How Does Social Media Influence Digital Marketing?

Social media usage has been on a dramatic incline for the last few years and now most people will have a profile on at least one social media platform, if not multiple.

This has drastically changed the world of digital marketing and the type of content brands create in order to advertise their products and services. Marketing on social media is now one of the largest forms of advertisement and most top brands have a strong social media presence.

The way that the public uses social media fluctuates and changes often. Different trends and changes in the way we use social media also impact the way we consume and interact with marketing content.

For example, the decline in the use of Facebook over other platforms such as Instagram and Twitter has meant that brands have had to alter their marketing strategies from long posts on a Facebook page to short, snappy pictures and videos and ‘tweets.’

The days of long-winded television advertisements have been replaced with fast, 15-second clips on TikTok and have therefore pushed brands into creating content that is eye-catching, easy to remember and fun to engage with.

In order to have maximum reach and exposure, brands must fall into the current trends and utilise every platform they have. Creating a uniform online presence across all channels will help a brand to maximise its exposure to as many potential customers as possible.

However, this does mean that the content produced must be altered and optimised for each platform, creating much more work for the marketing team.

One way in which brands have been utilising the changes in social media usage is by partnering with online ‘influencers’ who will essentially advertise their products or services for them across multiple platforms.

This limits the amount of content the brand itself must produce, instead putting it into the hands of those who have many followers or fans.

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