Analysis of the Usage of Social Media for Marketing and Promotion

Abstract

With the development of online information and network communication technology, the Internet is entering people's work and life. In recent years, as an emerging shopping method, online shopping has attracted more and more consumers for its fashion and convenience. In the past two years, live streaming and short videos have become the most important carriers of online marketing and communication activities. Among them, the network anchors represented by Internet celebrities and traffic stars either focus on content marketing, create scenes to endorse brands or use live streaming to bring goods. Different business models are tried in the industry, gradually forming a relatively complete live video industry chain. This article analyzes how businesses use social media for marketing and promotion from two aspects of how companies use social media for marketing and advertising. The paper focuses on the rapid development period of the Internet economy in the post-epidemic era. It analyzes the new way out of brand marketing, such as live streaming and delivery. Consumer groups love social media because of its social and interactive features, which reduce the cost of acquiring customers for brands. Finally, the article starts from two aspects of the social environment and network environment, summarizes the general environment of China's online shopping, and promotes the healthy development of China's online shopping.