THEORETICAL ASPECTS OF SOCIAL MEDIA PLATFORMS

Introduction. Today, in the conditions of growing competition, digitization of all processes, it is social network platforms that are becoming an important aspect of marketing strategies for businesses. Originally used for personal communication, social media has now turned into a powerful marketing tool. This has changed the way brands interact with their audiences and has had a significant impact on marketing strategies. The relevance of the chosen topic lies in the fact that domestic and international enterprises use social media to promote their offers, create a brand image, and attract and retain customers. The article considers the main aspects of social media platforms, the formation of interactions between the target audience and the brand through marketing tools, and the development of marketing communication strategies is highlighted. Purpose. The purpose of the article is a conceptual analysis of theoretical aspects of social media platforms, analysis of trends and interactions of the target audience with the brand. Materials and methods. The research materials are: a network approach to the analysis of social media platforms; works of domestic and foreign authors conducting scientific and practical research in the field of marketing communications. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to identify the criteria and classification of the social media platform); analysis and synthesis (to characterize the target audience of social media platforms); logical generalization of results (formulation of conclusions). Results. The scientific article reveals the functional differences between social network platforms that are crucial for effective marketing and the formation of marketing communication strategies in the future. The classification characteristic of each platform has its own characteristics and audience, which requires specific approaches. The unification of platforms can lead to a decrease in uniqueness, requiring more creativity from marketers. Artificial intelligence and automation play a role in content distribution. Artificial intelligence and automation play a role in content distribution. The number of integrated marketing communication campaigns that combine multiple platforms is increasing. Marketers must experiment with new formats and use data to target audiences through proactivity and adaptation to changes in social networks. Discussion. Prospects for further research are a more detailed analysis of social media platforms, assessment of performance criteria and implementation of marketing communication strategies on social media platforms.