Social media, a turning point for entrepreneurship

The possibility of having real-time information on the performance of marketing and advertising strategies is undoubtedly an extremely valuable tool for entrepreneurs.

(Expansion) - The influence and importance of social media in the business world is indisputable. In recent years, different platforms have changed and boosted the way in which brands promote their products and services, allowing them to strengthen their positioning, impact and possibilities of growing their business model. I dare say that most business owners and entrepreneurs have witnessed first-hand this phenomenon and how social media has transformed the way in which companies connect with their audience.

Before the accelerated growth of social media driven in recent years by the global pandemic, startups faced great challenges in making themselves known, for example, traditional advertising represented a significant expense and did not always guarantee the desired reach. However, with the arrival of these digital platforms, a door to a world of possibilities opened.

Nowadays, one of the main advantages that social media offers to businesses is the possibility of generating a solid brand and strengthening their presence among clients and prospects. Through business profiles on platforms such as LinkedIn, Facebook, Instagram, Twitter and even TikTok, companies, large or small, can interact directly with their audience, share interesting content and, most importantly, create a community around their brand or product.

Another important factor to consider is that social media provides businesses with the opportunity to focus on relevant audiences. By using segmentation tools, companies can deliver information through ads only to those users who fit the profile of their target audience. This ensures that the message reaches the right people, maximizing the impact of their campaign and increasing the chances of moving from consideration to purchase.

Additionally, the possibility of having real-time information on the performance of marketing and advertising strategies is undoubtedly a very valuable tool for entrepreneurs. Social networks provide detailed metrics that allow them to measure the reach, interaction and impact of their publications. For an entrepreneur, this is pure gold, since they can analyze the results and adjust their strategies in a timely manner, thus optimizing their performance and maximizing every cent invested.

In addition, social media has also become an ideal space for generating business alliances and collaborations. Entrepreneurs today can develop relationships with other companies, influencers and even opinion leaders within their industry or sector. These collaborations can promote their growth and open doors to business opportunities that would otherwise be difficult to achieve for different reasons.

Lastly, but from my point of view the most relevant, are the marketplaces that have emerged as a powerful tool for entrepreneurs. In my experience I can assure you that these spaces developed to promote commerce have revolutionized the way businesses sell their products and services. Social networks have evolved beyond being simply platforms for “ likes ” and “I enjoy it”, to become spaces where entrepreneurs can offer their products directly to users.

Social media marketplaces provide a digital showcase for SMEs and startups, giving them the opportunity to reach a massive and diverse audience in a trusted environment. This not only expands their growth possibilities, but also allows them to reach beyond traditional sales channels. In addition, these marketplaces offer an integrated shopping experience, where a payment platform can be used to offer consumers flexibility and confidence in the purchasing process.

It is essential to mention that the use of social media will have a positive impact as long as it has a solid and consistent strategy behind it. It is not enough to create profiles and share memes. It is necessary to develop a plan focused on business objectives, interact with the audience effectively and authentically, and always be aware of trends and changes in the digital world.

In conclusion, social media has had a significant impact on startups, providing them with a powerful platform to increase their awareness , impact and possibilities to grow their business model. These platforms facilitate access to advertising and marketing, putting on the table the opportunity for companies of all sizes to reach their target audience effectively. Without a doubt, the intelligent and strategic use of social media will make the difference between the success and failure of a startup in these times that many of us call the digital age.