Why Every Business Must Have a Social Media Presence — and How to Choose the Right Channels
In today’s digital-first world, not having a social media presence is like owning a storefront with the lights off. You might have an amazing product or service, but if no one knows about it, business simply won’t grow. For small to medium-sized companies, social media is the single most cost-effective way to compete with larger players and speak directly to your audience.
Still, the overwhelm is real. Where do you even start? The trick is not to be everywhere—but to be strategic. Instagram and Facebook are still powerhouses for brand storytelling and customer connection. LinkedIn is crucial for B2B credibility. TikTok and YouTube Shorts are reshaping how younger audiences discover brands. And YouTube itself, with over 2 billion logged-in users monthly, remains the second-largest search engine in the world.
The success stories are real. Take Gymshark, which went from a UK garage startup to a $1 billion fitness brand by harnessing YouTube and Instagram. Or local South African brand Native Child, which grew from a small idea to a leading natural haircare label through authentic content and audience connection.