Content is everywhere, and that’s the problem. In a digitally flooded world, visibility alone is no longer enough. It’s crucial to be relevant. For brands, this means moving away from interchangeability and towards smart communication. To be successful on social media, you need more than just reach and a platform. Genuine relationships, strategy and impactful content are what’s needed.
What can you expect from this insight?
- The function and significance of social media platforms
- The advantages of social media at a glance
- The 10 most popular social media platforms
- Influencer marketing: trust meets reach
- How companies use social media successfully
- Conclusion: Strategy and creativity lead to success
The function and significance of social media platforms
Social networking platforms are digital spaces for communication that facilitate the real-time exchange of information, opinions, and multimedia content. Consequently, 5.4 billion people, accounting for around 64% of the global population, now regularly utilise these platforms. The average person spends 2 hours and 20 minutes on social media each day, primarily on mobile devices.
Professional platforms such as LinkedIn are essential for networking, professional exchange, and visibility in the work context. In the commercial sector, however, brands use social media for branding, advertising, sales and lead generation. 95% of all followers of brands are people between the ages of 18 and 34.
For companies, social media is much more than just a marketing channel. It is a strategic tool for showcasing brand personality and generating customer loyalty in real time. Unlike traditional advertising, it enables genuine dialogue on an equal footing, a decisive advantage in the digital age.
Its functions extend beyond mere brand promotion; social media serves as an experience platform where brands engage with customers throughout their journey, through community interaction, data-driven targeting and collaborations with influencers.
Depending on the industry and platform, the average engagement level is between 1.4% and 2.8%. Additionally, approximately 67% of users report that their purchasing decisions are influenced by content seen on social platforms.
At the same time, these platforms offer valuable real-time data on user behaviour, interests and sentiments, which is essential for optimising data-driven campaigns.
However, this openness carries risks: critical posts can quickly escalate into crises that threaten to undermine control over brand messaging. A careless response can trigger a viral negative reaction that is difficult to contain. One-third of US users say they have turned their backs on a brand after an adverse online incident. This is why proactive crisis management, clear communication guidelines and rapid response capabilities are essential for leveraging the potential of social networks responsibly while maintaining the trust of the community.
The advantages of social media at a glance:
1. High reach and visibility:
With the right content and channel strategy, brands can reach millions of users organically and through paid measures. Social media provides an opportunity to access new target groups, reach international markets and engage existing communities.
2. Direct communication on an equal footing:
Social media facilitates dialogue, not monologue. Companies can respond to questions, feedback or criticism in real time. This fosters authenticity, trust, and brand loyalty. Companies that prioritise their community will benefit in the long term from loyalty and positive brand perception.
3. Precise targeting and efficient advertising measures:
Social media platforms have detailed data on the interests, behaviour, demographic characteristics and online activities of their users. This enables highly accurate targeting of advertisements and efficient use of budgets, for example for lead generation, product marketing, or image building.
4. Measurability and data-based optimization:
Unlike many traditional communication channels, activities on social media can be precisely measured. KPIs such as reach, interaction rate, clicks and conversion rates provide meaningful insights into the success of individual measures, creating the basis for continuous optimization.
The ten most popular social media platforms:
1. Facebook
Despite strong competition, Facebook has remained a popular and relevant platform since its launch as a social networking pioneer. Originally launched as a network for private contacts, it has long since developed into a versatile digital ecosystem offering functions for private communication, groups, events, media consumption and brand presence. Companies can create their own pages to post pictures and videos, receive real-time customer feedback, and actively engage with the community.
The user base has changed significantly in recent years: While younger target groups are increasingly turning to other platforms, Facebook now has a strong presence among the 30 to 60 age group. Nevertheless, Facebook had almost 3 billion monthly active users worldwide in 2025. Many users regularly use the platform to find out about news, events or products, often in local or topic-specific groups. This makes Facebook an effective tool for community building, customer service, and spreading of information, particularly in the B2C sector.
2. WhatsApp
As a direct and personal communication channel, the popular messenger has evolved far beyond its original function and now plays a crucial role in social media marketing. Integrated into the Meta ecosystem, WhatsApp enables companies to connect with their target audience swiftly and on an equal footing, bypassing algorithmic hurdles. Through automated chatbots, personalised customer service, product information and campaign newsletters, brands can create relevance and proximity in users’ everyday lives.
This approach is particularly effective with a broad target group aged 25–55 who value efficiency and a personal approach, and who primarily use mobile devices for their online activities. In sectors such as e-commerce, education, and events, the channel boasts high open rates and direct interaction. Combined with other Meta platforms, such as Instagram and Facebook, this creates a powerful interplay of inspiration, information, and conversion.
3. YouTube
YouTube is not just a video platform; it is also a search engine, a place to learn, an entertainment centre and a digital space for in-depth content. Users consume content ranging from a few seconds to hours, and they comment, subscribe and follow their favourite channels. The platform offers space for tutorials, product tests, interviews, reviews, and much more.
Companies can use it to showcase their expertise and brand values through video content and cultivate an engaged audience over time. YouTube has a very broad user base spanning almost all age groups. However, it is particularly well represented by people aged 14 to 35 who are specifically looking for information or entertainment. The platform is ideal for products that require explanation, educational content, or brand-building campaigns.
4. Instagram
Instagram is the home of visual storytelling. Content can be shared as a video or image in the feed, as a temporary story, a dynamic reel or in the Explore section. The platform thrives on aesthetics, creativity, and emotional impact. Users follow brands, influencers and friends, exchange ideas and discover new products and trends. For companies, Instagram is a showcase for their brand, a source of content inspiration, and a highly interactive channel offering immediate feedback. Like Facebook, Instagram belongs to the Meta group. This means that companies benefit from a comprehensive ecosystem enabling cross-target group advertising strategies, cross-channel targeting and the seamless integration of Meta’s platforms.
The target audience is primarily young and consists oflifestyle-oriented individuals aged 18–34. The platform is particularly popular in sectors such as fashion, beauty, nutrition, travel, and design. Users actively consume content and expect high visual standards and valuable stories.
5. TikTok
TikTok is a platform for creative short videos characterised by trends, music, challenges, and high viral potential. Content is usually spontaneous, entertaining, relevant, or socially significant. Brands active on the platform must communicate authentically and adapt to its style in order to be perceived as part of the community.
TikTok primarily reaches users aged 16 to 30, although the platform is also gaining relevance among older age groups. Around 1.6 billion people use the app almost every day worldwide. The community is highly interactive and receptive to creative, valuable brand stories.
6. LinkedIn
LinkedIn is the world’s largest professional networking platform and a hub for digital B2B communication. The platform facilitates professional exchange, networking, thought leadership and strategic personnel marketing. Companies can present themselves as employers, experts or innovation leaders via corporate pages, specialist articles, videos or by engaging directly with their target audience. LinkedIn appeals to professionals worldwide, from recent graduates to top executives.
Users aged 25 to 55 who are interested in professional development, innovation and networking are particularly active on the platform. The platform is ideal for B2B companies looking to engage with a high-calibre target audience through relevant content.
7. Snapchat
Snapchat is renowned for its transient content, such as snaps that are only visible for a few seconds and stories that disappear after 24 hours. The platform focuses on mobile communication, interactive filters, and augmented reality experiences. Users appreciate the spontaneity, immediacy and personal nature of the content. Snapchat is particularly popular with teenagers and young adults aged 13–24. This generation is tech-savvy and mobile, and expects interactive, entertaining content. Snapchat can be a relevant channel for brands that want to connect with young audiences, particularly through AR-based formats.
8. X (formerly Twitter)
X (formerly Twitter) is a real-time network for news, opinions, and discussions ranging from politics and pop culture to technology and business. Short posts, hashtags, and direct interaction are at the forefront. Brands use X to express their views, respond quickly to current issues, and engage in dialogue with opinion leaders.
The platform is particularly attractive to users aged 25–49 who are interested in current affairs, participate in social debates, and influence others. X is extremely relevant for media companies, NGOs, technology companies and brands that communicate in real time.
9. Pinterest
Pinterest works like a digital mood board. Users can search for, save and curate visual content that inspires them, covering topics such as interior design, recipes, fashion and DIY projects. Although the platform is less interactive than other networks, it is particularly effective for visual searches, brainstorming and purchase intentions. Brands use Pinterest to establish an early presence in the inspiration phase of potential buyers.
Pinterest is particularly popular with creative-minded women aged 20–45 looking for lifestyle inspiration or solutions. The platform is geared more towards long-term visibility than quick interaction, promoting it through high-quality, search engine optimised content.
10. Twitch
Twitch is a live streaming platform that originated in the gaming sector, but has since evolved into a diverse content network. As well as video games, content relating to music, sports, talk shows, ‘just chatting’, and creative processes are streamed here in real time. What makes Twitch special is the direct interaction between streamers and viewers via chat functions, creating a high level of engagement and authenticity. Brands can establish a presence on Twitch through sponsorships, hosting their own streams, or collaborating with content creators.
The platform primarily appeals to a young, tech-savvy community aged 16–35. Twitch is particularly popular with male users, although the number of female streamers and viewers is also increasing. Companies looking to engage with the community through live communication will find this an exciting access channel, albeit one that demands a high level of relevance.
Influencer marketing: trust meets reach
Influencers are no longer just content creators with a wide reach; they are also digital opinion leaders who have close ties with their followers. Their recommendations often seem more authentic and credible than traditional advertising because they are based on personal experience and emotional connection. Influencers offer companies an effective way to establish their brand among existing target groups or reach new, previously hard-to-reach segments.
However, professional influencer marketing goes beyond short-term product placements. It relies on long-term partnerships, carefully selected brand ambassadors and content that suits both the brand and its community. The key lies in authenticity, thematic accuracy, and transparent storytelling, whether with micro-influencers with high engagement rates or well-known personalities with a large reach. When used correctly, influencer marketing can generate attention and strengthen trust, influencing purchasing decisions and having a lasting positive impact on brand perception — provided the content precisely targets the relevant audience.
How companies use social media successfully
The key to successful social media marketing is understanding target groups, platform mechanisms, and content potential.
Successful social media marketing starts with a deep understanding of target groups, platform mechanisms, and content potential. Regularly publishing content is not enough. It must offer clear added value, be visually appealing, and be published at the right moment. Companies that want to maintain long-term visibility rely on data-driven decisions, platform-specific formats, and a consistent brand presence.
It’s about more than short-term peaks in reach; it’s about long-term community building, genuine interaction and continuous optimisation. Strategies that combine creativity with analysis, and quick responses with long-term brand management, are particularly effective. Only in this way can attention be turned into real relationships and content into real business value.
Conclusion: Success is achieved through strategy and creativity
Social media is not a passing trend; it is an indispensable part of modern corporate communications. In an age of boundless connectivity, where relevance trumps reach and interaction trumps information, social networks provide direct, emotional and data-driven access to target groups. Companies that use social media strategically benefit from visibility, proximity, scalability and real-time feedback. Successful social media marketing is about more than just publishing content; it’s about building relationships, bringing brands to life, and adapting flexibly to the ever-changing landscape of digital communication. Those who navigate this space with strategic clarity, creative storytelling and data-driven precision will gain a real competitive advantage, both now and in the future.
