5 reasons your business needs social media marketing

With over 4 billion active users worldwide, social media has become an integral part of our daily lives, revolutionising the way we interact with each other, share information, and consume content. But it’s not just a place for friends and family to connect – social media has also become a powerful marketing tool for businesses of all sizes. With its unparalleled reach and targeting capabilities, social media marketing has become essential for achieving your marketing goals and staying competitive in the market. So, whether you’re new to social media or looking to take your social media marketing to the next level, lets dive into why social media is a must-have for any modern-day brand. 

1.Builds Your Brand 
In today’s hyper-connected world, building a strong brand is crucial for standing out in a competitive market. One of the key benefits of using social media to build your brand is its vast reach and targeting capabilities, which can boost the ability to showcase your unique brand values and personality. According to Instagram (2019), over 200 million people visit at least 1 Instagram Business page a day. This presents a massive opportunity for brands to showcase their products, services, and brand values to a large audience. 

2. Maximises Product Discovery  
By leveraging the visual and interactive nature of social media platforms, brands can maximise their product’s visibility to consumers. Specifically, brands can showcase their product’s new features and benefits through engaging video content such as demos, tutorials, and influencer content and recommendations. In recent years, marketers have particularly increased their usage of the latter, as influencer content can effectively increase impressions and views on a post, and therefore significantly drive brand reach. Provenly, in a 2023 study by Hubspot, “50% of Millennials” were found to “trust product recommendations from influencers”, in comparison to just 38% trusting celebrities (Rodrigue 2023). In saying this, we strongly recommend reaching out to influencers, macro or micro, to stimulate brand awareness and credibility.  

3. Increases Customer Engagement  
Another benefit of social media marketing is that it increases the opportunity for brands to display engaging content, a type of content which can help brands better resonate with their audience, encourage interaction, and create a sense of community and loyalty around their brand. According to Sprout Social (2018), the best way to increase engaging content is by embracing your brand’s personality, as “90% of consumers are more likely to engage.”  
An iconic Australian example is Vegemite, a spread known for their strong and distinct taste. Their 2019 “Vegemite X Volleys” campaign, where Vegemite teased a product collaboration with Volleys, that turned out to be an April Fool’s joke, went viral on social media, reaching over a million Instagram users in 24 hours. This success was a direct result of the way Vegemite embraced their strong and unique brand personality and used humor to engage with their audience. Ultimately, Vegemite not only created a strong and loyal audience, but the increased brand awareness generated from the campaign led to a legitimate collaboration with Volleys in 2021. Launching in 3 different styles, and selling out in less than 24 hours, the campaign went on to generate hundreds of thousands of dollars in revenue (Sam Despo 2021). 

4. Improves Targeted Advertising Reach 
Social media platforms like Facebook, Instagram and Tik Tok are excellent tools for creating targeted advertising campaigns, as they enable brands to reach their ideal customers with precision. With advanced targeting options such as age, location, interests, behaviours, and even past purchase history, brands can save time and money by showing their ads to only those most likely to be interested in their products or services.  For example, if you run a clothing store and want to promote a new line of summer dresses, you can create an ad campaign that targets women aged 18-35 who have shown an interest in fashion or have previously purchased dresses on Instagram. This level of targeting ensures that your ads are not wasted on people who are unlikely to be interested in your products. 

5. Drives Consumer Purchases
Alongside targeted paid ads, social media can drive consumer purchases through organic content, such as behind-the-scenes and educational imagery and videos. Unlike paid ads, which can sometimes feel intrusive or insincere, organic social content can showcase a business’s products or services in a more natural way, and can drive consumer purchases by up to 76%, through building trust and credibility (Curalate 2017).  
Nike’s Instagram account provides an interesting inside look into their company culture and the production of their products. They often share behind-the-scenes photos and videos of their factories, design process, and athletes wearing their products in training. Evidently, by providing a behind-the-scenes look at their brand, Nike creates a sense of authenticity and transparency that resonates with their customers. 
From building your brand and engaging with customers, to amplifying results and driving purchases, social media offers a multitude of benefits to businesses of all sizes. By leveraging the power of social media platforms like Instagram, Facebook and Tik Tok, brands can connect with their audience, create engaging content, and drive measurable results. Regardless of whether you are a small startup or a large corporation, social media marketing is a valuable tool that should not be overlooked.  
Contact The Marketing Syndicate to learn more about how we can help create social media campaigns tailored specifically to your business needs. 

References:
Instagram 2019, Get Your Business Started on Instagram, Instagram, viewed 3 May 2023, https://business.instagram.com/getting-started/#why-instagram  
Sprout Blog 2018, The Sprout Social Index, Edition XIV: Realign & Redefine, Sprout Social, viewed 3 May 2023, https://sproutsocial.com/insights/data/2018-index/  
Curalate Consumer Survey 2017, Social Content is the New Storefront, Curalate, viewed 3 May 2023, http://pages.curalate.com/rs/496-DAU-231/images/Curalate_Consumer-Survey_Nov17_V4.pdf  
Rodrigue, E. (2023) ‘31 Influencer Marketing Stats to Know in 2023’, Hubspot, 3 May 2023, https://blog.hubspot.com/marketing/influencer-marketing-stats#:~:text=Influencer%20Marketing%20Effectiveness,-7.&text=50%25%20of%20Millennials%20trust%20product,an%20effective%20form%20of%20marketing.
Sam Despo (2021) 9 September. Viewed 3 May 2023. Available at: https://www.tiktok.com/@samdespo/video/7005866120183876866