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Advertisements, communities, and online sales are experiencing exponential growth on social media platforms as we move forward into the digital age. It is practically unheard of for a company to operate without a social media presence in today’s world. This trend is only expected to continue into the future, making social media marketing even more crucial for businesses in the coming years.
As of January 2025, there were an estimated 5.24 billion social media users worldwide, representing around 63.9% of the global population. With such a vast audience at their fingertips, it’s no wonder that over half of chief marketing officers are looking to increase their budgets for social media advertisements in the near future. One platform that has seen a surge in popularity among businesses is TikTok, known for its short-form video content.
Advertisements on TikTok have become increasingly popular in recent years, with keyword searches related to “TikTok ads” increasing by 1,329% over the past five years. Research has shown that in-feed TikTok advertisements have a higher memorability rating compared to TV advertising and other forms of digital video. This makes TikTok an attractive platform for companies looking to stand out and engage with their target audience in new and creative ways.
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However, as companies look to diversify their social media strategies, the focus is shifting from advertisements to community building. Online communities have proven to be a valuable asset for companies, with nearly eighty percent of the population claiming to be a member of an influential online community. In fact, engagement rates for organizations using micro-influencers are 60% higher than those using more popular influencers.
Micro-influencers, who typically have smaller but more engaged audiences, have been shown to have a higher conversion rate compared to influencers with larger followings. This is likely due to the more personal and authentic connections that micro-influencers are able to establish with their followers. As a result, brands are expected to invest more resources into social commerce in the near future in order to capitalize on this trend.
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Social commerce, the practice of selling products directly through social media platforms, has already seen significant success in certain markets. In China, social commerce accounted for 14.3% of all online retail transactions in 2021, highlighting the appeal of this concept in the country. In the United States, social commerce currently makes up a smaller percentage of total purchases at 4.1%. However, projections from Accenture suggest that social commerce will reach $1.2 trillion by 2025, representing three times faster growth than traditional e-commerce.
With the rapid expansion of social media platforms and the increasing importance of online communities, it is clear that the future of marketing and sales lies in the digital realm. Companies that are able to adapt and leverage these trends to their advantage will be well-positioned to not only reach their target audience but also build meaningful relationships with them. As we look ahead to the future, it is essential for businesses to embrace social media as a key component of their overall marketing strategy in order to stay competitive in today’s rapidly evolving digital landscape.
