Web technologies can be used to create effective digital marketing spanning across multiple platforms. These can reach the widest possible audience and increase the brand’s following and engagement.  A key factor to achieve in digital marketing is a consistent brand identity. This ensures that users can identify your brand visually across multiple platforms to create a familiar environment, allowing the user to feel more at ease with a better understanding of what the posts are about. Ways to achieve this include clear logos, layouts, fonts, colours, and in some cases even a mascot. These can be adapted throughout different media forms without a major variation to create a consistent brand identity.  Most platforms usually have the same benefits as each other, such as reaching larger audiences and being a cost-efficient option, but when diving deeper into the functionality and audience of each platform there are different benefits to each.  Instagram Instagram has 2 billion monthly active users, which is around 25% of the total world population, with each user on average spending 29.2 minutes a day using it.1 Its key features include posting stories, reels, and posts which users can interact with by liking, sharing, and commenting on. Features like reels have been added to keep up with current trends of other media platforms, as these were their version of TikTok’s short form content with YouTube also releasing their “Shorts” when TikTok was on the rise.   Stories can be a great interactive element for businesses as it allows them to add polls and quizzes for the audience to use. They can access firsthand user data through these as they can get responses directly from the user on whatever they need to base them on. Stories only last 24 hours unless saved, which encourages your followers to interact but also allows you to collect information from your active followers, not outdated/old surveys.  Posts and reels have a collaboration feature that allows the posting account to invite others to their post. If they accept the invitation, the post will be posted on both accounts which can massively increase the posts reach, especially if they have collaborated with a celebrity with a larger following.  X/Twitter To have an impact on Twitter, accounts need to post regularly, engage with followers in comments, and use relevant hashtags. It is usually best to post a mix of content such as images, text, gifs and polls as these will attract a range of audiences and keep variety across your profile.  Users can also adapt their posting style based on analytics which can be viewed through Twitter Analytics which can track impressions and view rates on each post. This allows the user to know what works well for engagement and what does not to help the user share their posts in the most effective way.  YouTube YouTube is the world’s second most visited site on the internet with 2.7 active monthly users.2 It’s main functionality is long form video content. Although you can also post short form content as Shorts or Text/Image post in the Community tab, normal videos are YouTube’s main purpose along with livestreams. Videos that are uploaded can be up to 24 hours long and as short as you want, but to have successful videos they need appropriate thumbnails along with relevant titles as they can easily be lost within the other billions of videos on the platform.  For an organization wanting to advertise itself, it can build up it’s own channel and following by gaining subscribers and likes on videos. Their videos however, need to be engaging as otherwise people will not watch it all or even another video. This can be done with attention grabbing editing such as impactful text, strong imagery, and background music. They can also pay for ads to be shown on monetized channels, however for a small nonprofit organization this may become too expensive depending on how many people you want to reach through ads.  Backlinko Team (2024) Instagram Statistics: Key Demographic and User Numbers. Available Online: https://backlinko.com/instagram-users[Accessed 22/10/24] A. Hayes (2024) YouTube Stats: Everything You Need to Know In 2024! Available Online: https://www.wyzowl.com/youtube-stats/ [Accessed 04/11/24]