Over the years, there have been many revolutions in technology and mainstream digitalisation. Each of them have had their own phenomenal impact, and each of them continue to thrive in their own ways. Of all the technological innovations in recent history, social media is arguably one of the most wildly successful. When it was first introduced, social media was designed purely to be a virtual network of platforms that made global communication easy and instantaneous. Before social media, global connection was time-consuming and incredibly expensive. Suddenly, thanks to the introduction of the worldwide web, and then social media as a follow-up, global communication was a breeze. Over the years, as technological innovation continued to make waves around the world, consumers became more and more immersed in it all. In the case of social media specifically, they found themselves more drawn to what was going on in their virtual worlds, than what was happening around them in the real physical world. And this is where the evolution of social media from one-function wonder, to digital multitool, first began.

The more energy and time that individuals were spending online, the less time they were investing in the world around them. This changed many things in modern life, including our way of communicating with one another face-to-face, our ways of conducting business, and even, as it turns out, our ways of taking in and responding to the marketing efforts that surrounded us. It quickly became obvious to businesses that the attention of their consumer bases was not on them, and they did the groundwork to realise why quite quickly. Businesses realised that the traditional marketing strategies that had worked so flawlessly for them in the past, suddenly did not hold as much power anymore. There was a need for restructuring in the world of business from the ground up, and soon enough businesses sprang into action to win back the attention – and the favour – of their valued consumers. And this is where, and why, social media marketing came to fruition.

When businesses first started using social media as a business exposure and growth strategy, it was a niche. Not everyone was jumping on the bandwagon. However, it quickly became obvious how much, and how well, modern consumers responded to this branch of digital marketing. As time went on, more and more businesses took note and made changes, adopting social media as a marketing tactic. In creating a social media profile, posting consistently and helpfully, and making themselves more available (even if only digitally) to their consumers, brands began to build buzz in a whole new way; not only were they winning back the attention of their old clients, but they were gaining the attention of the entire world. Social media marketing allowed every business the opportunity for global exposure and growth that was previously only afforded to select empires and the like. It was simple, yet effective (it still is), and that was why it worked so well, across the board.

What is more is that there is an online market for practically everything these days. Whether it is a supplement company (think Host Defense) or a high-fashion brand (think Gucci), or anything in between, for that matter, social media marketing has made it possible for practically any business of any size to be successful via social media marketing. Businesses love the cost-effective digital marketing strategy because it saves them money, and gives them the platform to connect with consumers on a stronger, more wholesome level. And consumers love social media marketing because, as is the nature of social media, they feel more connected, heard, and valued by the businesses they love and support so much. In short, social media marketing has allowed for the creation of professional relationships between businesses and consumers that feel more like friendships. Personalised marketing is all the rage these days, and social media marketing is the heart of it all.

The sheer power of social media marketing has led the once-seemingly simple innovation to become a global wunderkind for businesses and individuals the world over. This is a feat of digital innovation that has grown exponentially over the years, blooming to become so much more than what it originally was set out to be. Today, social media marketing is the epitome of a multitool for the digital age. Even now, as it continues to grow in value, this is a marketing concept that is likely to withstand the test of time. Social media marketing first brought close-knit social circles together, and now it has evolved to bring the world together through free-for-all marketing and an approach that makes every party feel like family to one another. This is the new norm in marketing, and social media is the shining star.