Social Media
Today, most of the world uses social media. It’s an easy tool that entrepreneurs can use to get the attention of ideal clients and drive business. Roughly 63.8% of the world’s population use social media and the average time spent on social media is 2 hours and 19 minutes per day (Chaffey, 2025). Everyone from single owner entrepreneurs and micro-influencers to mega corporations realize that most of the population uses social media and that it would be a missed opportunity to not use something most people are already engaged with to get the attention of their ideal client and drive business. Not only can social media be used to enhance businesses, but it can also lead to meaningful connections and provide an opportunity for income for entrepreneurs who want something other than the standard 9-5 job. Social media can empower individuals and change economic work and life (Anderson, 2022).
The history and evolution of social media is fairly brief but incredibly fascinating. It has grown drastically in the last few years, which adds to it’s fascination. In 2005 only 7% of Americans used social media. Today it has grown to 64% with the majority of users being GenZ and Millennials (Chaffey, 2025). Users engage with various platforms such as Instagram, TikTok, X (formerly Twitter), Facebook etc. to connect, share information and also enhance their businesses. A great example of how it has evolved is paid sponsorships and the use of influencers and influencer marketing. Where marketing used to fall to the company alone, companies now turn to Artificial intelligence, short-form videos, realist influencer marketing with a focus on micro-influencers, audio marketing and AV product marketing (Muhammad, 2023). My friend Nicole, for example, was able to start her platform by posting funny cooking videos during the pandemic. Her followers have grown and now being an influencer is her full-time job. Companies pay to work with her and she is able to promote their products within her videos. Other companies, like Trova Trip, sponsor her to host trips. I was able to join two of these trips so far and both were incredible experiences, filled with friendship, connection and wonderful memories. My own history and evolution with social media has expanded from someone using social media to watch funny videos to now connecting with friends who live all over the world and now implementing my research into my own website to enhance my own business and brand. The images on this webpage were taken on various trips I was able to take through trova trip.
In addition to benefitting entrepreneurs, social media can also be used to enhance recruitment for companies and/ or universities. Ann Marie Bennet, Author of Social Media, Global Perspectives, Applications and Benefits and Dangers stated “Social media tools are becoming an important presence in the recruitment process…. In order to be competitive, Universities, in general, and career services, in particular, need to invest in more efficient communication processes, allowing as a consequence, the internal actors to obtain prompt information (Bennet, 2014). Social media is a great example of efficient communication. Within seconds you can connect with thousands and effectively promote your company, product or University.
In his research on Revenue Generation through influencer marketing, Maximillian Beichert and his team discussed the difference between micro and macro influencers. Influencer followership levels are commonly defined as nano, micro and macro-influencers and states “Companies have the highest ROI if they target low-followership influencers or nano-influencers, providing significantly better ROI than macro-influencers” (Beichert et. al, 2024). This shows that social media users are more likely to buy something sponsored by a nano or micro-influencer. So you don’t have have millions and millions of online followers to make a difference, be sponsored by companies and make a living yourself.
3 C’s Content, Collaboration and Customization
Another study I found in researching this topic indicated that Social media has emerged as the predominant channel for generating awareness, persuasion and purchase intent. While all 3 Cs were found to be significant determinants, content had the greatest impact (Aggarwal et al, 2024).
Helpful Links and further research
learn about predictions of the future of the internet here
learn more about the growth of the internet, demographic usage and interesting statistics here
To view my linkedin profile and learn more about my personal professional brand, click here
Watch a fun video from Nicole’s most recent trova trip to the Canadian rockies here
References
Aggarwal, Ekta. Misra, Richa. Taneja, Chhavi. (November 2024). Examining the impact of the 3C’s: Content, Collaboration and Customization of social media marketing on luxury fashion brand perception. The retail and Marketing Review. Vol 20, issue, 2. Pages 135-153. file:///C:/Users/e.clark6/Downloads/EBSCO-FullText-01_24_2025%20(1).pdf
Anderson, Janna and Rainie, Lee. (2022, February 7). Visions of the Internet in 2035. Pew Research Center. https://www.pewresearch.org/internet/2022/02/07/visions-of-the-internet-in-2035/
Bennet, AnnMarie. (2014). Social Media: Global Perspectives, applications and Benefits and Dangers. Media and Communications-technologies, Policies and Challenges. eBook Collection (EBSCOhost) https://research.ebsco.com/c/ix3dnl/search/details/p5f7nyh5lv?q=social%20media%20
Beichert, Maximillian. Bayerl, Andreas. Goldenberg, Jacob. Lanz, Andreas. (2024). Revenue Generation through Influencer Marketing. Journal of Marketing. Vol. 88(4) 40-63. file:///C:/Users/e.clark6/Downloads/EBSCO-FullText-01_24_2025.pdf
Chaffey, Dave. (2025, January 2). Global Social Media Statistics Research Summary. Smart insights. https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
[Dope_kitchen]. (2024, July 22). Big chappellroan fans [Video]. Instagram.com. https://www.instagram.com/reel/C9uuJV1u2b6/?igsh=MWNjZDF3YmV4a2N4Zw==
Muhammad, Fahad. (2023). 5 Key Digital Advertising Trends you Need to Implement in 2023. Lead Generation. https://instapage.com/blog/digital-advertising-trends
Erin A Clark 