Companies that use social media marketing effectively speak to their audiences with a unified, authentic voice. And with so many channels to choose from, it’s easier to cultivate conversations about your brand and get valuable feedback from followers.

But let’s go into a few other reasons why social media marketing benefits businesses of all sizes.

It gives you direct access to your audience through multiple channels

As of 2020, Facebook is still the world’s reigning social network, with over 2.6 billion users, followed by YouTube with a little over 2 billion. But these aren’t the only places where audiences congregate online.

According to Rival IQ, Instagram has considerable benefits for brands across all industries, with a median engagement rate of around 1.22% overall.

We often talk about the impact of video marketing, especially for B2B companies, and for good reason. It’s a vital tool for businesses, and many have created strategies around Facebook Live and Instagram Stories to push their message.

These conversations enable businesses to show the brand’s personality and extend them into their interactions with followers.

There are more opportunities to drive people towards website and products

We’re firm believers in going where your audience is online and using as many touchpoints as possible to drive them to your owned channels. Social media gives you the ability to increase brand awareness, and marketers cite this as one of the main benefits of social media marketing.

It’s not the only advantage you can expect from marketing on social. Companies with a strong social media presence often see increased site traffic, a noticeable uptick in fan and brand loyalty, and of course, a steady stream of new leads.

You have an outlet to provide above and beyond customer service

It’s always great to get a message from customers giving your product or service a rave review. But when a complaint comes in, it becomes an opportunity to impress and exceed a person’s expectations.

Your company’s response to customer service issues shapes how people view your brand and can mean the difference between being loved or hated.

So how do businesses use social media for customer service?

Zappos is an excellent example of a company that has made customer service a top priority since its inception.

The company also leaves their customers with a satisfying experience because they’re helpful, friendly, and willing to make things right for their customers. They pride themselves on providing quick responses to positive and negative comments on Twitter and other social channels.

Starbucks takes it to the next level by not only showing love for their followers but also helping them create the perfect drink.

Each interaction leaves people with the warm and fuzzies as they share their personal experiences and devotion to the brand.

Your brand can directly respond to timely issues

Recently, more businesses have found it necessary to give their stance on timely issues.

This was especially true in 2020 when the world faced several significant social and health crises all at once, including:

– A global pandemic
– Social and political unrest in some countries
– Economic hardships due to the above

A majority of customers expect brands to take a public stand on social and political issues. But as a company, you have to find the right balance between jumping on the bandwagon and putting your support behind causes that deserve people’s attention.

Social media gives you the ability to activate campaigns quickly

Hosting an impromptu livestream has never been easier. Nor has setting up a new social media marketing campaign. With the rise of TikTok, the app challenges brands to deliver their message to younger audiences using one-minute videos.

At first, many companies were hesitant to jump on this trendy platform. But as the third most downloaded in the world with over a billion downloads, this was something marketers couldn’t ignore.

Companies like Chipotle, Nike, and others are running campaigns to engage their followers and promote their products.

And the results? So far, the response has been pretty good.

Companies like Marc Anthony True Professional saw a 60% sales bump for their “Strictly Curls” product line. The hashtag #strictlycurls gained popularity on Tiktok after (mainly) women showed off their freshly washed locs in dramatic style. With over 4 million video views, this shows the potential for this platform to help brands reach people in unique ways.

What’s next for social media marketing?

Technology will continue evolving in new ways that allow us to connect and socialize. Apps like Clubhouse, an audio-based social network, are quickly growing in popularity, giving brands more opportunities to jump in and bring value to audiences.