Analyzing differences in content planning for chosen social media channels

This thesis is a quantitative research and aims to find the differences in content planning for the social media channels Facebook, Instagram, and YouTube. The commissioning party is my own company. The conclusion of the thesis is of great important because it serves as a basis to launch my company on social media once I have finished my studies, but also gives a framework for future content planning. It is also applicable for companies and entrepreneurs in other sectors. Being present on social media is crucial for the success of many companies. Especially for self-employed people like me, who offer digital marketing services and business consultation, it is essential to build and grow a strong online persona to reach and commit their target audience, as well as to sell their services. This thesis helps me understand the needs and expectations of my target audience, female millennials. Knowing their demands serves as a guide to plan and publish content output to market my services, specifically on the social media platforms Facebook, Instagram, and YouTube. Empirical data was collected using a survey and analysed once there was a clear trend towards specific answers. I asked specific questions about the activity and expectations of female millennials towards social media channels. The results were analysed by comparing them to social media statistics as well as my forecast based on how I use social media and how I want to promote my brand online. As a conclusion of the research, female millennials enjoy receiving different content from several social media channels. They want to read news and announcements from their family and friends, as well as companies and brands several times a week on Facebook. This written content is a contrast to the visual content on Instagram and YouTube. Instagram users love high quality pictures and short videos, because they motivate and inspire them to improve their lives, but also to get inspired and enjoy life. They expect an influencer to upload new images on the Instagram feed as well as Instagram stories several times a week. YouTube is another visual platform, which female millennials use to educate and entertain themselves. They like to get new video content on a weekly basis. Since I have been following many successful individuals on social media who have pursued the career path that I am about to fully enter, the results of the thesis were as expected. The three social media channels I choose to promote my services are the ones that the target audience is most active on. In addition, I also foresaw the demand of my target group regarding content creation and publishing. In addition to being very important for the content publication of my own company, the thesis’ main concept of planning content is an important marketing tool that is growing in relevance and usage. Marketers have realized that they need to be constantly present and deliver relevant content to their target audience to keep them committed. The conclusion of the thesis is versatile and can be applied to several social media channels