We kick off our first post of 2025 focusing on the ever evolving role of social media in business and asks the pressing question: Is it still relevant today? As digital landscapes shift and platforms introduce new features – or face major controversies – businesses must continually reassess where to invest their time and resources. We’ll explore the benefits and challenges of social media, highlight platforms to watch in the coming year, and discuss e-commerce opportunities like Facebook Marketplace and Instagram-driven sales
Social media has had its ups and downs over the years, but it remains a central part of digital marketing strategies for businesses worldwide. In 2024, more than 5.17 billion people use social media globally, spending an average of 2 hours and 20 minutes per day across various platforms. This level of engagement makes it impossible for businesses to ignore the potential impact on brand visibility, user interaction, and revenue generation .
So, the question remains: Is social media still worth the investment for your business? Let’s weigh the pros and cons.
The Pros of Using Social Media for Business
1. Massive Audience Reach
• With platforms like Facebook boasting over 3.07 billion users and Instagram on track to grow to 1.4 billion in 2024, social media gives businesses unparalleled access to global audiences .
• Opportunity: Businesses can engage with current and potential customers from all over the world, building awareness and community.
2. Enhanced Customer Engagement
• Social media allows direct communication with customers, making it easy to respond to questions, gather feedback, and build brand loyalty.
• Example: Instagram’s focus on visual content and shoppable posts lets e-commerce brands showcase products and drive sales through direct and engaging posts.
3. E-Commerce Integration
• Platforms like Facebook Marketplace have revolutionised online shopping by offering a convenient, built-in place for e-commerce. Brands can set up shops, manage sales, and reach a highly engaged audience without redirecting traffic to a separate site.
• Instagram, too, continues to drive sales with features like product tagging in Stories and Reels, allowing seamless user experiences from discovery to purchase.
4. Cost-Effective Marketing
• Running social media campaigns can be budget-friendly compared to traditional advertising, especially when targeting specific demographics or testing new content types.
• Stat: Many marketers see the highest return on investment from social media, particularly platforms that prioritise visual and short-form content .
The Cons of Relying on Social Media
1. Constantly Changing Algorithms
• Platforms like Facebook and Instagram frequently adjust their algorithms, which can impact the visibility of business content. What works today may be ineffective tomorrow, requiring continuous adaptation.
• Challenge: Organic reach is harder to achieve, pushing businesses to invest in paid advertising to maintain visibility.
2. Content Saturation and Fatigue
• Users are exposed to vast amounts of content daily, making it difficult for brands to stand out. Additionally, audiences have grown weary of overly polished or promotional content.
• Solution: Businesses must create authentic and engaging content to capture and keep attention, a trend predicted to continue into 2024 .
3. Platform-Specific Risks
• X (formerly Twitter) has seen a significant drop in daily engagement following recent controversies and management changes. Businesses relying on this platform for real-time interactions may need to consider alternatives.
• Privacy Concerns: With growing concerns about data privacy, platforms that mishandle user information can face backlash, affecting brands associated with them.
4. High Maintenance and Resource Demand
• Maintaining an active presence across multiple platforms can be resource-intensive. Producing fresh content, engaging with followers, and analysing performance metrics require time and effort, making it tough for small teams.
Platforms to Watch (and Approach with Caution)
1. Instagram: Continues to be a powerhouse for e-commerce and brand engagement, with features that support direct sales, influencer collaborations, and user-generated content.
2. Facebook: Despite criticism, it remains a key platform, especially for its Marketplace and group features, which can boost community engagement and sales.
3. TikTok: Still growing, TikTok is a go-to for brands targeting younger audiences. The focus is on raw, entertaining, and often viral content .
4. LinkedIn: Valuable for B2B marketing, thought leadership, and professional networking. It has shown consistent user growth, particularly among older demographics.
5. X (Twitter): Tread carefully. While it’s still used for news and real-time updates, its future is uncertain, and some brands have shifted focus to more stable platforms.
Final Thoughts: Is Social Media Still Worth It?
Social media remains a crucial tool for many businesses, but it’s essential to use it wisely. While platforms like Instagram and Facebook offer fantastic e-commerce opportunities, staying agile is key. Diversify your strategy, monitor emerging platforms, and be ready to pivot when necessary.
Still unsure about where to invest your social media efforts? Our team can help tailor a strategy that fits your goals and resources, ensuring your business stays relevant in 2024 and beyond.
