An examination of cross-platform digital strategies on audience engagement: A case study of a content creator in Abuja, Nigeria
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- NGN 5000
Background of the study
Cross-platform digital strategies involve coordinating content across multiple digital channels to maximize audience reach and engagement. In Abuja, content creators are increasingly adopting such strategies—spanning social media, blogs, video platforms, and podcasts—to build a robust online presence and interact with diverse audience segments (Ibrahim, 2023). This study examines how integrating various digital platforms impacts audience engagement by analyzing metrics such as content views, likes, shares, and comments. The research investigates the synergistic effects of cross-platform campaigns, where consistent messaging and creative content tailored to each platform can drive higher overall engagement (Adebayo, 2024). Moreover, the study explores challenges such as content fragmentation and varying audience behavior across channels, which may affect the consistency of engagement. By combining quantitative performance data with qualitative feedback from followers, the study aims to identify best practices for cross-platform digital strategies that enhance audience engagement and support content creator growth (Okeke, 2024).
Statement of the problem
Content creators in Abuja face challenges in sustaining high levels of audience engagement due to fragmented digital strategies. Although cross-platform marketing offers the potential to reach wider audiences, inconsistent messaging and platform-specific limitations can hinder overall engagement (Chinwe, 2023). The absence of a unified strategy and standardized metrics to measure cross-platform performance further complicates the optimization of digital content. This study seeks to address these issues by investigating the relationship between integrated digital strategies and audience engagement, aiming to provide a framework for content creators to enhance their reach and foster a loyal, interactive audience.
Objectives of the study:
To examine the impact of cross-platform strategies on audience engagement.
To identify challenges affecting engagement across different digital channels.
To recommend best practices for optimizing cross-platform content.
Research questions:
How do cross-platform digital strategies affect audience engagement?
What challenges do content creators face in maintaining consistency across channels?
How can digital strategies be optimized to improve overall engagement?
Significance of the study
This study provides valuable insights for content creators by linking cross-platform strategies to enhanced audience engagement. Its findings will guide the development of cohesive digital campaigns that boost interactive audience participation and content reach. The research contributes to academic literature on digital content strategy and offers actionable recommendations for optimizing multi-channel engagement.
Scope and limitations of the study:
This study is limited to examining cross-platform digital strategies for a content creator in Abuja, Nigeria, and does not extend to corporate or offline marketing initiatives.
Definitions of terms:
Cross-Platform Strategies: Coordinated content dissemination across multiple digital channels.
Audience Engagement: The level of interaction between audiences and digital content.
Content Creator: An individual who produces digital content for online platforms.
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