The social media phenomenon has ushered in an international cultural revolution, and it seems that this dynamic has carried over to the way companies operate. The intent behind creating platforms like Instagram, Facebook, and Twitter may originally have been to enable storytelling and interpersonal connections, but since then they have become essential marketing tools.

In a digital age, companies that not only understand the potential of social media marketing, but also know how to use it effectively, are making sure they can keep up with the accelerating pace of digitization.

Changing consumer expectations and behaviors

It’s important to remember that social media has not only changed the way companies market their products and services, but has also shaped consumer behavior in a way that can be of significant benefit to businesses.

Social media affects the lives of its users on a daily basis, and we now assume that we are digitally connected to the world around us at all times. As a result, users are constantly scrolling through their various social media accounts, exposing themselves to a series of pictures, messages, concepts, and ideas throughout the day.

Inevitably, this means that it also affects their buying preferences and decisions. This is an incredibly lucrative opportunity for business as the power of social media is to completely break down the physical barriers that traditionally exist between a customer and a brand. In the digital age, you can communicate directly with both potential and existing customers.

By engaging with them on a personal level, you can really express the personality and ethos of your company – something that traditional advertising strategies usually can’t.

Create a positive bus around your brand

Social media thrives on community, interaction and the creation of conversations on relevant and interesting topics. As a business, you can really use this to your advantage by primarily launching campaigns that generate excitement that extends well beyond your current customer base. Don’t forget to add a unique hashtag to your campaign, as campaign hashtags regularly go viral, generating even more attention and leads.

Marketing is of course a multi-faceted company that consists of several steps. Brand loyalty is one aspect of a successful marketing plan. However, developing a system in which your customers can ask questions and make suggestions is just as important. It just so happens that social media platforms provide effective customer service helplines.

Before the advent of social media, customers could only connect with a company by typing an email, filling out a lengthy online or paper form, or making a phone call – a time-consuming and frustrating process.

However, in the digital age, customers can now look up a brand’s social media accounts and comment on their latest posts or send them a private message. It’s a much more productive and convenient solution for both parties. A customer is more likely to be noticed by a representative of the brand and receive a timely response, while as a company you are able to resolve customer complaints and inquiries in a timely manner.

Work with a flexible budget

Social media marketing is also pretty affordable, especially when compared to an article in a national magazine or an advertisement on TV. Setting up an account and creating a fan base is free. This means that you can focus the majority of your resources on eye-catching photos and high-quality videos to get as much interest as possible.

It doesn’t matter if you have a multinational with dozens of employees, a small business with a handful of coworkers, or if you are the sole freelancer – you can reach prospects from around the world with little to nothing.

Many social media platforms also offer paid marketing options that should definitely not be overlooked. If your budget allows, you can take advantage of these paid advertising opportunities to reach users based on a number of criteria that identify them as your target audience. This means that you can focus your marketing efforts on those users who are most likely to respond to them based on their online behavior, interests, and various demographics such as age, occupation, and country of residence.

The more tailored your marketing strategies, the greater your chances of reaching your target groups. Interpreting and analyzing data is everything to a business, and data is one thing that social media has in abundance. Instagram and Facebook, for example, offer detailed analysis of the demographics of your followers, which campaigns were successful or not, and what your customers are most interested in seeing from you.

There is definitely a lot to gain when you devote a significant portion of your advertising budget to digital marketing, and especially to social media platforms. More and more companies are turning their attention away from in-print and television to digital networks. This trend has also been seen among consumers as they become less focused on traditional media and entertainment.


Over the years, social media platforms have fundamentally changed the marketing and advertising landscape. There is no doubt that social media has completely revolutionized our lives on a personal level and has also had an unprecedented impact on the way companies handle marketing. Consumer behavior and expectations have also changed as social media removes the barriers to communication and awareness typically associated with traditional media.

In a digital age, online platforms allow companies to apply bespoke, efficient, and personal marketing techniques and strategies to create truly targeted campaigns that generate conversations, interests, and leads for your business.

Published on March 30, 2021