Has Social Media Marketing Peaked or Is It Evolving?

Social media has changed a lot over the past few years. The rise of influencer marketing, lifestyle branding, and “coaching” was very prevalent from 2020-2024, and while still relevant, their aim has evolved. The truth is that social media marketing and its use are changing because the needs and wants of people are changing. 

So the short answer to the question, “Is social media still useful to helping me build my business or brand? is YES.

A recent Forbes article states, “Social media platforms have become the ultimate shopping destination, generating $75.6 billion in the U.S. in 2023, with projections reaching $141 billion in the next five years.”

The more in-depth answer is that the way you use and gain the most benefits from social media depends on your business type and business model.

Here’s a visual of the social media benefits based on your business type: 

Here are a few considerations to keep in mind as you use social media as one of your marketing tools:

1. Clearly define your need for social media- This may be a conversational statement, but you don’t need social media to build a successful business. Social Media is one of many marketing tools, but it is not the only tool, and it may not even be the best tool depending on the industry that you and your business are in. 

2. Focus on the social networks that will best match your marketing objectives. Your objectives may slightly change depending on your company's needs and the market itself. When that happens, it’s important to audit your resources (financial and human capital) to ensure that you’re using them strategically to get the best return. Every network may not align with what you need; find the networks that will.

3. Prioritize intimate, digital social groups, not just large social networks. Don’t forget about the up-and-coming or well-established social networks that are not popularly discussed. Smaller social networks allow you to have more intimate access to your audience, which can increase the chances of a quicker sale.

Key Takeaways:

Make sure you understand why you’re creating content. Identify the social networks that best match your marketing objectives and don’t forget to prioritize the intimate digital social groups and networks.

When systems or times change it’s an invitation to observe, analyze and identify if your strategy is working or if you need to pivot. Steward your resources well and prioritize what will get you the best returns based on your goals. 

Keep going. You got this!

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Learn more about the information above, by reading the information below:

Garlin, B. (2025, February 3). Council Post: The biggest social media trends shaping 2025. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2025/02/03/the-biggest-social-media-trends-shaping-2025/