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Submitted by:
PALAK NARULA (15/0443)
3rd Year
Relevance of Commercial Content Over Social Media

Research problem

Social media comprises of a colossal and highly perplexing sea of content. This is sea so fast
and deep that in anyone's broader perspective, good quality content will appear to be lost. If we
imagine social media as a physical entity like ourselves, we will be able to see how it is a victim
of its own time.

In a developing country like India, the onset of social media has lain bare its tremendous power
before all its people who whether or not adeptly equipped to use it well, are still overwhelmed by
its possibilities and are trying their hands on it. When social media platforms are tactlessly
experimented with like this without define a purpose and strategy then the chances of any
communication success should be considered as left to a coin toss.

The bright side to our entity is that it takes a solid stand for Liberty. Anyone can express
anything. This leads to the birth of strong an unstoppable force of ideas. These varying ideas
can come from all over the world and can lead to innovation, debate, agreement or even people
building connections with each other. The not so bright side is that when anyone can express
anything, everyone does. It is then that the problem of reliability and authenticity of the content

Even the question of authenticity is second to the challenge of visibility. Where authenticity is a
moral obligation and the only key to sustaining the content’s viewership, visibility is a non
negotiable necessity. It is what brands are willing to spend the maximum portion of their
marketing budgets on.

What is that common point, the formula for increasing visibility and viewership?

The problem is, engrossed in multiple intensive conceptualizations and the complexities of what
is important for the producers to broadcast, they forget to synchronise it with what might be
relevant to their consumer. This discrepancy between what matters to the producers and
consumers of the content is that grave communication gap which the modern commercial
content is infected with and this make the subject of this research problem.
General Literature

In recent years, companies have turned to social media and content marketing as powerful tools
to gain a broader and more engaged audience. With new technologies and apps, social media
is now embedded in almost everyone’s daily life, however common or complex our lifestyle may
In the past few years, we have seen some notable changes from social media giants like
Facebook, Twitter and Instagram and from relatively new players like LinkedIn and Snapchat.
With the influx of even more following suit, these platforms are poised to put an evolving
game-face on, with no signs of stopping.
Social media companies and businesses are now expected to get a facelift, making the coming
year even more exciting for marketers. As we dive deeper into 2018, new social media and
content marketing trends are about to unfold with distinct features we may have never seen
before. But before we tackle these trends, let’s take a look at the two main marketing features
that most companies have acknowledged:

Marketing Challenges

The ability to keep up: With a growing myriad of tactics and tools without a single rulebook to
follow, businesses are becoming overwhelmed, and most companies find themselves fatigued
with too long a list of content formats, game plans and tools.
Understanding which platforms work best for your audience: Think of social media as a race
where every marketer is geared to have a share of the pie. Even among social media channels,
the chase toward which platform has a greater share of influence is an unpredictable battle. For
example, Twitter failed to grow its numbers considerably in 2017, and though it's closed the year
with a steady and positive revenue, its rate of growth in terms of number of followers has slowed
down compared to its rivals.

Measuring ROI

There's now an added pressure on marketers to prove the effectiveness of the strategies
employed thus far and to attest a positive impact on future investments. Marketing teams now
need to re-evaluate the impact their efforts have on overall business objectives, versus a focus
on monetary investments made to bring those campaigns full-circle.

A person will heed to a communication that directly empowers them over one or multiple
communications that do not.

A person will heed to a communication that quickly empowers them over one or multiple
communications that do not.

A person will heed to a communication that is visually more appealing over one or multiple
communications that are not.


To find out what kinds of communication units are more likely to attract anyone’s attention over
social media.

To use the knowledge of what comprises of viewer-friendly communication and draw

conclusions about how producer generated communication should be.
Research design

After recognising the research problem, a hypothesis will be presumed based on an evidently
wide behaviour pattern of consumers on social media surrounding the ages of 18-25. The
objective of this research is to find out whether our hypothesis is correctly presumed, and if not
then to what degree does it deflect.

For this a brief meta-analysis of the subjects personality will be taken into consideration;
depending on which various communication units will be presented to him so he can choose
which one is he more likely to pay attention to first.

To this purpose, qualitative survey methods will be deployed to collect data. A sample size will
be selected out of this data to draw observations that may point to new patterns or there
beaches. Based on these observations, a conclusion shall be concurred upon.


General literature
Research methodology
Types of Commercial Content
Dilemma of Commercial Content
Trends in Commercial Content
Engaging ability of different kinds of content
Data collection and analysis