficult for brand and marketing practitioners, especially small brands, to coordinate their efforts across different platforms. This study examines platform and content strategies in terms of engagement with brand posts through data mining and one-way ANOVA. The results suggest that for each brand, engagement with brand posts can be improved by choosing an appropriate platform strategy, instead of using a different content strategy across platforms. These findings contribute to a limited analysis of platform strategies for social media marketing engagement of today's brands. Exploring Different Platforms and Content Engagement on Social MediaToday, it's important to increase social media engagement. The variety of social media available makes it difficult to coordinate efforts across different platforms. This study examines platform and content strategies in terms of engagement on 9330 posts. The results suggest that engaging platforms, such as TikTok, can increase engagement more than using different content strategies across platforms.