Instagram is a photo and video-sharing social networking service owned by Facebook, Inc. It was created by Kevin Systrom and Mike Krieger, and launched in October 2010 exclusively on iOS.

A version for Android devices was released a year later, in April 2012, followed by a feature-limited website interface in November 2012, and apps for Windows 10 Mobile and Windows 10 in April 2016 and October 2016 respectively.

Twitter is an online news and social networking service on which users post and interact with messages known as "tweets".

Tweets were originally restricted to 140 characters, but on November 7, 2017, this limit was doubled for all languages except Japanese, Korean, and Chinese.

Registered users can post tweets, but those who are unregistered can only read them.

Users access Twitter through its website interface, through Short Message Service (SMS) or mobile-device application software ("app").

Twitter, Inc. is based in San Francisco, California, and has more than 25 offices around the world.

YouTube is an American video-sharing website headquartered in San Bruno, California.

The service was created by three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim—in February 2005.

Google bought the site in November 2006 for US$1.65 billion; YouTube now operates as one of Google's subsidiaries.

Facebook is an American online social media and social networking service company based in Menlo Park, California.

Its website was launched on February 4, 2004, by Mark Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes.

Social media marketing is the use of social media platforms and websites to promote a product or service.

Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.

Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public.

On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone.".