How social media is fuelling the success of small businesses

Guwahati: A decade ago, the concept of using social media for businesses was foreign. Initially, people were drawn toward social media giants like Instagram, Facebook, and YouTube as modes of entertainment. Gradually, these platforms became the major playgrounds that united all demographics.

Over the years, however, these very same platforms have turned into the greatest tools for small business owners as they get a lot of exposure to massive global audiences. India alone was home to 462 million social media users in January 2024, equating to 32.2 percent of the country's population. As the world is moving at a fast pace, the era of traditional marketing has passed and social media marketing has taken over.

So how does social media marketing work?

Social media is creating new and steady opportunities for small businesses and startups. Small and local businesses can generate leads, increase website traffic, and create other opportunities by leveraging social media marketing. 

In a recent interview with Business North East, the owner of 'Best Bakes', an independent bakery that operates online through Instagram, shared how social media has been instrumental in the business's success. The owner highlighted the significant advantage of social media, particularly for young entrepreneurs.

She informed Business North East, "Social media has helped me in various ways. Being a youngster, I can't open my own stall as I would have to pay a hefty sum as rent. Therefore, social media has played an important role by cutting my expenses of opening a stall and reaching an audience through an online platform via Instagram.” At present, over 90% of the start-up's orders are received through Instagram. This innovative approach has allowed 'Best Bakes' to thrive without the overhead costs associated with a physical storefront.

Social media marketing is especially effective as the conventional way of shopping has made way for the convenience of online marketing. Small businesses are taking full advantage of this, as these businesses are constantly trying to find new ways to gain exposure and improve their marketing plans.

Social media platforms have given businesses the option to express their creative side and showcase their expertise. The real-time advantage of social platforms allows a business to engage with its customers promptly. It has made marketing more streamlined and economical for small business marketers to get their venture started. 

Due to social media being so accessible, it has become easier to promote one’s brand cost-effectively. Not only can a brand promote its products through ads, it can also collaborate with new and upcoming content creators through social media platforms. 

Advertising through traditional media costs way too high of a price, whereas with social media we can reach a larger audience for a fraction of the cost. Social media marketing is a prevalent form of communication that allows companies to reach a wider audience.

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