Social Media is So Much More Than Selfies

If you’ve read any of my previous articles, you know I preach the importance of utilizing social media to grow your business. From social media etiquette to product trends and somewhat questionable ad campaigns, social media platforms are at the center of many of my musings. Today, though, I’d like to shift gears. Instead of talking about how brands are and should be using social media, I’m going to focus on how consumers are using it. (Just a hint: social media usage has changed a lot in the last few years!) 

It's no secret that social media is more pervasive now than ever. According to the Sprout Social Index, over 5 billion people currently use social media, and approximately 30% plan to spend more time on it this year. In addition to this enlightening statistic, people are using social media in more ways today than they used to. When my parents let me download Instagram for the first time as a teenager, it was a way to share pictures with my friends, like the Rainbow Loom crafts I made, or an embarrassingly long video clip of a cheetah being fed at the San Diego Zoo.  

Now, people still use social media to connect, but it’s so much more than that. Social media is a shopping network. It’s a search engine. It’s a news platform (more on that later). People use TikTok and Instagram to fund lavish lifestyles and even win local elections. It isn’t just selfies anymore: there are hundreds of ways for your brand to interact with consumers on social media platforms.  

Speaking of politics, social media has now become a major news source, surpassing television this year for the first time. According to the Reuters Institute for the Study of Journalism, YouTube, Facebook, and X (formerly Twitter) are the top three social platforms from which people get their news. However, TikTok is also seeing an increase. This may seem surprising, but it makes a great deal of sense.  

Major news broadcasts and even digital news platforms are often limited by time constraints and sponsors, but you can find hundreds of TikToks about politics and world events from influencers, news stations, and consumers alike with the touch of a button. There are also thousands, if not millions, more posts from other people reacting to current events in real time. Social media is timelier and more accessible than many traditional news sources. This information isn’t always held to the same high standards, but it represents a critical shift in how people stay up to date on the news.  

In addition to changing how people interact with each other and how people stay informed, social media has drastically influenced how consumers make purchases. The term “influencer” is frequently used, but it essentially refers to someone who operates within a specific niche on social media to influence consumers’ purchasing decisions. If you’ve opened any social media app for a few minutes, chances are you’ve seen at least one or two influencers on your feed. What’s really fascinating about influencers, though, is their reputation with consumers. In 2024, Forbes reported that approximately 71% of consumers claimed to trust influencers, and 74% stated that they had purchased a product due to an influencer's recommendation. In a previous article, I mentioned that younger generations tend not to trust brands; however, it seems that influencers have a way of working around this.  

It is important to remember, however, that most influencers are not experts. Many are well-meaning and do their best to stay informed in certain subjects, but there are no professional qualifications required to be an influencer. This means it’s up to you and your brand to have all the facts straight, and to be responsible in choosing an influencer to work with.  

The call to action I’d like to challenge you with here is to step out of your comfort zone with social media. If your brand doesn’t have an account, make one. Post something different than what you normally post and see what reaction it gets. Look into partnering with an influencer. Consumers have made it clear that social media isn’t going anywhere, and if we want to keep up with them, we need to meet them where they are.  

If you’re insecure about your social media presence, BSM Media can help. We keep up with the latest social media trends, and can help you get your brand out there.  

Follow us on LinkedIn for the latest updates on all things happening here at BSM Partners.

About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.