Big Data Social Media Marketing: Big Impact and The Future

Big Data Social Media Marketing – Since the advent of social media platforms, social media marketing has evolved with this trend. Today, this is one of the most effective ways for companies to reach the target audience.

This is why companies spend billions of dollars on social media advertising. According to Statista, the US is expected to spend $47.9 billion on social media advertising in 2021, out of more than $198 billion projected for total media advertising spending.

Marketers are constantly looking for ways to improve their social media marketing strategies. One of them is the implementation of big data analytics. This allows marketers to more accurately segment customer audiences, build more effective sales funnels, and create successful advertising campaigns.

In this article, we take a look at how big data impacts social media marketing and what tools you can use to effectively analyze big data in media.

Big Data Changed The Way Businesses Advance In The Social Media Market

Big Data Social Media Marketing Big Impact and The Future

Big Data is having a significant impact on our lives and the business world. It has already changed the way retail, agriculture, banking, healthcare and other industries do business.

With the insights gained from processing large amounts of big data, companies improve their business strategies and reduce their manufacturing and operating costs.

Social media platforms are no exception. Originally conceived as a social networking and entertainment site, they are now used as a source of valuable data about potential buyers.

Companies that promote their own brands collect and process data that users post on social networks, such as B. Likes, photos, comments in forums and communities, etc.

The amount of data that companies have to work with is enormous. Through intelligent processing, they can create accurate profiles of their customers.

According to Statista, Instagram alone published about 500 million daily active stories in 2019, with the number of social media users growing rapidly, reaching 79% in Western and Northern Europe and 74% in North America.

Various brands are already actively researching their target audience and how they behave on social media. This allows them to better target their ads and successfully grow their customer base.

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In addition, marketers can plan and track marketing campaigns and set their future social media strategies. And these are just a few examples of how companies can leverage big data analytics from social media to benefit their brands.

The Future Of Social Media Marketing With Big Data

Many companies are already successfully using big data solutions in their work, helping companies to maintain a competitive advantage in their niches. Meanwhile, big data analysis is becoming more accurate and comprehensive in combination with other advanced technologies.

Here are just a few examples of how big data can be used alongside artificial intelligence and the Internet of Things to improve social media marketing.

Artificial intelligence

Artificial intelligence (AI) is the analytical core of big data technology. It processes and systematizes data received from social network users. In addition to data management, AI supports chatbots and virtual assistants, which can also collect customer data in human conversations.

AI helps companies simplify communication with their customers via social media, making it more efficient and eliminating the need to waste too many resources and time.

internet of things

The Internet of Things (IoT) can help companies collect data from social media to personalize their advertising campaigns. Some examples of IoT monitoring tools are virtual assistants on smart speakers and smartphones, RFID-based bands that provide access to specific services and collect customer data, NFTs for marketing, and other devices.

How Big Data Can Help Social Media Marketers?

Marketers can use big data analytics to improve their campaigns and branded ads in many ways. Let’s look at important examples.


Using big data and machine learning algorithms, companies can analyze social media audiences and segment them into small groups based on age, tastes, race, gender, social status, and more.

This allows companies to advertise their products directly to interested users. As a result, marketers increase profits, reduce advertising costs, and are able to create effective marketing campaigns specifically targeted to their target audience.

Advanced Decision Making

With big data analytics, marketers can identify social media trends that they can use to make better decisions. For example, they can determine what ad campaign or email campaign to launch next, when to launch their discount programs, and more.

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Statistics in real time

Using various metrics and big data, marketers can track and evaluate the performance of their social media campaigns in real time. This approach allows you to track changes in ROI and campaign evolution, as well as make timely decisions about when to pause the campaign, adjust ads, etc.

Additionally, marketers can evaluate the success of the current social media campaign by comparing their stats to previous ones.

product information

Big data can share valuable information about what products consumers want to buy and when they want to buy them. Additionally, by collecting product reviews and personal user feedback, brands can launch a new product line or tailor existing products to better meet their customers’ needs.

Multiple data channels

The new technology of logging in and syncing data between Google and Facebook accounts has become a widespread strategy used by many social media platforms. This gives marketers more data from different channels to analyze and get a complete picture of their customers.

data protection

Since big data allows unlimited access to the personal information of every user on social media platforms, it is important to consider its security. Therefore, software developers use artificial intelligence along with big data technology to prevent data from being shared with third parties.

This can be, for example, face and voice recognition, registration notifications, two-factor authentication and others.

Predictive Analytics

Big data allows marketers to make predictions about the success of future campaigns based on past experience. In addition, computers can predict the upcoming decisions of customers since they often choose similar products.

SCAND example

Some companies use standardized digital solutions to analyze social media platforms. Unfortunately, they may not understand the collected data enough or provide irrelevant metrics for planned campaigns.

For this reason, many companies are turning to developing custom big data applications. This allows these companies to create applications that fully meet the needs of their business and create marketing campaigns that add great value to their brands.

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SCAND has more than 20 years of experience in software development, including specialized applications for big data analytics. Let’s look at one of the cases created by the SCAND development team that uses big data technology.

The SCAND team needed to develop an application that could analyze user profiles in order to successfully target advertising campaigns across the web. The application needed to perform detailed analysis of user behavior on the network and provide flexible access to the required analytics.

As a result, the SCAND team has developed a robust and highly functional solution that supports the following features:

  • big data processing;
  • automatic generation of reports;
  • visual analysis in the form of charts and tables;
  • standalone dashboard with key analytics;
  • Using Kafka and Hbase to collect analytics into a key-value store;
  • summary views;
  • data collection with Cassandra;
  • Processing similar SQL queries through Hive;
  • View and manage targeted campaigns.

Our team of experts managed to create a quality product and achieve all the goals of the project. They made it easy to navigate the social media campaign, ensured the campaigns ran smoothly and reached the most targeted audience

Final Words

Companies that use big data applications to promote their brands on social media benefit from these applications in many ways. They help you run your marketing campaigns more effectively, reach your target audience and spend less time and resources on advertising.

Big data technology is evolving rapidly and is expected to become even more accurate and comprehensive. This is possible thanks to continuous experimentation to combine big data with various advanced technologies such as AI and IoT.

Such combinations could revolutionize the world of marketing in the near future, and self-branded companies should be prepared for this shift.

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