Why Social Media Matters to Your Brand's Marketing Strategy


Social Media
Social Media

Facebook went live in 2004; YouTube, in 2005, followed by Twitter in 2006 and Instagram in 2010. Social media as a concept—spaces online that allow users to create and/or share content and connect with other users—is really only just now getting its driver’s license here in 2020. Yet social media marketing has become an absolutely key part of any brand’s marketing strategy, and for good reason: 97% of digital consumers have used social media in the last month.


In these last 20 years, definitions have changed. Companies are no longer solely physical locations; they can combine physical and online storefronts, and many businesses are now run remotely, using video to replace face-to-face meetings. A brand isn’t just a message coming from a business, either; professionals who market themselves as an independent business can also have a personal brand that represents what they offer.


For anyone trying to make a living in the increasingly competitive markets of today, a social media presence is incredibly important. However, it’s also important to understand what outlets are the most useful, and which sites may not be a good match for the business message.


The History of Online Marketing


Online marketing has grown as e-business has developed, starting in the 1990s when internet shifted from being a business-based commodity to a personal household connection. The late ‘90s saw the development of better web browsers, search engines, and security; in the early 2000s, development of the Wi-Fi connection and mobile personal devices made portable devices a new and significant player.


Before the development of social media sites, companies usually advertised online the same way they did on the tangible side: through our mailboxes. Businesses would send advertisements and coupons into email inboxes, up to the point where spam email became a common term.


As consumers learned how to use this internet and what they liked to do, advertising began to crop up, with sites selling ad space on their pages based on the number of views or number of clicks. Once social media sites began the rapid growth they’ve seen in the 2000s and 2010s, the usage numbers alone attracted potential business. Facebook began selling ad space only a few years after they went public, and the rest is history.


Social Media Marketing


Social media marketing is specifically successful for a number of reasons. The first and most obvious is its reach: social media is so popular, and so ubiquitous, that in 2019, users spent an average of nearly two and a half hours per day using social media. Around 27% of social media users discover new brands for purchase through apps and feeds, and 43% research potential purchase and products using social media.