Social Media Profiling for the Development of Online Marketing Strategies

Abstract Social media has become an almost permanent presence in our lives and in the business world. In the last two decades the marketing activity has changed greatly due to the development, of social interaction platforms such as Facebook, Instagram, Twitter, or TikTok. The usage of social media marketing has created new challenges for the marketing specialists which needed to adapt and adjust their strategies to meet the direction but the business environment is going. Among the challenges that the marketing world is facing when using social media is that of profiling the consumers (current and potential) in order to achieve a successful marketing strategy and therefore lead to higher financial gains. The current paper aims to bring forward the importance of social media profiling in the marketing activity while underlining some important theoretical aspects about social media and profiling and at the same time presenting the results over short secondary data analysis that shows some general profiles for Instagram and TikTok user, with a direct link to the evolution of the revenues generated by the advertising done on the two mentioned social media platforms.