Social media is one of the largest sources of data in the world. Every minute, users post 1.7 million pieces of content on Facebook, upload 500 hours of video on YouTube and share 66,000 photos on Instagram. Every like, share, follow, view and click for this content is captured, creating a real-time database of digital behaviour.
Through big data analytics, marketers have turned this mountain of social data into a goldmine of insights, leveraging it to create data-driven strategies and make informed decisions. So, how are top brands leveraging data to inform their influencer marketing strategy and achieve precise content delivery to the right audience at the right time?
By Peter Kennedy for Forbes