Is Social Media Marketing Dying? What The Numbers Are Saying:

Social media has become commonplace in our lives. It’s used daily for personal and for business reasons by billions of people around the world. However, there has been some pushback lately because of what social media has become.

Many are tired of the negativity. It can be very polarizing. It has shifted from a place to connect with friends to a place where you market yourself or your company. The monetization of social media is well underway. I think we all knew this would be the reality of social media eventually.

Some have stopped using Facebook, Instagram, and other platforms due to the constant barrage of ads. Sponsored content is now the majority of posts, removing a lot of the organic interaction and engagement. Depending on who you ask, they might even prefer the sponsored content on their feeds compared to some of the “garbage” people post and share.

But is social media marketing dying as a result?

Let’s take a look at what the numbers have to say:

Social Media Usage Stats

According to Oberlo.ca: 

• There are 3.78 billion social media users as of 2021
• They forecast this number will grow to 4.41 billion by 2025
• From 2017 to 2021, the number of users increased by 7.2% annually
• From 2022 to 2025 it is expected to plateau. It is forecast to increase by 3.9%

Based on this data, Oberlo summarizes that:

“Such statistics clearly show the growing trend and reliance of consumers on social media, indicating a clear opportunity for social media marketing opportunities for e-commerce businesses worldwide.”

So, Is Social Media Actually Dying?

The short answer is – NO. It’s not dying. It’s changing just like any other marketing or business strategy. 

Social media users have become savvy to how social media marketing works. We’re in a similar situation to when people became tired of traditional marketing and advertising tactics such as print, television, and radio. Did those die? No. They evolved! Social media marketing will do the same.

Part of the issue, and a reason why some are questioning the effectiveness of social media marketing, is because they haven’t adjusted their strategy to meet with the times. They’re using the same tactics they employed 5 or 10 years ago. These no longer work.

You can’t look at social media in a vacuum

Social media doesn’t exist on its own. You have to consider it as part of your entire marketing strategy. Think about how you can leverage social media marketing into your overall strategy. How does it fit with content marketing, online ads, search engine optimization, and traditional advertising channels? If you need help building a content marketing strategy that’s ideal for social media marketing, CLICK HERE

Brands will always need to meet their target audience where they hang out online

Social media marketing is not about a single platform. Where you target your efforts will be dictated by where your target audience exists. There will always be a new and up-and-coming platform on the horizon. TikTok is a great example of this. Those who were early adopters and figured out how to leverage it are reaping the rewards. If you need a basic overview of the most popular social media sites in use right now, here is a list of social media apps to study.

Social media has become “pay to play”

Social media is not free. While it’s definitely less expensive than other marketing tactics, you still need to invest time and resources. You need to pay someone to manage your accounts. As a social media marketer with extensive experience in social ad management for clients, it’s way too easy to get disorganized when managing organic and paid social content.

With so much noise and so many people competing for your target audience’s attention, you need to invest in social advertising to get your message across. This comes in many forms such as boosting posts, Facebook ads and working with influencers. None of that exposure is free, but it can be worth it.

Be a trendsetter – being reactive is less effective

New trends pop up at lightning speed. You need to be on top of it to capitalize. Creativity is essential. You need to try new things, see what works, and always be adjusting your strategy accordingly. 

Social media marketing is not dying, nor will it soon. It is ever-evolving.

The Marketing Garage is an award-winning Toronto digital marketing agency that has extensive experience in cultivating effective digital marketing strategies. We help businesses in many different sectors across North America fix their social media marketing and branding. Our data-driven mix of SEO and online marketing process helps clients get Fame, Found, and Fans.