Big Data Social Media Marketing: How Data Improves Big Impact

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

This is why companies spend billions of dollars on social media promotion. Statista says the US is projected 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 to implement big data analysis. This allows marketers to more accurately segment customer audiences, build more effective sales funnels, and create successful advertising campaigns.

In this article, we’ll take a look at how big data affects social media marketing and find out what tools you can use to effectively analyze big data in the media.

Big data has fundamentally changed the way businesses advance in the social media market

Big Data Social Media Marketing How Data Improves Big Impact

Big data has 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 volumes of raw big data, companies are improving their business strategies and reducing their manufacturing and operating costs.

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

Companies promoting their own brands collect and process data that users post on social networks, such as likes, photos, comments on forums and communities, etc.

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

According to Statista, Instagram alone posted about 500 million active Stories daily in 2019 with all that social media user numbers growing rapidly, reaching 79% in Western and Northern Europe and 74% in North America.

Various brands are already actively studying their target audience and how they behave on social networks. This allows them to better adjust their advertisements and successfully expand their customer base. 

In addition, marketers can plan and track marketing campaigns and determine their future social media strategies. And these are just some examples of how companies can use social media big data analytics to benefit their brands.

How big data can help social media marketers?

Marketers can improve their campaigns and brand ads using big data analytics in a variety of ways. Let’s look at key 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 users who are interested in them. As a result, marketers increase their profits, reduce advertising costs, and can create effective marketing campaigns that specifically target their 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 which ad campaign or email campaign to launch next, when to launch their discount schemes, and more.

Real time statistics

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 the evolution of the campaign, as well as make timely decisions about when to pause the campaign, adjust ads, etc. 

In addition, marketers can evaluate the success of the current social media campaign by comparing its statistics with previous ones.

Product Information

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

Multiple data channels

The new technology for signing in and syncing data across Google and Facebook accounts has become a widespread strategy used by many social media platforms. Thus, marketers from various channels have more data available to analyze and build a complete picture of their customers.

Data protection

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

For example, it can be 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 their past experience. Moreover, computers can predict the upcoming choices of customers as 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. 

This is why many companies are turning to custom big data application development. This allows these companies to create applications that fully meet the needs of their business and create marketing campaigns that bring great value to their brands.

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

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

As a result, the SCAND team has built a robust and highly functional solution capable of supporting the following features:

  • big data processing;
  • automatic generation of reports;
  • visual analytics in the form of charts and tables;
  • standalone dashboard with key analytics;
  • using Kafka and Hbase to collect analytics in a key-value store;
  • summary views;
  • data collection with Cassandra;
  • processing similar SQL queries through Hive;
  • viewing and managing 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 through the social media campaign, making the campaigns run smoothly and reach the most targeted audience.

The future of social media marketing with big data

Many companies are already successfully using big data solutions in their work, and they help companies maintain a competitive advantage in their niches. Meanwhile, big data analysis is becoming more accurate and deep when combined 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 analytic core of big data technology. It processes and systematizes data received from users of social networks. In addition to data management, AI empowers chatbots and virtual assistants that can also collect customer data in human conversations.

AI is helping businesses make it easier to communicate with their customers on 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 businesses collect data from social media to personalize their advertising campaigns. Some examples of IoT monitoring tools include virtual assistants on smart speakers and smartphones, RFID-based bands that provide access to certain services and collect customer data, NFTs for marketing, and other devices.


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 rapidly evolving and is expected to become even more accurate and deep. This is possible thanks to continuous experiments in combining big data with various advanced technologies such as AI and IoT. 

Such combinations could revolutionize the world of marketing in the near future, and companies with their own brands should be ready for this change.

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