THE EFFECTIVENESS OF DIGITAL COMMUNICATIONS FOR PROMOTING BRANDS ON SOCIAL MEDIA PLATFORMS

The effectiveness of digital communications is a key factor in the successful promotion of brands on social media platforms. This issue is especially relevant in the context of the rapid development of digital technologies, which create new opportunities for interaction with the audience and strengthening brand positions. However, despite extensive research on social media marketing, there remains a knowledge gap regarding the comparative effectiveness of different platforms and their content strategies in driving audience engagement and conversions. Existing studies often focus on individual platforms or specific digital marketing techniques without a comprehensive cross-platform analysis of digital communication effectiveness. This study addresses this gap by analyzing the effectiveness of digital strategies in promoting brands on Facebook, Instagram, TikTok, Twitter, and LinkedIn. Special attention is paid to key performance indicators such as the Engagement Rate (ER), Click-Through Rate (CTR), and conversions, as well as their dependence on content strategies and platform specifics. The aim of the study is to assess the impact of digital communications on the effectiveness of brand promotion in social media and identify key factors that contribute to increasing the rate of interaction with the audience. The study employs quantitative analysis, sociological surveys, comparative analysis, and correlation analysis to provide a data-driven evaluation of digital marketing strategies. The results demonstrate that TikTok achieves the highest ER due to interactive content and active engagement from a younger audience, while Instagram remains dominant in the premium segment due to its visually appealing content. Facebook maintains a stable engagement rate due to its broad user base but lacks innovative content formats, and LinkedIn proves effective for professional communication. Conversely, Twitter faces challenges due to declining user activity and engagement. The academic novelty of this research lies in its comprehensive cross-platform analysis of digital communication effectiveness, considering algorithmic operations, audience behavior, and content strategies. This study contributes to the existing body of knowledge by providing insights into the optimal digital marketing strategies across different platforms and industries. Prospects for future research include analyzing the adaptation of emerging content formats to platform-specific requirements, assessing the role of micro-influencers in audience engagement, and forecasting the evolution of digital communications until 2028.