Advantages of social media marketing

Reaching a large audience

In 2019, it has been estimated that 45% of the world’s population regularly uses social media. On average, an Internet user in the world spends 6 hours 42 minutes a day on the Internet, including 2 hours 16 minutes on social media. Depending on the social media, the degree of maturity is very heterogeneous. However, in general, it can be noted that social media is mainly used by a young age group, between 18 and 40 years old.

The countries where social media have the highest penetration rate are the United Arab Emirates (99%), Taiwan (89%) and South Korea (85%) . In France, it is estimated that 67% of the population uses social media, compared to 70% in North America and East Asia, 67% in Northern Europe, and 53% in Western Europe. The ability to reach a large audience is, thus, a considerable advantage of social media.

Connect directly with your audience

Social media is one of the few marketing techniques that allow a corporation to connect directly with its audience. We know who’s interested in our company because they choose to follow our social media account. This advantage of social media helps a company in many ways: to know its audience better, offer better customer service or analyze the public perception of its company and identify potential customers.

Create organic content

The ability to publish organic content for free is an incredible advantage of social media. It opens up many opportunities for a company to connect to valuable prospects at no cost. This is one of the reasons why companies should use these platforms. Compared to traditional advertising channels such as TV, radio, etc. social media are more reliable and much cheaper.

Drive traffic to its website

Social media are an excellent catalyst for generating traffic to its company’s website. Most social media platforms allow publishing content with a link to its website. By creating attractive content, a company can easily attract the audience by clicking on the link. This directs them to the site, where they can learn more about the company. This is a great opportunity to help the audience become more familiar with the company and will generate more relevant traffic to its page.

Evaluate one’s performance

When launching a marketing campaign, it is useful to grasp how it behaves. Social media platforms make it easy to trace a created campaign and determine what percentage people see the company’s publications, comment, like,

share and more.

One can join social media at no cost

One of the main advantages of social media marketing is that it is completely free. None of the larger platforms have a subscription fee, therefore the only investment a corporation has to make is in the form of time. That being said, most social media platforms have paid-for advertising options. These can also be a notable tool to expand its audience and reach more users but are by no means mandatory for companies.

Create viral content

One of the most unique advantage of social media is the ability to get help from its subscribers. People enjoy sharing things with their networks, from photos and recipes to interesting deals and articles. Unlike other forms of Internet marketing, such as its site and paid advertising, social media content is often shared. Regardless of their scope, our subscribers can share with their subscribers, who then share with their subscribers, offering a wider reach and lower cost compared to a traditional marketing campaign.

Delegating the task

Finally, the last advantage, which is widely used today is the use of influencers. The influencer, through his media exposure or status, plays a preponderant role in the marketing policy of a company or brand. They influence consumer behavior through their power of recommendation and persuasion and convey an impact of authenticity and trust to which Internet users are sensitive.

The influencer’s strength comes from the number of its subscribers. The more subscribers there are, the greater its impact. Its missions consist of interacting, communicating and exchanging with a community that it federates. They are generally experts in a particular field, which is why companies must carefully select the influencer to whom they will entrust the mission of distributing content in correlation with their strategies, a guarantee of effective collaboration.

This cohesion is crucial because the influencer will play the role of ambassador, brand prescriber, relaying messages to his community in order to promote the brand and improve its visibility. The influencer’s action, as a true opinion leader, is now an essential means of communication and social marketing.