Why Social Media Marketing Works

Remember the days when marketing meant billboards, TV commercials, or those flyers you’d find stuffed in your mailbox? Well, times have changed, and it’s all thanks to a little thing called social media.

In theory, social media was created as a digital space for people to connect and build communities based on shared interests. Naturally, as it grew in popularity in the early 2000s, businesses saw it as a way to find existing and potential customers. Social media marketing (SMM) not only allows businesses to identify and communicate with target audiences, it also provides opportunities to build brand identity, drive traffic, and track engagement.

Whether you’re new to the concept of social media marketing or consider yourself a pro, this guide will remind you why it’s a mainstay strategy for businesses everywhere.

Marketing, turbocharged

SMM is simply using social media platforms—like Facebook, Instagram, TikTok, LinkedIn, and X (formerly known as Twitter)—to promote a product, service, or brand. Think of it as word-of-mouth marketing but turbocharged by technology. Instead of just hoping that people tell their friends about your business, you can directly connect with millions of potential customers, all with a single post, video, or story.

But it’s not just about posting pretty pictures or witty captions the way a personal account might. As a business, it’s about engaging with your audience, building relationships, and creating a community around your brand. Imagine hosting a never-ending party where your customers are the VIPs—they’re chatting, sharing, liking, and commenting on everything you do.

The benefits are obvious

1. Everyone’s on it. Let’s face it: everyone’s on social media. Whether it’s your neighbor’s dog with its own Instagram account or your favorite local café sharing their daily specials, the social scene is bustling. According to recent stats, over 5 billion people are on social media globally. That’s a massive pool of potential customers waiting to discover your brand!
2. It’s cost-effective (and sometimes free!) Unlike traditional advertising, which can be pricey (hello, TV ads), social media marketing can be done on a shoestring budget. You don’t need a Hollywood-level production team—sometimes, just your smartphone and a good idea are enough. Plus, you can start with organic posts (a fancy way of saying “free”) before exploring paid advertising, which is still generally much more affordable and targeted than traditional media.
3. You get to know your customers. Social media lets you dive into the minds of your customers. Want to know what they like, dislike, or what keeps them up at night? Just check out their comments, feedback, or even polls and surveys you can run directly on your page. You get to understand their needs and tailor your offerings accordingly, making your marketing efforts more precise and effective.
4. Real-time results. One of the coolest parts about social media marketing is that it gives you instant feedback. You post, people react. No more waiting weeks to see if that ad in the Sunday newspaper had any effect. Likes, shares, and comments start rolling in immediately, allowing you to gauge what’s working and what’s not.
5. Builds trust and humanizes your brand. People want to connect with people, not faceless corporations. Social media allows you to show the human side of your business—whether that’s through behind-the-scenes content, employee spotlights, or fun facts about your brand’s journey. It’s a space where you can be authentic, relatable, and even a little quirky.

Social media marketing 101

Here are some basics to consider, no matter how well-versed you are with social media marketing:

• Content creation: Craft posts, images, videos, or stories that reflect your brand’s personality. It doesn’t have to be perfect—just genuine and engaging.
• Engagement: Reply to comments, answer questions, and join conversations. Social media is a two-way street, so be sure to engage with your audience.
• Analytics: Keep an eye on the numbers—likes, shares, reach, and more. Analytics help you understand what your audience enjoys so you can do more of that.
• Paid ads: Once you’re comfortable, you can explore paid advertising to reach even more people. The good news? You can set your budget, so it’s entirely up to you.

Create a community

Social media marketing can work for all kinds of brands. It’s not only a fun, dynamic, and accessible way to reach customers but also an opportunity to increase a sense of brand value.

At RVLVR, we love helping businesses of all sizes create buzz, connect with their audiences, and drive real results. Whether you’re new to the game or looking to level up your strategy, we’ve got you covered.