An early social media platform to begin media marketing was Facebook, and corporations utilizing profiles to engage with customers. In addition to this creation was now a famous blogger or online persona promoting products or creating videos rating products. This began the move from customers listening to experts through traditional forms (newspapers, TV, or radio) to influencers. Influencers began to be a trusted source providing video reviews and detailed information that company’s failed showcase. More current platforms include Instagram and Tik-Tok that both expanded their abilities to allow business to promote and sell within the application. Aside from LinkedIn connecting businesses and employees together, Instagram’s platform has been a go-to for micro or small businesses to market and sell their products.
There is an abundance of consumers on social media, which has options for a diverse customer base. Social media use is expected to increase over the years, as well as its influence. It is more likely now that consumers find out about new retail brands on social media, and share it with their friends (on the same application). Personally, I have found various new brands overseas using online platforms. I am lured to view their content as they pop-up immediately on my search or suggested page. Their company’s content is interesting, because they are innovative with their designs and stand out against my usual searches on Nordstrom. I find their products reliable as some influencers (with similar ethnicity and backgrounds) use them and receive better results than the usual name brands.
Small businesses have a lot to gain from promoting their brand through social media platforms. They reach communities outside of their normal range and find new audience to continue their growth. Missing out on Social Media Marketing can create a loss, especially when competing with similar brands. Small businesses (I am familiar with) that have succeeded through their online marketing are Glossier and Warby Parker. These two brands changed ways to reach their consumers and assistance them via personalized online customer service. As they grew their U.S. and international customer base online, they moved to make physical stores.
References:
https://www.business.com/articles/social-media-small-business-importance/
https://www.meltwater.com/en/blog/launching-consumer-brands-in-the-age-of-social-media