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Among the most effective marketing tools used by most companies nowdays to market their products is social media. Due to the increase in social media users, and the succes that several brands have had at turning it into a powerful marketing tool, it has become important for marketers and companies to know exactly how to go about marketing their products on social media. The content and methods used by marketers now days to reach the target market through social media is changing, the provision of basic information about the product no longer serves to generate interest that can be converted to revenue. I. Introduction Social media has rapidly gained widespread popularity in the modern day to become one of the most common ways of communicating and sharing information. E-marketer (2013) estimates that one in every four people worldwide use social median platforms for communicating and sharing. A total of 1.73 billion people used social media in 2013, and the number is expected to grow to 2.55 billion by 2017. Social networking sites have proven to be especially effective in reaching and connecting billions of people worldwide, with currently more than one billion people in the world using social networking sites on a daily basis. Sites such as Facebook, twitter, Google and Instagram make billions of dollars every year in advertising revenue, and have become some of the largest companies in the world using the most sophisticated technologies. The growing popularity of social media in the world has changed the marketing function in business and introduced new ways of reaching the target market and creating a brand image. This paper analyzes how social networking sites can be used to market lifestyle brands to specific target markets.

Old Communication, New Fashioned Way: Branding Life Style products to Target Market through Social Networking Sites