Customer Acquisition

In the context of social media, customer acquisition means something slightly different today than it did in the early days of platforms like Facebook or Twitter. At its most basic, this is about getting a person who is not yet your customer to engage with you in some way that makes them more likely to become a customer. A few years ago, this might have meant using Facebook or Instagram to create a pretty ad that then largely worked on the basis of the kind of broad audience targeting that platforms like these have always offered.

By contrast, correctly approached today, the acquisition of customers through social media is something that entails several layers of understanding not just your customers but also your potential customers and the psychology that makes them receptive to the particular message you want to impart at any given time. When the particular message you want to impart is also very closely tied to the act of making a purchase, customer acquisition on social media can be understood as something that, at the outset, needs to work in a way that is at once very basic but also commonsensically effective.