The Power of Commercial Photography in Social Media Marketing

Commercial photography plays a vital role in the world of social media marketing. The visual aspect of social media platforms has become increasingly important in capturing and retaining users’ attention. In this article, we will explore the significance of commercial photography in social media marketing, how it impacts marketing efforts, and what attributes make a successful commercial photograph.

Commercial photography has several key impacts on social media marketing. It helps establish brand identity and personality. Through carefully curated and visually appealing photographs, businesses can convey their unique values and style, thereby making a lasting impression on their target audience.

Commercial photography increases engagement and attention on social media platforms. Eye-catching and high-quality images have the power to stop users from scrolling and capture their interest, leading to increased likes, comments, and shares.

Commercial photography enhances professionalism and credibility. When businesses showcase their products or services through well-executed and visually appealing photographs, it instils trust and confidence in potential customers. Aesthetically pleasing images create an impression of quality, further boosting the professionalism of a brand. Commercial photography drives conversion and sales. Engaging visuals enhance the chances of converting social media users into paying customers, ultimately leading to improved sales and revenue.

To create successful commercial photographs, several factors must be considered. Visual appeal and attention to detail are crucial. The photograph should be visually striking, well-composed, and capture the essence of the brand or product. It should align with the brand’s values and target audience. Understanding the target audience’s preferences and tailoring the photographs accordingly ensures maximum impact.

Creativity and originality are also key factors. Striving for unique and innovative concepts can set a brand apart from its competitors and keep the audience engaged. Consistency across different platforms is essential. The visual identity should remain consistent across various social media platforms to strengthen brand recognition and recall.

Incorporating commercial photography in social media marketing requires careful planning and execution. It starts with planning a photoshoot with clear objectives, understanding the desired outcome, and how the photographs will resonate with the target audience. High-quality and professional equipment should be utilized to capture the best possible images. In some cases, hiring a professional photographer can greatly enhance the quality and impact of the photographs. Optimizing images for each social media platform is important to ensure they display properly and elicit maximum engagement.

The power of commercial photography in social media marketing is backed by real-life success stories. Case studies demonstrate how striking photography can boost engagement by significant percentages and even triple sales in a short period. By analyzing and learning from these examples, businesses can implement tips and best practices for effectively using commercial photography in their social media marketing strategies.

The Importance of Commercial Photography in Social Media Marketing

Commercial photography plays a pivotal role in social media marketing. The importance of commercial photography in social media marketing cannot be overstated. It offers several benefits that contribute to the success of a brand’s social media strategy.

Commercial photography creates visually appealing content that attracts users’ attention and increases engagement on social media platforms. By showcasing products or services in an attractive way, it captivates the audience and encourages them to interact with the brand.

High-quality commercial photography effectively communicates a brand’s identity and values. It establishes a strong brand presence on social media by providing visual consistency and reinforcing the brand’s message. This results in increased brand recognition and recall, which are vital for the success of any marketing campaign.

In addition, well-executed commercial photography stimulates user engagement on social media. Posts with visually appealing images receive higher levels of likes, comments, and shares compared to text-only posts. Engaging visuals created through commercial photography attract and retain the attention of social media users, ultimately driving more interaction with the brand.

Commercial photography plays a crucial role in conveying product information to the target audience. By capturing high-quality images, it effectively communicates product features and benefits, leading to increased trust and confidence in the brand. This is essential for converting users into customers.

To maximize the potential of commercial photography in social media marketing, it is important to follow a few key suggestions. Employing expert professional photographers skilled in commercial photography will ensure high-quality images that effectively represent the brand. Planning and aligning photography with the overall social media marketing strategy will create a cohesive and impactful visual presence. Maintaining a consistent visual style and tone of voice across all social media platforms will enhance brand recognition. Regularly monitoring and analyzing the performance of photography will allow for necessary adjustments and improvements, ensuring continued success.

How Does Commercial Photography Impact Social Media Marketing?

In the realm of social media marketing, commercial photography wields a remarkable influence. Delve into how this powerful tool shapes the online landscape, as we explore how it establishes brand identity and personality, increases engagement and attention, enhances professionalism and credibility, and ultimately drives conversion and sales. Discover the captivating ways in which commercial photography elevates the digital presence of businesses, leaving a lasting impact on their success. Prepare to be amazed at the true power commercial photography holds in the world of social media marketing.

Establishes Brand Identity and Personality

Commercial photography plays a vital role in establishing a brand’s identity and personality. It helps businesses convey their unique qualities and create a distinct image for their target audience. By capturing the true essence of a brand, commercial photography assists in establishing a recognizable and relatable identity.

Carefully chosen imagery allows businesses to showcase their values, mission, and overall personality. These high-quality photographs add vitality and authenticity to a brand, enabling customers to connect on a deeper level. Consistently portraying identity through photography also helps establish a stronger presence in the market.

The power of commercial photography lies in its ability to evoke emotions and leave a lasting impression. These photographs act as a visual representation of a brand’s values and vision.

Commercial photography allows businesses to differentiate themselves from competitors by highlighting their unique aspects and characteristics. This attracts and retains customers who resonate with their identity and personality.

Increases Engagement and Attention

High-quality and visually appealing commercial photography captures the attention of social media users. Engaging visual content has the ability to prevent users from quickly scrolling through their news feeds and encourages them to interact. Well-executed photography establishes a connection between the brand and its audience. Eye-catching images in social media posts lead to more likes, comments, and shares, resulting in increased engagement and reach. Captivating visuals allow a brand to stand out in the crowded social media landscape.

Fact: According to a study conducted by Social Media Examiner, posts that include images receive an average of 94% more total views compared to those without images.

Enhances Professionalism and Credibility

Commercial photography greatly enhances professionalism and credibility in social media marketing. By utilizing high-quality photographs, businesses can establish a professional and trustworthy online image, capturing the attention of social media users and boosting confidence in the brand. Professional photography also plays a role in building business credibility, creating a positive perception, and fostering trust.

Implementing commercial photography consistently across various platforms strengthens professionalism, increases brand recognition, and helps establish a strong brand identity. Careful planning, clear objectives, and the use of high-quality equipment are crucial when incorporating commercial photography into social media marketing. Ultimately, commercial photography elevates professionalism and credibility, assisting businesses in establishing a strong brand identity, fostering trust and engagement, and driving conversions and sales.

Drives Conversion and Sales

Commercial photography plays a crucial role in driving conversion and sales in social media marketing. It is important to consider the following key factors:

• High-quality visuals: Exceptional commercial photography captures the attention of potential customers and leaves a positive impression of the brand. Images that are visually appealing, well-lit, and professionally composed are more likely to attract viewers and encourage them to take action.
• Product showcasing: Effective commercial photography highlights the features, benefits, and unique selling points of products. Presenting products in an attractive and engaging way, it creates desire and increases conversion rates and sales.
• Call-to-action elements: Clear and persuasive call-to-action elements in commercial photographs can direct viewers to take desired actions, such as making a purchase or signing up for a newsletter. Well-placed buttons, links, or captions effectively guide potential customers towards conversion and sales.
• Emotional connection: Commercial photography that evokes emotions and resonates with the target audience can significantly influence conversion and sales. Depicting real-life situations, emotions, or aspirations creates relatability, encouraging viewers to associate the brand with their desires.

Incorporating these elements in commercial photography for social media marketing greatly contributes to driving conversion and sales. By effectively showcasing products, creating an emotional connection, and using persuasive call-to-action elements, brands can leverage visual storytelling to convert potential customers into loyal buyers.

What Makes a Successful Commercial Photograph?

Looking to capture the attention of your audience through commercial photography? In this section, we’ll uncover the secrets and elements behind a successful commercial photograph. From visual appeal and attention to detail to alignment with brand values and target audience, creativity and originality, and the importance of consistency across different platforms, we’ll explore the key components that make a commercial photograph truly stand out and leave a lasting impact. Let’s dive into the world of successful commercial photography!

Visual Appeal and Attention to Detail

When it comes to commercial photography in social media marketing, visual appeal and attention to detail are crucial. Your photos need to stand out and have a high level of detail to capture the attention of your audience.

To achieve visual appeal and attention to detail in commercial photography, work with a professional photographer experienced in capturing high-quality images that align with your brand’s style and values. Invest in professional equipment and plan and execute a photoshoot with clear objectives to enhance visual appeal.

Paying attention to the smallest details and ensuring visually appealing photos can create a strong impact and capture the interest of your target audience on social media.

Remember, commercial photography conveys your brand’s message, establishes credibility, and drives engagement. Prioritise visual appeal and attention to detail in your social media marketing efforts.

Alignment with Brand Values and Target Audience

Alignment with brand values and the target audience is crucial in commercial photography for social media marketing. By aligning the visuals with the values of the brand and the preferences of the target audience, companies can effectively convey their message and connect with their audience.

Photographs that are in line with brand values evoke authenticity and credibility. They reflect the identity, mission, and vision of the brand, resonating with the target audience. For instance, a brand promoting eco-friendliness should use images that showcase sustainability and nature.

Considering the preferences of the target audience is also essential. Different demographics have different tastes and interests. By understanding the target audience, brands can create photographs that appeal to their specific desires. For example, a fashion brand targeting young adults may use vibrant and trendy visuals, while a luxury brand targeting high-end consumers may opt for sophisticated and elegant photography.

Aligning with brand values and the target audience enhances the brand perception and increases engagement. It fosters a connection between the brand and its audience, promoting loyalty and customer advocacy. When the visuals resonate with consumers, they are more likely to engage, share, and support the brand.

Creativity and Originality

Creativity and originality play a pivotal role in the success of commercial photography for social media marketing. Captivating and unique photographs not only grab attention but also stand out in the crowded online landscape, setting brands apart from their competitors and making a lasting impression on the target audience.

Originality establishes authenticity and credibility. When brands present their products or services in a creative and authentic manner, it fosters trust among followers and potential customers.

In the realm of commercial photography, creativity enables brands to effectively showcase their brand personality and values. By incorporating innovative concepts, compositions, and visual storytelling, brands can effectively convey their message and forge an emotional connection with the audience.

Moreover, creative and original photographs stimulate engagement on social media platforms. When users stumble upon visually appealing and distinct visuals, they are more inclined to engage with the content through likes, comments, and shares, thereby amplifying brand visibility and expanding reach.

Did you know that 94% of a brand’s website’s initial impressions are influenced by design elements, such as visual appeal and creative visuals? Both creativity and originality in commercial photography can have a profound impact on the overall brand impression and its marketing endeavours.

Consistency Across Different Platforms

Consistency across different platforms is crucial in commercial photography for social media marketing. It ensures a coherent and recognisable brand image, irrespective of the platform your audience is utilising.

Advantages of Consistency across Different Platforms:

1. Establishes a strong brand identity and personality.

2. Increases engagement and attention from the audience.

3. Enhances professionalism and credibility of the brand.

4. Drives conversion and sales by building trust and familiarity.

To achieve consistency, utilise the same visual elements such as colours, fonts, and style on all social media platforms, including websites, Instagram, Facebook, Twitter, and other relevant platforms.

Maintain a consistent tone and messaging in captions and written content to reinforce the brand’s voice and values.

Maintaining consistency creates a unified brand experience, enabling easy recognition and connection with the brand across platforms. Consistency builds trust and loyalty, resulting in long-term relationships with customers.

How to Incorporate Commercial Photography in Social Media Marketing?

Incorporating commercial photography into your social media marketing strategy can have a powerful impact on your brand’s success. In this section, we will explore various techniques to effectively utilize commercial photography in your social media campaigns. From planning a photoshoot with clear objectives and utilizing high-quality equipment to optimizing images for different platforms, we will provide you with actionable tips to elevate your visual content. Plus, we will even dive into a real-life case study showcasing how Brand Y’s product photography tripled its sales in just one month. Get ready to unlock the potential of commercial photography in social media marketing!

Plan a Photoshoot with Clear Objectives

When planning a commercial photoshoot for social media marketing, it is crucial to have precise goals. These objectives will ensure that the photos taken are in line with the goals and messages of your brand. Here are the steps to plan a photoshoot with clear objectives:

1. Define your objectives: Determine what you want to achieve through the photoshoot. Clearly define your goals, whether it is to showcase a new product, create brand awareness, or promote a specific campaign.

2. Identify your target audience: Understand who your target audience is and what visual elements will resonate with them. This will help tailor the photoshoot to appeal to your intended viewers.

3. Create a shot list: Outline the specific shots and scenes you want to capture during the photoshoot. This includes identifying the settings, props, and models (if necessary) that will be utilized.

4. Prepare a mood board: Collect images that inspire the desired look and feel of the final photos. This will guide the creative direction and ensure a consistent visual aesthetic.

5. Establish a timeline and budget: Determine the timeline for the photo shoot, including any pre-production and post-production tasks. Set a budget that includes expenses such as location rentals, equipment, and props.

6. Coordinate with the team: Communicate with the photographer, models, stylists, and other involved parties to ensure everyone is on the same page regarding expectations and deliverables.

7. Prepare equipment and props: Gather all the necessary equipment, props, and accessories needed for the shoot. Ensure everything is in working order and ready for use.

8. Execute the photoshoot: Follow the established shot list and directions on the day of the photoshoot. Capture a variety of images that fulfil your objectives and reflect your brand’s identity.

In a real-life example, a clothing brand wanted to showcase its new summer collection. Their clear objective was to create engaging visuals that conveyed a sense of fun and adventure. They defined their target audience as young, active individuals who enjoy outdoor activities. The shot list included scenes at the beach, hiking trails, and urban parks, with models participating in activities like surfing, hiking, and picnicking. By planning the photo shoot with clear objectives, the brand captured stunning images that resonated with their target audience and successfully communicated their brand’s identity and values.

Use High-Quality and Professional Equipment

When it comes to commercial photography for social media marketing, it is essential to use high-quality and professional equipment. Incorporating the right equipment can make a significant difference in the outcome of your photographs. Here are some reasons why it is crucial to use high-quality and professional equipment:

1. Sharper images: Professional equipment produces detailed images that instantly grab attention and leave a lasting impression on viewers.
2. Better image quality: Using high-quality equipment ensures visually appealing photographs with accurate colours and minimal noise levels, enhancing the overall quality of your content.
3. Greater flexibility: Professional cameras and lenses offer a wider range of settings, allowing you to experiment and capture images in various lighting conditions. This flexibility enables you to create diverse and captivating content for your social media marketing campaigns.
4. Staying competitive: By utilizing professional equipment, you can maintain a professional image and stand out from the crowd in the highly saturated social media landscape. Presenting your brand with high-quality visuals helps establish your credibility and attract more followers and potential customers.

Brand Z, a small fashion boutique, successfully employed high-quality and professional equipment to capture stunning images of its latest collection. As a result, these photographs resulted in a remarkable 30% increase in sales within just one month. The visually appealing content attracted a larger customer base and positioned the brand as a leader in the competitive fashion industry.

Consider Hiring a Professional Photographer

Hiring a professional photographer is crucial when it comes to incorporating commercial photography into social media marketing. The professional photographer brings their expertise, creativity, and technical knowledge to the table, ensuring that they capture high-quality images that effectively convey your brand message. They understand the importance of lighting, composition, and angles in creating visually appealing photographs that grab the attention of viewers.

Professional photographers also have experience working with various styles and concepts, enabling them to customize the photo session to align with your brand values and target audience. They can assist in creating a consistent visual identity across different platforms, ensuring that your marketing efforts are professional and consistent.

Another benefit of hiring a professional photographer is their ability to optimize images for each social media platform. They are well-versed in the specific requirements and guidelines of these platforms, ensuring that your images are properly formatted and look their best when shared with your audience.

Considering the impact that commercial photography can have on engagement, attention, and conversion rates, it is definitely worth investing in a professional photographer. They possess the skills and knowledge necessary to enhance your brand’s visuals and compellingly tell your story.

Fact: According to a study conducted by HubSpot, articles with relevant images have 94% more total views compared to those without.

Optimize Images for Each Social Media Platform

Optimizing images for each social media platform is crucial to maximizing impact and engagement. There are several key considerations:

• Image dimensions: Resize and crop images to meet the specific size requirements of each platform. For example, Instagram prefers square images, while Facebook and Twitter vary in dimensions.
• File format: Use the appropriate file format, such as JPEG or PNG, to maintain image quality on each platform.
• Image quality: Always utilize high-resolution images for a professional and sharp look. Blurry or pixelated images can harm your brand’s credibility.
• Visual content: Customize images to match the tone and style of each platform. Instagram demands attention-grabbing visuals, while LinkedIn favours more professional and informative content.
• Captions and graphics: Enhance your images with well-crafted captions and appealing graphics. Engaging and concise captions are effective in capturing audience attention on platforms like Facebook and Twitter.
• Mobile adaptation: Test your images on various devices to ensure they are mobile-friendly. Considering that many social media users access platforms via mobile devices, this step is vital.

By optimizing your images for each social media platform, you can effectively engage your audience, drive traffic, and enhance the visibility and credibility of your brand.

Brand X: How Their Striking Photography Boosted Engagement by 200%

Brand X: How Their Striking Photography Boosted Engagement by 200%

Brand X has experienced a remarkable 200% increase in engagement through their remarkable photography in social media marketing. The key factors that have contributed to their success are as follows:

1. Impeccable composition: Brand X captures attention with meticulously composed shots that create visual appeal. Their photographs stand out due to their unique angles and creative use of lighting.

2. Authenticity: Brand X effectively reflects their brand identity and values through their photography, building trust and resonating with their audience. They showcase real moments and genuine emotions.

3. Storytelling: Each photograph tells a compelling story, evoking emotions and sparking curiosity. Brand X effectively employs striking visuals to convey their brand’s narrative and engage their audience on a deeper level.

4. Consistency: Brand X maintains a consistent aesthetic, establishing a recognizable and cohesive brand image. Their consistent style and colour palette greatly enhance brand recognition and reinforce their messaging.

5. Interactive elements: Brand X skillfully incorporates interactive elements to encourage engagement. Their interactive captions, creative hashtags, and call-to-action overlays prompt their audience to like, share, and comment.

Through the implementation of impressive photography, Brand X has achieved a significant 200% increase in engagement. Their attention to detail, authenticity, storytelling, consistency, and interactive elements have captivated their audience and propelled their social media marketing efforts.

2. Brand Y: How Their Product Photography Tripled Sales in One Month

Brand Y experienced a significant increase in sales within a short span of one month, all thanks to its highly successful product photography. By presenting its products in an appealing and professional manner, Brand Y successfully captivated its intended audience and enticed them to make purchases. The use of high-quality images effectively showcased the features and benefits of Brand Y’s products, thereby making them even more enticing.

The impact of product photography played a pivotal role in enhancing the credibility and trustworthiness of the Brand Y brand. By showcasing its products in a visually appealing way, Brand Y established itself as a reliable and reputable company. This heightened professionalism instilled confidence among customers in regard to the quality of its products.

The success of Brand Y in product photography can be attributed to its meticulous planning and attention to detail. The company diligently sets clear objectives for its photo shoots, ensuring that the images effectively communicate the unique selling points of its products. Additionally, Brand Y utilizes top-notch equipment to capture every minute detail and present its products in the best possible light.

In order to maximize the impact of product photography on social media, Brand Y optimizes its images according to the requirements of each platform. The company carefully selects visuals that align with the current visual trends and preferences of its target audience. Through the analysis of its audience and competitors, Brand Y continuously improves its commercial photography strategies, thereby driving further growth in sales.

Tips and Best Practices for Effective Commercial Photography in Social Media Marketing

Capturing the essence of your brand and connecting with your target audience is crucial in the world of social media marketing. In this section, we’ll explore key tips and best practices for effective commercial photography in social media. From understanding your audience and brand story to keeping up with visual trends and platforms, we’ll dive into how photography can amplify your marketing efforts. We’ll discuss the importance of experimenting with different styles and concepts, as well as analyzing and learning from your audience and competitors. Let’s harness the power of commercial photography to make a lasting impact in the digital realm.

Understand Your Target Audience and Brand Story

Understanding your target audience and brand story is of utmost importance in commercial photography for social media marketing. By comprehending your target audience, you are able to customize your photography in a way that resonates with them. This understanding enables you to capture images that directly appeal to their interests, preferences, and values.

Comprehending your brand story helps you generate photos that align with the identity and messaging of your brand. The visual elements should mirror your brand and effectively convey the desired emotions and experiences to your audience. This coherence between your brand story and photography enhances the genuineness of your brand and develops audience confidence.

To achieve this, it is crucial to conduct comprehensive market research and gather insights about the demographics, interests, and behaviours of your target audience. This information will allow you to create relatable photos that establish a connection with your audience.

By understanding your target audience and brand story, you are able to produce photos that evoke the desired emotional response, attract attention, and drive engagement. This deep understanding ensures that your photography has a powerful impact, resonates with your audience, and supports your social media marketing efforts.

Here’s a true story: a fashion brand learned the significance of understanding its target audience and brand story after experiencing unsuccessful photography campaigns. Through research, they discovered that their audience connected more with an authentic, natural, and inclusive approach. By shifting their focus and creating photos that reflected these values, they witnessed a significant boost in engagement, increased brand loyalty, and a surge in sales.

Keep Up with Visual Trends and Platforms

Incorporating visual trends and staying updated with the latest platforms are crucial aspects of commercial photography in social media marketing. It is essential to keep up with these trends in order to remain relevant and appealing to the target audience. Here are some key considerations to help you stay ahead:

1. Stay informed about visual trends: It is important to follow popular social media accounts, design blogs, and industry leaders to keep up with the latest visual trends. This ensures that your commercial photography remains fresh, relevant, and appealing to your target audience.

2. Adapt to platform-specific features: Each social media platform has its own unique features and image formats. Familiarize yourself with these specifications to optimize your images for each platform. For example, Instagram’s square format, stories, and reels require different compositions and dimensions compared to LinkedIn or Pinterest.

3. Embrace new content formats: Platforms like TikTok and Instagram Reels prioritize short videos alongside images. Keeping up with these trends can help you engage with your audience in new ways. Consider incorporating video content into your commercial photography strategy to maximize engagement and growth.

4. Leverage user-generated content: Pay attention to the content your audience is creating. Encourage them to submit their own photos or videos featuring your products or services. User-generated content is not only authentic but also provides insights into current visual trends and preferences.

5. Analyze competitor strategies: Keep an eye on your competitors’ visual approaches and how they resonate with their audience. Analyze their successes and failures to guide your commercial photography decisions and ensure that you are keeping up with the trends that work well in your industry.

To maintain a competitive edge in social media marketing, it is important to keep up with visual trends and platforms. By doing so, you can create commercial photography that appeals to your target audience and maximizes engagement and growth.

Experiment with Different Styles and Concepts

Commercial photography in social media marketing allows you to experiment with different styles and concepts to capture the attention of your audience. By playing around with lighting, composition, angles, and perspectives, you can create visually appealing images that stand out on social media platforms. Try out minimalistic, vintage, abstract, or lifestyle themes to convey specific moods or messages that connect with your target audience.

Incorporating different colour palettes can evoke emotions and influence how your brand is perceived. Don’t limit yourself to just product photography; explore diverse subjects like people, nature, architecture, or abstract elements to add variety and capture your audience’s attention.

Post-processing techniques can enhance the visual appeal of your photographs, so consider experimenting with bright and vibrant, moody and atmospheric, or clean and minimalistic editing styles. Drawing inspiration from successful commercial photographers and brands in your industry, adapt their ideas and add your unique twist to create original and engaging content.

It’s also important to conduct A/B testing for your photography by posting different images and analyzing their performance. This data-driven approach will help you understand which styles and concepts resonate the most with your audience, ultimately driving higher engagement and conversion rates.

Analyze and Learn from Your Audience and Competitors

To enhance advertising photography in social media marketing, it is crucial to analyze and learn from your audience and competitors. By researching your audience, you can analyze the demographics, interests, and preferences of your target audience. It is important to examine their feedback, comments, and engagement patterns in order to understand the visuals that resonate with them. This valuable information will guide the creation of commercial photography that appeals to your audience and elicits a positive response.

Monitoring your competitors is essential. By observing their commercial photography strategies, styles, and image choices, you can identify opportunities to differentiate your brand while understanding what elements attract your shared audience. Learning from your competitors allows you to identify gaps in the market and create unique and compelling visuals.

Staying updated with the latest trends in advertising photography is also crucial. It is important to stay informed about emerging trends and adapt your approach accordingly. Experimenting with different styles and concepts will help capture your audience’s attention and ensure that you stand out among competitors.

Tracking and measuring the results of your advertising photography is vital. Regularly monitoring the performance of your advertising photography on social media will allow you to analyze engagement rates, click-through rates, and conversions to evaluate its effectiveness. This data will help you refine your strategy, make informed decisions, and continuously improve your advertising photography efforts.

By analyzing and learning from your audience and competitors, you can optimize your advertising photography strategy and achieve better results in social media marketing. Continuously analyzing, learning, and refining your advertising photography will help you stay ahead in the competitive social media landscape.