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Social media platforms have become an essential tool for businesses in the modern world. As of January 2025, there were 5.24 billion social media users worldwide, making up around 63.9% of the global population. This massive reach has made social media marketing a key component of companies’ strategies. In fact, it is practically unheard of for a business to operate without a social media presence in today’s digital age.
Looking ahead to 2026, social media marketing will continue to be crucial for businesses looking to connect with consumers. Chief marketing officers are already planning to increase their budgets for social media advertisements, indicating the importance of this form of marketing in reaching target audiences. One platform that has seen a surge in popularity for advertisements is TikTok. Keyword searches related to “TikTok ads” have increased by 1,329% in the past five years, highlighting the platform’s potential for reaching a wide audience.
Research has shown that in-feed TikTok advertisements have a higher memorability rating than TV advertising and other forms of digital video. This has led companies across all sectors to invest in TikTok ads as part of their marketing strategies. However, as social media evolves, companies are also looking to shift their focus from advertisements to community building.
Online communities have become a significant part of many people’s lives, with almost eighty percent of the population claiming to be a member of an influential online community. Companies are beginning to realize the power of micro-influencers in building these communities. Compared to more popular influencers, micro-influencers have a higher engagement rate, making them a valuable asset for brands looking to connect with consumers on a more personal level.
In terms of sales, social commerce is expected to play a larger role in the coming years. In 2021, social commerce accounted for 14.3% of all online retail transactions in China, demonstrating the concept’s popularity in that market. In contrast, social commerce makes up only 4.1% of total purchases in the United States. However, with Accenture projecting that social commerce will reach $1.2 trillion in 2025, it is clear that this form of e-commerce is on the rise.
As brands look to boost engagement and revenue through social media, social commerce will likely become an increasingly important strategy. This three times faster growth rate than traditional e-commerce indicates the potential for brands to capitalize on social media platforms for sales. With the rise of online communities, the use of micro-influencers, and the increasing popularity of social commerce, it is clear that social media will continue to play a significant role in business strategies in the years to come.
