Social Media Marketing: Strategic Use, Benefits, Trends, and Impact on Brand Growth

Social media marketing (SMM) is the strategic use of social media websites and platforms to promote products and services, connect with audiences, and foster brand growth. SMM can help companies create a large following, generate website visits, and grow sales.

According to Statista, social media’s greatest benefits are increased brand exposure, followed closely by increased website traffic and more lead generation. By leveraging a variety of platforms, from Facebook and Instagram to LinkedIn and TikTok, social media marketing enables brands to build meaningful connections and stay top of mind with both new and returning customers.

Key benefits of social media marketing

Enhances brand image

Social marketing done right can help greatly to improve the image of a brand. It establishes a more approachable, natural identity that does well among consumers. As much as companies are propelled by the viral spread of the content reflecting their value and “behind the scenes” of the brand, companies can build trust, loyalty, and brand awareness.

Research shows that consumers prioritize brands that align with their values; a report found that in 2022, 74% of consumers felt that brand alignment with their values was more important than ever. Brands like Patagonia exemplify this commitment—its founder, Yvon Chouinard, recently transferred ownership to environmental causes, reinforcing Patagonia’s dedication to sustainability.

Fosters audience engagement

Unlike legacy media, SNS provides two-way communication among brands and consumers. Interaction with followers via comments, replicating user-generated content, or responding to customer complaints in real time builds a responsive connection. Based on the new research, individuals are spending an average of 147 minutes per day on social media, which is therefore a significant opportunity for brands to interact, collect data, and get closer to their audience’s needs even more.

Provides a platform for customer service

Customers increasingly expect brands to provide social media-based customer service. Companies who answer appropriately to public complaints can show commitment to customer satisfaction, and to build trust and commitment. More than half of the social media users want a brand to answer within three hours. Social media thus enables brands to provide a timely and effective customer service experience that benefits both the customer and the brand’s public image.

Boosts sales and conversion rates

Social media is a very effective tool that allows brands to commercialize their products and services, which in turn results in an increase in sales. Consumers make overall an average use of 147 minutes on social networks, brand visibility is substantially boosted. Although some of the leads obtained through social media are at the top of the sales funnel, interactive media can lead this potential customer further down the funnel to conversion.

Positions brands as thought leaders

Social media allows brands to disseminate information, trends, and others’ thinking, which earns them the status of an industry thought leader. A context of growing mistrust of established institutions pushes consumers to seek authenticity and engagement with a brand for meaning. As evidenced via the 2022 Edelman Trust Barometer, this generation of consumers wants brands to bring important topics into the headlights, climate change, economic inequality, and others. Brands that continue to articulate on these topics are clear leaders in their respective fields.

Offers insights into competitors

From watching competitors engage on social media, brands can gain useful information on industry trends and the preferences of their consumers. LinkedIn community management, for instance, allows brands to observe competitors’ engagement and gather ideas to refine their strategies.

Improves search engine presence

Social media sites help with the brand’s visibility on search engine result pages (SERPs). Content on sites such as Instagram, Facebook, and Twitter is commonly indexed by search engines. By using the right social networking websites, companies get their online presence raised and make it easier to find their products/services by a prospective customer.

Drives website traffic

Social media may also be used as a tool that helps bring the audience to the website of a brand. Posts, which are for or against the brand should ideally direct such following to the brand’s website, bringing to the brand, traffic that may be turned into leads or direct sales. Having the ability to include website links in social media profiles and status updates makes it much easier to access information about the company’s products and services.

Maximizes Return on Investment (ROI)

Both organic and paid social media marketing can be enormously profitable. Organic content, though free, can have massive reach and can impact in ways that are substantial if viral. Paid social media advertising although it comes at a cost, is a useful tool for marketing to particular demographics.

Attracts top-of-funnel leads

Social media provides an accessible way to engage with potential new customers. Brands can attract top-of-funnel leads, who may become loyal customers, by sharing engaging, relevant content. With top social media monitoring tools such as Sprinklr, brands can identify which content resonates most with new audiences.

Social media trends for 2024

Long-form video makes a comeback.

Although short-form video is still widely valued, platforms such as TikTok are revitalizing longer videos (up to 30 min), to allow further-reaching in-depth storytelling. Brands should keep using short-form videos and also experiment with longer video content to entertain their audiences.

Emphasis on playful content

The majority of brands are moving away from sharp brand voices and are adopting playful, meme-driven content aimed at internet-savvy consumers. Platforms like LinkedIn and Auntie Anne’s have successfully incorporated humor and relatability into their strategies. Experimenting with lighthearted content can help brands engage more meaningfully with their audience.

Growing social commerce

Social commerce, particularly on platforms such as TikTok and Instagram, continues to gain popularity. Following the release of TikTok Shop in the US, brands are now able to reach audiences through in-app shoppable video, interweaving entertainment with commerce. Live shopping sessions also add another step to the engagement process through its provision of real-time opportunities for consumers to interact with brands.

Increased focus on SEO for social content

Social media sites can function as searches for a large number of users, especially Gen Z. This is the reason that it is so important for brands to optimize their posts with appropriate keywords and hashtags to enhance their discoverability.

Rising demand for transparency and authenticity

Consumers are demanding transparency from brands in terms of business operations, from environmental policies to labor practices. Social media is an effective tool to share these values with a behind-the-scenes story, ethical aspects of production documentaries, and employee presentations.

Continued preference for authentic content

In an era where consumers are cautious of overly curated content, brands that prioritize authenticity—through showcasing real employees, featuring unpolished content, and embracing genuine storytelling—stand out on social platforms.

Conclusion

Social media marketing is an active constantly updated strategy to target, engage, and build an audience. Using the right approach, social media is capable of generating outcomes ranging from brand awareness to customer loyalty, lead generation, and sales. By leveraging new trends, brands can stay relevant and make a lasting impact in the digital landscape.