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In short, targeting on social media platforms is a strategy of showing ads or content to a selective audience.
For instance, if a new type of shoe is being sold, the ad could be displayed only to those who have demonstrated an interest in shoes, reside in a certain location, or belong to a specific age group. This approach ensures that the ad reaches individuals who are more likely to purchase the shoe.
Targeting involves locking in on particular market segments, which are differentiated based on behaviors, demographics, interests, and purchasing habits. By accurately targeting their advertising efforts, companies can personalize their messages, products, and marketing channels to the specific needs and preferences of their target audience.
Targeting can result in increased engagement and conversions, as well as efficient utilization of marketing resources. Furthermore, targeted campaigns often result in higher brand recognition, customer loyalty, and long-term growth.
In early 2019, Gillette introduced a social media campaign showcasing a short movie on YouTube. The short flick portrayed men grappling with traditional masculinity standards that the company had once promoted in a positive light. These included difficulty in showing emotions, unwanted sexual behavior, and bullying. However, the film also showed positive masculine behavior, such as defending others and showing love and care toward loved ones.