Garrod Marketing
Advice on Socials
Starting out, improving reach, understanding more on Social Media
Importance
Social media refers to online platforms where users can share information and connect with virtual communities through text, video, photos, and other content. As of 2024, social media had more than five billion global users, which is equal to more than 62% of the world population.1 This includes apps or websites designed for messaging and chat, social platforms (like Facebook, Instagram, and TikTok), and community forums, such as Reddit and Discord.
Evolution
As users continued to spend more time on social media sites, different types of social media platforms evolved. They can be broadly categorized as:
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Social networks: Facebook, NextDoor
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Microblogging: X, BlueSky, Mastodon, Threads
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Long-form blogging: Substack, Ghost
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Professional networking: LinkedIn, Behance, ResearchGate
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Video and photo sharing: Instagram, TikTok, YouTube, Snapchat
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Visual curation and search: Pinterest, Houzz, DeviantArt
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Messaging: WhatsApp, Signal, WeChat, Marco Polo
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Community forums: Reddit, Discord, Clubhouse
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Platforms are oriented toward different uses and users. Some may be used purely for socializing, while others are oriented toward professional network building or job-hunting. Some platforms allow users to connect with others who share their political views or leisure hobbies.
Many social media users are acting in a professional capacity. For instance:
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Actors and writers can use social media to connect with fans of their work
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Politicians use them to communicate with constituents and voters
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Nonprofit organizations may use them to promote charitable causes or collect donations
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Government agencies can use social media to communicate with the public during emergencies.
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Posting content on social media, either sponsored by a business or funded through follower support, can also be a job in itself, separate from any outside work that the social media posts are promoting. These types of social media users are generally referred to as influencers or content creators. One in five social media users consider themselves professional content creators
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Social media has also become an important form of marketing for many companies. Businesses use social media to identify and capitalize on consumer trends, engage with customers, collect consumer data, and pay for targeted advertising. Many also work with influencers, paying content creators to promote their products or services directly to the influencers' audience or followers.
Awareness
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Since the early 2000s, social media has reshaped how people interact online, impacting community building, news, politics, entertainment, and advertising. Despite the downsides, including the spread of misinformation and child sexual exploitation, social media continues to grow each year.
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With more than five billion users worldwide spending an average of over two hours per day on its apps and websites, social media has become one of the most important ways for individuals, businesses, creators, and politicians to connect with one another.
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As of 2025 - Out of the total estimated UK population of 69.30 million, approximately 37.45 million people are active Facebook users - approximately 54.63% of the total UK population.
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For B2B companies, the most popular type of video content to create in 2023 was testimonial videos, followed by explainer videos.
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96% of people turn to videos to learn more about a product or service
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Latest reports show that Instagram has 2 billion monthly active users. While not at the Facebook level (over 3 billion), this is still huge for brands on Instagram. With the right strategies to get more Instagram followers, these users could turn into loyal fans of your brand.
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