Is social media really necessary for businesses? As a full-service marketing agency that’s worked with many clients across industries on their social media strategy, we certainly think so, and we’ve got numbers to show for it. For many businesses, taking the reins of your social media presence can increase brand awareness, establish credibility, grow your audience, and drive traffic to your website.
That being said, there are nuances, and creating an Instagram account won’t make sense for every business out there. We’ve compiled a list of benefits of employing a social media strategy, and we hope it’ll give you insight into whether social media is the right move for your organization.
A social media presence helps establish your company’s credibility.
Social media is no longer just a place to connect with friends. It’s one of the first places people go to research businesses.
According to the Global Digital Report 2025 by DataReportal, there are now over 5 billion social media users worldwide, and social platforms are among the top channels people use to research brands before making a purchase.
In addition, a 2024 report from HubSpot found that 80% of consumers say social media influences their purchasing decisions, and younger demographics increasingly use platforms like Instagram and TikTok as search engines.
This shift is significant. Gen Z and Millennials frequently search for:
- Product reviews
- Behind-the-scenes content
- Customer testimonials
- Brand values and culture
Even if your target audience isn’t primarily Gen Z, the expectation that legitimate businesses maintain a digital presence continues to grow across all age groups.
If someone searches for your business and finds an outdated page — or no presence at all — it can create hesitation.
For product-based businesses, social media also serves as a live portfolio. It allows you to:
- Showcase your products in real-world settings
- Highlight user-generated content
- Demonstrate brand personality
- Reinforce social proof
A thoughtful presence communicates that your business is active, credible, and trustworthy.
A social media strategy grows your reach (and, in turn, your business).
Social media has fundamentally reshaped marketing.
- Facebook has over 3 billion monthly active users
- Instagram has more than 2 billion
- TikTok has surpassed 1.5 billion global users
That’s billions of potential touchpoints.
Unlike traditional advertising, social media allows you to:
- Target by location, interest, behavior, and job title
- Reach local audiences with precision
- Retarget users who have already visited your website
- Scale visibility quickly with paid campaigns
Organic reach alone may not be what it was in 2018, but strategic paid campaigns continue to deliver strong ROI when paired with strong creative and messaging.
We’ve seen firsthand how strategy changes outcomes:
The difference was not simply “posting more.” It was planning, targeting, and measuring.
An intentional social strategy drives traffic to your website.
Social media is not just about likes and follows. It’s a powerful driver of measurable results.
According to Statista (2025), social media remains one of the top sources of referral traffic globally.
Additionally, HubSpot’s 2024 marketing data shows that marketers rank social media among the top channels for lead generation, particularly when combined with paid advertising and strong calls to action.
With intentional campaigns, social media can:
- Capture email addresses
- Drive traffic to landing pages
- Promote events
- Support recruitment efforts
- Increase conversions
Here are real results we’ve achieved with clients through organic and paid social strategies:
The key is strategy, not just presence
The real question isn’t “Should we be on social media?”
It’s:
- Who are we trying to reach?
- What action do we want them to take?
- How will we measure success?
- A social media account without a strategy is just noise. A social media strategy aligned with your business goals becomes a growth tool.
If you’re unsure whether your current approach is working, it may be time for a refresh.
If you’ve decided your business needs a social media revamp, we’d love to help! We’re a women-owned, full-service marketing firm based in Charlottesville, Virginia. Give us a buzz, and let’s get a meeting on the calendar!