Social Media as a Business Tool: How Platforms Are Changing Online Marketing

The story of social media’s rise is one of paradoxes. What started as a playground for teenagers, a digital space to compare outfits, post selfies, and stalk exes, has morphed into the backbone of modern business. Platforms like Instagram and TikTok are no longer just spaces to share photos of your avocado toast — they are dynamic, digital marketplaces where businesses are born, transformed, and sold, all within the span of a few posts. It’s the ultimate modern-day alchemy, turning mere likes into tangible revenue. But in this strange new world, where the line between personal and commercial is more blurred than the ‘Paris’ Instagram filter, what does social media marketing truly mean?

The Digital Bazaar: The Social Media Economy 

Imagine you’re walking through a bazaar, one that stretches as far as the eye can see. There are no stalls with peeling paint or carpets thick with dust — no, this is a hyperreal, digital bazaar where every product is one click away from your bank account. Instead of hagglers shouting to sell their wares, influencers beam through curated, carefully crafted content, their voices a symphony of enthusiasm, trust, and perhaps a hint of self-promotion. But the rules are different here — instead of a physical stall, you have a profile. Instead of word-of-mouth recommendations, you have viral content. 

Instagram, with its carefully manicured grid, and TikTok, with its dizzying vortex of fast-moving videos, have changed the rules of marketing entirely. Businesses no longer need to rely on expensive TV adverts or billboards that few pay attention to. The brand is no longer a faceless entity but an influencer, an individual, someone you can follow, someone whose life you can peek into. The idea is deceptively simple: you don’t just sell a product. You sell a lifestyle. 

This shift from product to narrative is where the magic lies. Social media allows businesses to tap into the zeitgeist, to create something that resonates with an audience on a deeply personal level. People don’t just want to buy your product; they want to live the story that your product tells. It’s a process that could be called “brand storytelling,” except that it’s less about storytelling and more about creating a visual, emotional relationship. You’re not selling them a lipstick; you’re selling them the idea of confidence, allure, and power — all delivered in a 30-second clip, accompanied by a catchy, viral song. 

Instagram: The Art of Curation  

Instagram has long been hailed as the epitome of aspirational branding. For businesses, it’s the place where a picture is worth more than just a thousand words — it’s worth the cost of a sponsored post and a few influencer collaborations. Instagram is a curator’s dream: a space where aesthetics reign supreme, and where the art of the “perfect image” becomes a marketing tool in itself.  

Think about it: for a brand to succeed on Instagram, it’s no longer enough to simply post a product shot. To capture attention in the sea of curated images, you need an atmosphere. The right lighting, the perfect filter, a flawless caption — everything must align, each post must be part of a greater, ongoing narrative. You are no longer just selling products. You are selling an aesthetic, an ethos, a lifestyle. It’s why brands like Glossier and Nike have been so successful. They don’t just market products; they create a visual identity that speaks to their audience on a deeper level. You’re not just buying their lipstick; you’re becoming part of a community that values authenticity, confidence, and beauty in all its forms.  

However, this isn’t just a vanity project. Instagram also has the incredible power to convert likes into loyalty. By creating a sense of exclusivity or community, businesses build a digital ecosystem where followers become consumers, not just spectators. People don’t just follow brands for inspiration; they follow them because they want to be part of something. It’s this human need for connection that makes Instagram so powerful.  

Rhode, for example, the skincare brand co-founded by Hailey Bieber. Rhode’s Instagram strategy, in my opinion, is a masterclass in curation. I might not be an active consumer, since I have my loyalty to other brands that offer the same products. Nevertheless, you can’t deny that Rhode's well-curated Instagram feed is a minimalist dream — soft, neutral tones, clean lines, and a focus on simplicity. Each post feels intentional, from the product shots to the behind-the-scenes glimpses of Hailey herself. The brand doesn’t just sell skincare; it sells a lifestyle. It’s aspirational yet accessible, luxurious yet relatable. Rhode’s ad campaigns are equally strategic, often featuring Hailey, occasionally starring the ‘it-girls’ of the moment on the Internet, in natural, everyday settings that feel authentic rather than staged. This approach not only builds trust but also creates a sense of intimacy, as if the brand is inviting you into its world.  

What sets Rhode apart is its seamless integration of commerce into its Instagram presence. The brand’s bio features accessible links to its shop, making it easy for followers to transition from admiring a post to making a purchase. This is a key element of Instagram’s power: it bridges the gap between inspiration and action. With features like shoppable posts and Instagram Stories, brands can turn their feeds into virtual storefronts, where every image is a potential point of sale.  

But Instagram’s influence goes beyond just aesthetics and accessibility. It’s also a platform for storytelling. Brands that succeed on Instagram understand that their feed is more than just a collection of images; it’s a narrative. Each post should contribute to a larger story, one that resonates with the audience on an emotional level. For Rhode, that story is about simplicity, self-care, and the idea that skincare is more than just a routine — it’s a ritual.  

This narrative-driven approach is what makes Instagram such a powerful tool for brand-building. It’s not just about selling products; it’s about creating an experience. When done right, Instagram can transform a brand into a cultural phenomenon. It’s why platforms like TikTok and Pinterest, while popular, haven’t quite replicated Instagram’s unique blend of visual storytelling and community-building.  

Of course, the art of curation comes with its challenges. In a world where everyone is vying for attention, standing out requires more than just pretty pictures. Brands must constantly innovate, whether through interactive content, collaborations with influencers, or behind-the-scenes glimpses that humanise the brand. Rhode, for instance, often shares user-generated content, turning its followers into brand ambassadors. This not only fosters a sense of community but also adds an element of authenticity to the brand’s carefully curated feed.  

Ultimately, Instagram’s power lies in its ability to connect. It’s a platform where brands can speak directly to their audience, building relationships that go beyond the transactional. By mastering the art of curation, brands can create a digital presence that feels less like a marketing strategy and more like a shared experience. And in a world where connection is increasingly rare, that’s a powerful thing.  

So, whether you’re a global brand like Nike or a newcomer like Rhode, Instagram offers a unique opportunity to tell your story, one post at a time. It’s not just about the perfect image; it’s about the perfect narrative. And in the age of social media, that narrative is everything. 

 TikTok: The Fast-Paced Revolution  

TikTok, on the other hand, is like the wild younger sibling of Instagram. It’s chaotic, frenetic, and fast-moving — the digital equivalent of a sugar rush. What sets TikTok apart is the sheer immediacy and rawness of its content. There are no perfect photos or filtered lives here. Instead, you’re met with authenticity, fun, and — let’s face it — sheer chaos. The app’s algorithm thrives on virality, pushing videos into the limelight based on engagement, not follower count. This makes it the ultimate democratiser of marketing. You don’t need a million followers to go viral; you need a catchy video and a bit of luck.  

For businesses, TikTok is a goldmine. With its ability to turn everyday moments into viral sensations, brands have been quick to latch on to the power of TikTok trends. Take the “TikTok Made Me Buy It” phenomenon, for instance. Products that were once niche — or even unknown — have seen meteoric rises in sales simply because of the platform’s ability to turn mundane products into cultural touchstones. A beauty product, a food item, a piece of technology — if it’s featured in the right TikTok video, it could become the next big thing.  

But TikTok’s success doesn’t just lie in virality. It lies in the way it brings people together through shared experiences and trends. The platform encourages participation, which is why it’s so easy for brands to tap into its power. Whether it’s a dance challenge or a meme, TikTok allows brands to become part of the cultural conversation, to engage with their audience in real time. It’s not about pushing a product; it’s about creating a moment that users can interact with, share, and make their own. In this sense, TikTok is the ultimate engagement tool, transforming marketing from a monologue into a conversation.  

One of the most fascinating aspects of TikTok is its ability to blur the lines between entertainment and commerce. The platform’s TikTok Shop feature, for example, makes it incredibly easy for users to transition from watching a video to making a purchase. While I’ve never personally bought anything through TikTok Shop, I can’t deny its accessibility. With just a few taps, users can explore products featured in videos, read reviews, and complete a purchase without ever leaving the app. This seamless integration of shopping into the user experience is a game-changer for brands, turning passive viewers into active consumers.  

What makes TikTok Shop particularly effective is its alignment with the platform’s ethos of spontaneity and discovery. Unlike traditional e-commerce platforms, where users actively search for products, TikTok Shop thrives on impulse. A user might stumble upon a product in a viral video, click through to the shop, and make a purchase within minutes. This “see it, want it, buy it” mentality is perfectly suited to TikTok’s fast-paced, trend-driven environment.  

But TikTok’s power extends beyond just sales. It’s also a platform for storytelling, albeit in a very different way from Instagram. On TikTok, authenticity reigns supreme. Users aren’t looking for polished, curated content; they want raw, relatable, and often humorous videos. This shift in expectations has forced brands to rethink their approach to marketing. Instead of focusing on perfection, they’re embracing imperfection, creating content that feels genuine and human.  

This participatory nature is what sets TikTok apart from other social media platforms. On Instagram, brands often feel distant, their carefully curated feeds creating a barrier between them and their audience. On TikTok, that barrier disappears. Brands can engage directly with users, responding to comments, participating in trends, and even creating content in collaboration with their audience. This level of interaction fosters a sense of connection and loyalty that’s hard to replicate elsewhere.  

Of course, TikTok’s fast-paced environment comes with its challenges. Trends come and go at lightning speed, and what’s viral today might be forgotten tomorrow. For brands, this means staying on their toes, constantly monitoring the platform for new opportunities and adapting their strategies accordingly. It’s a high-pressure environment, but for those who get it right, the rewards can be immense.  

Ultimately, TikTok represents a seismic shift in the way we think about marketing. It’s not just about selling products; it’s about creating experiences, sparking conversations, and building communities. In a world where attention spans are shorter than ever, TikTok has managed to capture our collective imagination, turning fleeting moments into lasting memories.  

So, whether you’re a global brand or a small business, TikTok offers a unique opportunity to connect with your audience in a way that feels authentic, immediate, and deeply engaging. It’s not just a platform; it’s a cultural phenomenon. And in the age of social media, that’s a revolution worth paying attention to. 

The Influence of the Influencer  

According to a 2023 report by Statista, the global social media advertising market is projected to reach $247 billion by 2027, growing at a compound annual growth rate (CAGR) of 12.3%. This growth is driven by the increasing reliance of businesses on platforms like Instagram and TikTok to reach their target audiences. 

One of the most profound changes social media has brought to marketing is the rise of the influencer. These individuals have gone from being "just" content creators to full-fledged business partners. Influencers — whether they’re YouTubers, Instagram personalities, or TikTok stars — have become the face of brands, the bridge between companies and consumers. They aren’t just pushing products; they are embodying them. And this is where social media’s power as a business tool truly shines.  

Influencer marketing has seen exponential growth. A 2022 study by Influencer Marketing Hub found that businesses are making 5.20 for every 1 spent on influencer marketing, highlighting the effectiveness of this strategy. Additionally, 90% of marketers believe influencer marketing is an effective form of advertising, with 71% of consumers stating they are more likely to make a purchase based on a social media reference. 

In many ways, influencers are the modern-day salespeople, albeit with a glossy, highly curated twist. Their ability to sway consumer behaviour is undeniable, but let’s not romanticise it too much. At their core, influencers are marketers, leveraging their personal brand to sell products and services. What sets them apart from traditional salespeople is their ability to blend promotion with relatability. They don’t just tell you to buy something; they show you how it fits into their lives, creating a narrative that feels personal and authentic.  

This authenticity, however, is often a carefully constructed illusion. Influencers may seem like your friend, sharing their “real” struggles and triumphs, but their content is rarely as spontaneous as it appears. Behind every candid post or casual product mention is a strategy, a brand deal, or a carefully negotiated contract. This isn’t to say that influencers are inherently disingenuous — many genuinely love the products they promote — but it’s important to remember that their primary role is to sell.  

Brands have recognised the power of this dynamic and are increasingly relying on influencer partnerships to reach younger, more engaged audiences. This isn’t just about paid sponsorships; it’s about collaboration. Influencers and brands are no longer two separate entities; they are co-creators, shaping content together to speak to an audience that craves authenticity. The result is a seamless blend of advertising and entertainment, where the line between genuine recommendation and paid promotion is often blurred.  

But let’s not forget the transactional nature of these relationships. Influencers are, at their core, glorified salespeople. Their success is measured not just by their follower count, but by their ability to convert that following into revenue. This is why brands are willing to pay top dollar for influencer partnerships — because they work. A single post from a high-profile influencer can generate more buzz than a traditional advertising campaign, reaching audiences that are increasingly resistant to overt marketing tactics.  

The rise of micro-influencers has further cemented this trend. These individuals, with smaller but highly engaged followings, are often seen as more authentic than their mega-influencer counterparts. Their recommendations feel more personal, their endorsements more genuine. For brands, this makes them an attractive option, offering a higher return on investment and a more targeted approach to marketing.  

However, the influencer model isn’t without its challenges. As audiences become more savvy, they’re increasingly wary of sponsored content. The Federal Trade Commission (FTC) has cracked down on undisclosed brand deals, requiring influencers to clearly label paid promotions. This has forced influencers to be more transparent, but it’s also made their audiences more sceptical. The result is a delicate balancing act, where influencers must maintain their authenticity while still fulfilling their contractual obligations.  

Another challenge is the sheer saturation of the market. With so many influencers vying for attention, standing out requires more than just a pretty face or a catchy tagline. Influencers must constantly innovate, creating content that feels fresh and engaging while still aligning with their personal brand. This pressure can lead to burnout, as influencers juggle the demands of content creation, brand partnerships, and audience engagement.  

Despite these challenges, the influencer industry exhibits no signs of slowing down. If anything, it’s becoming more sophisticated, with influencers branching out into product lines, book deals, and even television appearances. They’re no longer just content creators; they’re entrepreneurs, building empires on the back of their personal brand.  

But let’s not lose sight of what this really is: a glorified sales pitch. Influencers may have mastered the art of blending promotion with personality, but at the end of the day, their job is to sell. Whether they’re hawking skincare products, fitness gear, or meal kits, their success is measured by their ability to drive sales.  

I personally don’t think it’s necessarily a bad thing, I usually like to say “if you get your bag, good of you.” Influencers have democratised marketing, giving smaller brands a platform to reach audiences they might not have been able to access otherwise. They’ve also created new opportunities for creativity, pushing brands to think outside the box when it comes to advertising.

But it’s important to approach influencer content with a critical eye. Behind every glowing review or heartfelt recommendation is a business deal, a brand partnership, or a financial incentive. Influencers may feel like your friend, but they’re ultimately in the business of selling. And in the age of social media, that’s a reality we can’t afford to ignore.  

So, while influencers have undoubtedly changed the face of marketing, let’s not mistake them for anything more than what they are: highly effective salespeople with a knack for storytelling. Their influence is real, but so is the transactional nature of their work. And in a world where authenticity is currency, that’s a distinction worth remembering. 

Broader Global Perspective

While Instagram and TikTok dominate in Western markets, other regions have their own social media giants that play a pivotal role in shaping consumer behaviour. In China, for example, platforms like WeChat and Xiaohongshu (Little Red Book) have revolutionised the way brands interact with consumers. Xiaohongshu, often referred to as the “Instagram of China,” combines social media with e-commerce, allowing users to discover, review, and purchase products seamlessly. Its emphasis on user-generated content and peer reviews has made it a trusted platform for Chinese consumers, who value authenticity and community-driven recommendations.

Similarly, WeChat has created an integrated ecosystem that goes beyond traditional social media. With features like messaging, payments, and mini-programs, WeChat enables brands to engage with consumers in a holistic digital experience. For instance, a user can discover a product through a friend’s recommendation, read reviews, make a payment, and track their order – all without leaving the app. This level of integration has made WeChat an indispensable tool for brands looking to tap into the Chinese market.

These platforms highlight the importance of cultural context in social media marketing. What works on Instagram or TikTok may not resonate with audiences in Asia, where preferences and behaviours differ significantly. For example, while Western consumers might prioritise visually appealing content and influencer endorsements, Chinese consumers place a higher value on user-generated content and peer reviews. This cultural nuance makes platforms like Xiaohongshu particularly effective for building trust and driving sales.

In India, ShareChat and Moj have emerged as popular alternatives to TikTok, offering regional language content that caters to the country’s diverse linguistic landscape. These platforms have become hotspots for brands looking to connect with India’s vast and varied consumer base. By leveraging localised content and regional influencers, brands can create campaigns that feel authentic and relatable to their target audience.

Meanwhile, in Japan, LINE dominates the social media scene, offering a unique blend of messaging, social networking, and e-commerce. Brands on LINE often use stickers, games, and interactive content to engage users, reflecting the Japanese preference for playful and visually engaging communication.

These examples underscore the need for brands to adapt their strategies to fit the cultural and technological landscapes of different regions. A one-size-fits-all approach simply doesn’t work in the globalised world of social media. Brands must invest in understanding local preferences, behaviours, and platforms to create campaigns that resonate with their target audiences.

Ultimately, the global social media landscape is a mosaic of diverse platforms and cultural nuances. Brands that recognise and embrace these differences will be better positioned to succeed in an increasingly interconnected world. Whether it’s Xiaohongshu in China, ShareChat in India, or LINE in Japan, the key lies in tailoring your approach to meet the unique needs of each market.

Deeper Exploration of Challenges

While social media offers immense opportunities, it also presents significant challenges for brands. One major issue is algorithm changes, which can drastically impact a brand’s visibility. For example, Instagram’s shift to prioritising Reels over static posts left many businesses scrambling to adapt their content strategies. Similarly, TikTok’s algorithm, which favours trending content, requires brands to stay constantly updated on the latest trends. This unpredictability means that even well-established brands can suddenly find themselves struggling to maintain their reach, forcing them to invest more time and resources into staying relevant.

Another challenge is competition from larger brands. Small businesses often struggle to compete with the resources and reach of established companies. While platforms like TikTok have levelled the playing field to some extent – allowing smaller brands to gain traction through viral content – the sheer volume of competition can still be overwhelming. For every small business that goes viral, there are countless others that fail to break through the noise. This creates a high-pressure environment where brands must constantly innovate to capture and retain audience attention.

Cultural sensitivities also pose a significant risk. Brands must navigate diverse cultural landscapes carefully to avoid backlash. For instance, a campaign that resonates in the U.S. might be perceived as tone-deaf or even offensive in another country. This underscores the importance of understanding local nuances and tailoring content accordingly. A misstep in this area can lead to public relations disasters, as seen with several global brands that have faced boycotts or social media outrage due to culturally insensitive campaigns.

Perhaps one of the most pressing challenges is the risk of partnering with problematic influencers. In the rush to capitalise on an influencer’s reach, brands sometimes overlook red flags in their behaviour or past controversies. When an influencer is embroiled in scandal – whether for offensive remarks, unethical behaviour, or even personal missteps – the brands associated with them often face collateral damage. For example, when a popular influencer was exposed for promoting harmful products or making insensitive comments, the brands they endorsed saw a significant drop in consumer trust and sales.

This highlights the importance of due diligence when selecting influencer partners. Brands must not only assess an influencer’s reach and engagement but also their reputation and alignment with the brand’s values. A single misstep can tarnish a brand’s image, eroding the trust it has built with its audience. In an era where consumers value authenticity and ethical practices, associating with a problematic influencer can have long-lasting consequences.

Ultimately, while social media offers unparalleled opportunities for brand growth, it also demands vigilance, adaptability, and a deep understanding of the ever-changing digital landscape. Brands that navigate these challenges successfully will not only survive but thrive in the competitive world of online marketing. 

The Social Media Game: Constantly Evolving 

It’s easy to get caught up in the excitement of it all, to view social media as a shiny new tool for business success. But there are risks, too. The algorithms that govern platforms like Instagram and TikTok can be unpredictable, subject to sudden changes that can affect a brand’s visibility. A viral trend today may be forgotten tomorrow. Social media is a fickle beast, one that demands constant attention and agility. 

And yet, despite the uncertainties, the importance of social media as a business tool is undeniable. As consumer habits continue to shift, as the digital world becomes more intertwined with our everyday lives, social media will remain a crucial player in the marketing game. It is a space where brands can be playful, where they can experiment, where they can evolve. It’s a platform that isn’t just about selling products; it’s about selling stories, emotions, and experiences that resonate with people. 

The trick, as always, will be to keep things real. To remember that behind the posts, the algorithms, and the likes, there are people. And if a brand can speak to those people, authentically, then it will not only sell a product — it will create a community, a movement, a digital revolution. 

S xoxo

Written in Milan, Italy

28th February 2025