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Social Media Marketing Pros And Cons

Globally, there were 4.62 billion social media users as of January 2022, and among internet users ages 18-34, 95% will follow at least one brand on social media.

Fatjon Kabashi

Head of Social Media

Social Media Marketing Pros and Cons

Globally, there were 4.62 billion social media users as of January 2022, and among internet users ages 18-34, 95% will follow at least one brand on social media.


With these billions of active users on various social media platforms, it provides an excellent opportunity for businesses to reach a large target audience and promote their brand to potential customers.


However, as with any marketing strategy, there are pros and cons to consider before implementing a social media marketing campaign.

What Is Social Media Marketing?

Social media marketing is the use of social media platforms to promote a product, service, or brand.


It involves creating and sharing valuable content on social media platforms, such as Facebook, Twitter, Instagram, LinkedIn, and YouTube, to engage with the target audience and drive website traffic.


Moreover, social media marketing also includes paid advertising on social media platforms, which you can it to reach a wider audience and increase brand awareness.


The aim of utilizing social media for marketing purposes is to establish a robust internet presence, foster customer loyalty to a brand, and ultimately boost sales and revenue for the business.

Understanding How Social Media Marketing Works

Social media marketing works by utilizing social media platforms to reach and engage with potential customers. The process typically involves creating and sharing content that is relevant, engaging, and valuable to the target audience.


As a business owner, you can create and share this content in many forms, such as blog posts, videos, images, infographics, and more. You can also promote this content through paid advertising or by leveraging the influence of social media influencers.


In addition, social media platforms offer tools such as analytics to measure the effectiveness of the marketing campaign and target specific audiences based on demographics and interests, as well as optimize your marketing strategies.


So, the key to success in social media marketing is creating engaging content that resonates with the target audience and consistently engaging with the audience to build a strong relationship.

The Pros of Social Media Marketing

Social media marketing offers a range of advantages to businesses looking to promote their brand and reach a wider audience. Here are some of the numerous benefits of using social media marketing in business:


Increased brand awareness

Social media marketing has a significant positive impact on building brand awareness. By leveraging social media channels, you can reach a larger audience and increase your business’s online visibility.


According to a survey, 68% of consumers believe that social media provides them with the opportunity to engage with brands and companies. Therefore, social media marketing campaigns that are well-crafted and targeted can help create a buzz around a brand, generate interest, and foster engagement.


Moreover, social media platforms offer a range of tools and features, such as hashtags, influencers, and user-generated content, that can help businesses build a strong online presence and brand recognition.


This is supported by data that shows 79% of people say that user-generated content on social media significantly impacts their purchasing decisions.


Additionally, the ability to engage with customers in real-time on social media platforms can help build brand loyalty, establish a positive reputation, and ultimately increase sales.



One of the key advantages of social media marketing is its cost-effectiveness. Compared to traditional marketing methods, this digital marketing can be a more affordable option for businesses.


Many social media platforms offer free tools and features that you can use to promote your brand and engage with your target customers.


For example, you can create a business page on Facebook, Instagram, or Twitter for free and post content regularly without any additional costs.


Moreover, many social media channels offer targeted advertising options that can help businesses reach specific demographics, interests, and behaviors, without having to spend a significant amount of money on broad, less targeted advertising campaigns.


With social media marketing, you can reach a large audience and generate leads while keeping marketing expenses low, making it a cost-effective option for businesses of all sizes.


Improved customer engagement

Social media marketing has also a positive impact on increasing customer engagement. With social media platforms, you can connect with your customers in real-time and engage with them through various means, such as comments, messages, and polls.


By responding promptly to customer inquiries and feedback, your business can build a relationship of trust with its audience, which can lead to increased customer loyalty and advocacy.


A data point also supporting this assertion shows that answering a complaint on social media can increase customer advocacy by 25%.


Social platforms also offer features like live videos, stories, and user-generated content that can help to create a sense of community and foster engagement among customers.


According to the research, short-form video offers marketers the highest ROI of any social media marketing strategy and 87% of marketers say video marketing has helped them drive more sales.


Additionally, social media platforms provide your business with valuable insights into customer behavior and preferences, allowing you to create more targeted and personalized marketing campaigns that further drive engagement.


Access to analytics

Another key benefit of social media marketing is that it provides your business with access to analytics tools that can help you track your business performance and make data-driven decisions to optimize your marketing strategies.


Social media platforms offer built-in analytics tools that allow businesses to track their engagement rates, reach, demographics, and more.


By analyzing this data, you can identify which types of content resonate with your audience, which channels are driving the most traffic, and which campaigns are generating the most leads and sales.


This information can then be used to refine marketing strategies and improve performance over time.


Social media analytics can also help businesses identify potential areas for improvement and optimize their content strategy to achieve better results.


Greater website traffic

Social media marketing can have a positive impact on driving website traffic. By promoting your website content on social media platforms, your business can attract potential customers and redirect them to the websites.


Social media platforms also offer your business the opportunity to include links to its website in its social media profiles, posts, and ads.


Data also reports that 75% of marketers credit social media marketing with increased web traffic, and almost 90% say it has improved business exposure.


By strategically placing these links, you can drive traffic to your website and generate leads and sales.


Improved customer loyalty

Social media is where billions of people are creating multiple moments daily, and it is the place where customers already are.


By engaging with customers through social networks, you can create a sense of community and foster relationships with your audience.


In addition, by responding to customer inquiries and feedback, businesses can demonstrate that they value their customers and are committed to providing excellent service.


This can help to build trust and brand loyalty over time.

The Cons of Social Media Marketing

While social media marketing has many advantages, there are also some potential drawbacks that businesses should be aware of. Here are the three social media marketing disadvantages:



Social media marketing can be time-consuming, as it requires consistent content creation, community management, and engagement with followers.


Moreover, 27% of respondents reported that the biggest challenge marketers face on social media is creating engaging content.


So, without a dedicated team or resources, businesses may struggle to keep up with the demands of social media marketing.


Risk of negative feedback

Social media platforms offer a public forum for customers to share their opinions and experiences.


While this can be an opportunity for businesses to address concerns and build trust, it also means that negative feedback and criticism can be visible to a wide audience.


Research shows that 35% of customers in the US post negative comments about companies on social media, and 53% post positive comments.


These poor ratings and reviews on platforms like Google and Facebook can hurt your revenue as well as damage a business’s reputation and brand image.


Limited control

Social media platforms are owned and operated by third-party companies, which means businesses have limited control over the platform’s features, algorithms, and policies.


This can make it challenging for businesses to achieve their marketing goals or to respond to changes in the platform’s rules or policies.


Additionally, social media platforms may change their algorithm or features at any time, which can impact a business’s ability to reach its audience effectively.

Final Thoughts

Social media marketing can be a powerful tool for businesses to reach their target audience and engage with their customers. While there are certainly pros to social media marketing, there are also potential downsides to social media platforms.


Ultimately, businesses must weigh these pros and cons to determine whether social media marketing is the right approach for their unique needs and goals.


By understanding both the advantages and disadvantages of social media marketing, businesses can make informed decisions and develop effective strategies for success in today’s digital landscape.

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