The Rise of Social Media in Marketing

We all know what social media is, Facebook users create a population large enough to be the worlds third largest country.

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Today consumers can reach all their friends with one post (Brown, 2015), marketers have the opportunity to involve their consumers in their marketing strategies in brand new ways.

We have long had the privelge to be able to voice our opinions, with social media we now have an online medium that allows the reach of said opinions to scope out and reach many audiences. Companies create Twitter feeds and Facebook pages to broaden their reach and have consumers actively participate to benefit and create brand awareness (Divol, Edelman, Sarrazin, 2012). The more we, as consumers, share the better for we are more likely to trust content shared by our friends. 30% of consumers are likely to respond to brand offers if shared by friends or our favourite social influencers (Brown, 2015).



Marketers have many ways social media can be used to benefit the brand. Encouraging consumers to share content through reposting, tagging and liking consumer content can be seen as a brand being actively engaged with their audience. This counteracts with consumers, allowing them to do the work of the marketing campaign. Companies that use social media as a marketing strategy are creating brand assets (Gillett, 2014) in the form of consumer content, as seen by the Selfie Light Phone Case. However social media does come with some problems. The financial impact of social media cannot be measured by one system (Divol, Edelman, Sarrazin, 2012).

Fast company compiled a list of the seven best tips to become one of the best performing brands on Instagram, so I have decided to end this blog post with these tips and how they have been applied by some of my favourite brands. Before I go I would just like to think about how social media has changed marketing. Can you noticeably see the brands you follow today adhering to these tips? Or do you think that marketers could be doing more to use social media to their advantage?

Feature Customers using your products

Frank often showcases consumers using their products, to create a trust with their consumers that their product works as well as encouraging users to create content themselves.

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Take your fans behind the scenes

Chanel offers behind the scenes looks at interviews and fashion shows, to allow consumers to feel part of the process of their global brand.

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Host contests and projects

Youtubers market their brand by hosting competitions such as giveaways to broaden their reach out to the public.

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Mimic your fans

Game of Thrones TV show encouraged users to create fan art in order to generate content in regards to a shocking scene in the latest episode.

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Promote new products

Ben&Jerry Ice-cream often reveal new flavours on their Facebook page, though like to have a laugh as well.

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Harness hasthtag power

Adidas creates the #SpeedTakes hashtag to encourage consumers to create talk about their  sportswear.

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Consider visual variables

Kylie Cosmetics often uploads photos, videos and GIFS to their twitter feed to change up their visual landscape.


Hope you have all enjoyed reading and viewing the marketing and social media scope that todays world is empowered by!

Until next time bloggers,



Brown, Alyssa. “Three Areas Of Consumer Behaviour You Should Know.” B And T, 11 June 2015. Web.
Divol Roxane, Edelman David and Sarrazin Hugo. “Demystifying Social Media.” McKinsey & Company, Apr. 2012. Web.
Gillett, Rachel. “How The Most Successful Brands Dominate Instagram, And You Can Too.” Fast Company, 22 Apr. 2014. Web.

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