THE IMPACT OF SOCIAL MEDIA MARKETING AND MACHINE LEARNING APPLICATIONS IN DIGITAL ADVERTISING

Abstract

This research paper delves into predicting the reach of Instagram Reels for various product promotions using machine learning algorithms, aiming to understand the complex interplay of factors such as engagement metrics (views, likes, comments, shares), posting time, hashtags, and follower count. Through rigorous analysis, it aims to uncover key determinants affecting the visibility and effectiveness of promotional content on Instagram. Additionally, the study conducts case studies tailored to the Indian market, offering insights into cultural, behavioral, and regional differences in social media marketing dynamics. Employing linear regression and random forest regression algorithms, the research evaluates their performance in predicting Reels' reach, aiming to provide businesses with robust predictive models for strategic decision-making. Overall, this research contributes to understanding social media marketing and machine learning applications in digital advertising, offering insights and recommendations for enhancing online visibility and engagement on Instagram, especially in the context of product promotions and the Indian market.