illustration of pen on Influencer marketing blog

How Social Media Affects Marketing

Smartphone with social media apps and ads displayed on the screen
3 minutes

Author: Maibrit Hovedskou

Published: January 13, 2023

Lately, consumer behaviour has changed drastically. This has influenced many industries, some more than others.

Perhaps the greatest consequence of the spread of Internet connectivity is evident in the advertising field. Media like television, newspapers, radio might not be dead yet, but appear outdated. Many marketers often consider them as promotional methods of the past. Instead, social media advertising proves to be highly effective and popular among various industries.

For that reason, traditional media ad spending is decreasing with time. In the meantime, the spending for digital and social media advertising grows faster than ever, according to Techcrunch.

Traditional media ad spending is continuously decreasing, while the spending for digital media grows with fast pace.

What makes social media advertising so popular among marketers?

You can answer these questions just by looking at your own behaviour. What is the first thing you do in the morning, or while travelling in the metro, or waiting at the cashier in the grocery store? Where do you search for reviews about the new fancy restaurant in your area or how do you plan your next vacation?

You check your Instagram or Facebook account, browse Pinterest or YouTube. It seems like social media is a more important part of your daily routine than you realize.

In fact, internet users are now spending an average of 2 hours and 22 minutes a day on social media.

According to a survey, internet users are now spending on average 2 hours and 22 minutes a day on social media.

Having in mind the time we devote to such platforms, it is not a surprise that advertisers follow our steps by flooding social networks with different promotional materials.

Social media is a tool for communication and the creation of valuable content. This is and the main concept of marketing – to communicate the value of a product or service to the customers. Businesses now use social media to grow their brands on the basis of connecting with customers. Providing interesting content can successfully capture users’ attention, and build a strong bond with them.

Benefits of social media advertising

If a company has not incorporated social media in its promotional mix yet, it is most probably doomed to failure. Due to the social media boom, consumer behaviour is now revolutionized and way more complicated.

The concept of aggressive selling is left in the past because people tend to be more resistant to ads and have higher control over a brand. Instead, brands rely on a soft-sell approach, designed to expose a product to the public without coming out as too intrusive.

Social media gives businesses the opportunity to be creative and provide insightful content, that customers require and value. Consequently, the more interesting content a company creates, the more likely it is to be shared among social media communities. As a result,  the potential for word-of-mouth marketing will further support the promotional efforts.

Moreover, social media advertising may decrease marketing costs and increase ROI.

Considering the above-mentioned facts, it is easy to grasp why traditional media had become less used nowadays.

How to use Social Media to advertise?

Together with all the benefits, social media comes with some challenges as well. A digital marketer might get lost among the plentitude of channels available. When it comes to choosing the right platform and type of content, it is all about being relevant.

Firstly, think about which channels are most popular among your target group. Furthermore, what type of messages adds value to their lives and what they consider as important.

While in the past advertising was more simple, today it is digital and highly perplexing. Companies have to stop delivering monologues about their brands and products. Consumers today want a two-way, emotional-based conversation instead.

If you want to learn tactics on how to connect to customers through influencers social media, make sure you download this free E-book.


dm illustration influencer marketing
Ready to make
lasting impressions?