Why is social media marketing so important?

In today’s world, social media marketing is a core part of modern businesses and no longer just a nice-to-have. For individuals, social media has become part of our everyday lives, and therefore, businesses must place the same value on their online presence if they want to reach their customers.

Social platforms are where people come to discover brands, research services and form opinions. By playing such a crucial role, social media marketing (SMM) has evolved beyond just posting; it’s all about visibility, connection and consistency too.

What is social media marketing?

In its simplest form, social media marketing is the use of social platforms to promote a product or service. However, it covers far more than occasional posts. Social media marketing includes a range of activities, such as:

• Creating and sharing content on social platforms
• Building brand awareness and recognition
• Engaging with audiences through comments, messages and interactions
• Supporting wider marketing goals, including traffic, trust and reputation

Within social media marketing, there are two main approaches - organic and paid. Businesses that use a thoughtful mix of both are often better placed to stand out.

• Organic social media refers to the free content shared on a business’s profiles, such as text posts, images and videos.
• Paid social media involves paying platforms to show content to a larger, targeted audience, usually with a specific objective like awareness or conversions. This can also include paid partnerships with influencers.

The main social media platforms

Social media marketing spans multiple platforms, each serving a different purpose.

• Facebook is often used for community building, particularly by service-based and local businesses. It supports longer posts, reviews and groups that help build trust.
• Instagram focuses on visual content and brand personality. Through images, stories and short-form video, businesses can show the human side of their brand.
• LinkedIn is a professional platform, commonly used for B2B marketing, recruitment and sharing industry expertise.
• X (formerly Twitter) centres around real-time conversation and quick updates, making it useful for engagement and customer communication.
• TikTok is a discovery-driven platform built around short-form video, offering strong reach when content feels authentic and engaging.

Not every business needs to be on every platform. Effective social media marketing is about selecting the channels that best suit your audience and goals.

Why social media marketing matters

Social media marketing plays a key role in online visibility. Many people now check social profiles before visiting a website, using them to assess credibility and legitimacy.

An active and consistent presence helps build trust, while regular engagement demonstrates that a business is accessible and established. Social media also allows brands to communicate personality, values and tone in ways that traditional marketing channels often can’t. Finally, social media supports other marketing efforts by extending content reach, reinforcing messaging and driving traffic.

Final thoughts

Social media marketing isn’t about chasing viral moments or posting for the sake of it - it’s about consistency, relevance and connection. When used well, it becomes a foundational part of a strong online presence, helping businesses remain visible, credible and connected in a digital-first world.