As a consultant dedicated to helping small and medium-sized businesses maximize their marketing success online, I often get asked if social media is "dying" or whether companies should still invest time and money into platforms like Facebook, Instagram, and Twitter.
While nothing is forever in the fast-moving digital space, reports of social media‘s demise have been greatly exaggerated. Smart entrepreneurs recognize that reports of social media‘s demise have been greatly exaggerated. By understanding the seismic shifts happening under the surface, small businesses can actually turn evolution to their advantage.
Influencer Marketing Goes Mainstream
Over 64% of marketers now use influencer content in their social and content campaigns. And its not just celebrities: nano and micro-influencers with smaller but highly engaged niche followings can be smart, affordable choices for startups. Take jewelry designer Sugarada Style – by partnering with micro influencers in the wedding space, they drive targeted traffic for under $50 per sponsored post.
Slipping Through the Cracks in Ad Blockers
70% of customers prefer native advertising – content from brands that mirrors the user experience of the surrounding editorial content. Clever integration of SPONSORED buttons and strategic headline phrasing improves native ad click through rates by as much as 60%.
Video Takes the Crown
92% of people consuming mobile video share it with friends – that‘s customer evangelism gold for SMBs! While high quality filming carries a misconception of high prices, free editing software and affordable DIY production can capture millions of eyeballs.
Mobile Responsiveness Becomes Standard
With 4 out of 5 users accessing social media strictly through mobile devices, no entrepreneur can afford not to optimize their websites and ads for smaller screens. The good news? Easy-to-use site builders like Squarespace and Wix handle elements like auto-resizable images out of the box.
Politically Charged Commentary: Risk vs. Reward
While hot take posts on political issues may seem like an easy way to generate likes and shares, the reality is much more nuanced. Thoughtful commentary aligned with your brand values can deepen customer loyalty, but inflammatory remarks often alienate more followers than they attract. Tread carefully.
In summary, while marco-level social media saturation may be reaching its peak, smart solopreneurs recognize that evolution means opportunity. By staying flexible, creative and on top of changing algorithms and formats, SMBs can cost-effectively reach customers wherever attention spans drift.