Social Media: The Human Pulse of Modern Brand Building
95% of marketers see social media as key.
Discover how to build authentic brands, drive sales, and navigate AI’s rise with human-first strategies.
We Are Social report insights.
A gentle morning light filtered into my auntie’s small textile shop, illuminating dust motes dancing in the air.
The rhythmic hum of her old Singer sewing machine was a familiar lullaby as she meticulously worked on a bespoke sari.
Her hands, weathered by decades of craft, moved with an almost balletic grace, each stitch a testament to precision and care.
She did not just sell clothes; she wove stories into fabric, creating pieces that carried the warmth of her personality and the heritage of her art.
Customers did not just buy from her; they connected with her.
They trusted her.
This intimate, personal connection—the very heart of her brand—was built one conversation, one perfect fitting, one thoughtful recommendation at a time.
It is a scene many of us carry in our memories, a touchstone of what real brand building feels like.
But in our increasingly digital world, where global audiences sprawl across screens and algorithms dictate visibility, how do we, as marketers, capture that profound sense of trust, cultural relevance, and authentic human connection?
And, perhaps more importantly, how do we make it measurable?
Social media is no longer just a digital billboard; it is the primary stage for brand building and direct sales.
A recent We Are Social report reveals 95% of marketers see it as critical, using it to drive emotional connections, cultural relevance, and full-funnel impact.
Navigating AI, shrinking attention spans, and social selling requires a human-first, strategic approach for measurable growth.
Why Social Media Matters Now
The question of how to build that connection in the digital realm has never been more pressing.
My auntie’s shop exists in a world of handshakes and chai, but for the majority of businesses today, the marketplace is a vibrant, often chaotic, digital ecosystem.
It is here, amidst the endless scroll and fleeting attention, that brands must strive to resonate.
For nearly all businesses, social media marketing is the main artery of this ecosystem.
A new report from We Are Social in 2024 laid this bare: a staggering 95% of global marketers now view social media as an important channel for building brands.
This is not just a trend; it is a fundamental shift.
Social media has undeniably evolved from a mere supporting marketing platform into a primary channel, essential for reaching target audiences and shaping brand identity.
This seismic shift demands intentional, strategic deployment for strong brand building.
The Core Challenge: Smart Investment, Measurable Growth
The data speaks for itself.
Social media is not an optional extra, a nice to have for our digital presence.
It is an indispensable cornerstone of brand strategy.
The real challenge, then, is not whether to be there, but how to be there effectively, intelligently, and with measurable impact.
As Paul Greenwood, global head of research and insight at We Are Social, eloquently puts it,
The question isn’t whether to invest in social – it’s the world’s most powerful media ecosystem where brands can have a huge impact through the funnel.
Instead we should be asking how to do it smartly, turning attention into measurable growth.
This sentiment resonates deeply, particularly as we navigate an increasingly automated digital landscape.
The counterintuitive insight here is that amidst the rise of AI-generated content and sophisticated algorithms, the emphasis is actually growing on personal perspectives and human experiences.
It is a return to authenticity, a yearning for genuine connection that cuts through the digital din.
Consider a small artisanal coffee brand: they tried scaling with generic, stock photo campaigns, and engagement stalled.
When they pivoted to sharing candid videos of their baristas’ morning routines, showcasing intricate latte art, and interviewing local farmers, their audience engagement soared, proving that human touch still wins.
What Research Reveals About Social’s Power
The We Are Social report 2024 confirms social media is critical for brand building globally, with 95% of marketers recognizing its vital role in identity and reach.
This universal acceptance means brands must strategically invest in social media as a baseline for competitive relevance, integrating it into their broader marketing mix.
Social media’s utility extends far beyond just brand visibility; it is a full-funnel player, from awareness to direct sales.
A significant 30% of marketing professionals now rely on social media throughout the entire marketing funnel, from initial awareness right through to direct conversions, as reported by We Are Social 2024.
Marketers must therefore integrate social media into sales pipelines, tracking direct conversions and contributing tangibly to revenue, beyond just top-of-funnel engagement.
Furthermore, social selling is rapidly becoming mainstream.
The report found that 63% of marketers are already engaged in social selling, with an additional 17% planning to embrace it within the next year, according to We Are Social 2024.
This highlights a significant shift towards platforms as direct commerce channels.
Companies need to proactively develop robust social selling strategies, train sales and marketing teams, and optimize product showcases for platform-native commerce experiences.
Finally, human experiences are the antidote to automation.
Despite the rise of AI-generated content, there is a growing emphasis on authentic, personal perspectives and human stories.
This trend underscores a desire for genuine emotional connection in a fragmented digital world.
Prioritize real testimonials, behind-the-scenes glimpses, user-generated content, and transparent human-led narratives over overly polished, impersonal, or overtly AI-generated content.
Authenticity is a powerful differentiator in digital marketing.
A Playbook for Smart Social Growth Today
To navigate this evolving landscape, embrace a full funnel strategy, integrating social media into every customer journey stage, from lead nurturing to direct sales, as supported by We Are Social 2024.
Concurrently, master social selling.
With 63% of marketers already engaged, develop dedicated social selling strategies, empowering teams with tools and training for shoppable content and streamlined in-app purchasing.
Prioritize human-centric content.
Counter AI-generated content by leaning into personal perspectives and authentic stories—share behind-the-scenes moments, employee spotlights, and customer testimonials that evoke genuine emotional connection.
Leverage data for measurable growth, as Paul Greenwood advised, by utilizing analytics to understand conversion paths, social ROI, and customer lifetime value, not just engagement.
Adapt to shrinking attention spans by experimenting with short-form video, interactive polls, and concise, visually driven content formats that deliver value quickly.
Crucially, build communities, not just audiences.
Foster genuine interactions through thoughtful responses and discussion spaces, cultivating loyalty and cultural relevance beyond simple consumption.
Risks, Trade-offs, and Ethical Considerations
The social media landscape, while potent, is not without its pitfalls.
Marketers must contend with challenges like stagnating usage on some platforms, shrinking attention spans across the board, and the pervasive rise of AI-generated content, as noted by We Are Social 2024.
The trade-off often lies between the speed and efficiency offered by AI tools and the deeper, more impactful engagement derived from human-led content.
Ethically, transparency is paramount.
Consumers are increasingly wary of inauthentic content.
Brands must clearly disclose when AI is used in content creation and ensure that their brand voice remains grounded in genuine human values.
Data privacy, responsible influence, and avoiding manipulative tactics are non-negotiable.
Mitigation involves consistently prioritizing authentic interactions, investing in community management, and upholding brand values even in the pursuit of viral content.
The goal for effective digital marketing is not just to be seen, but to be trusted.
Tools, Metrics, and Cadence for Impact
To effectively implement these social media marketing strategies, a robust operational framework is crucial.
Essential tools include social media management platforms for scheduling and unified inbox management, along with analytics and listening tools for performance tracking and trend identification.
CRM integration further links social interactions to customer data, enabling personalized marketing and sales.
Key Performance Indicators (KPIs) include awareness metrics like reach and follower growth; engagement metrics such as likes and click-through rate; conversion data like social commerce revenue and lead generation; and advocacy measures like user-generated content and share of voice.
A structured review cadence ensures continuous improvement: weekly tactical reviews for content engagement; monthly strategic reviews for overall campaign effectiveness and social selling; and quarterly holistic reviews for ROI, brand sentiment, and competitive landscape adaptation.
Frequently Asked Questions
Is social media still a critical tool for brand building?
Yes, absolutely.
A new We Are Social report in 2024 highlights that 95% of global marketers consider social media an important channel for building brands, making it an essential component of modern marketing.
How has social media’s role in marketing changed?
Social media has evolved from a supplementary marketing tool to a primary channel.
It is now crucial for driving emotional connection, cultural relevance, and is used by 30% of professionals throughout the entire marketing funnel, from awareness to direct sales, according to the We Are Social report 2024.
Are marketers using social media for direct sales?
Yes, increasingly so.
The We Are Social report 2024 indicates that 63% of marketers are already engaged in social selling, with an additional 17% planning to adopt it within the next year, showcasing a significant trend towards direct commerce on social platforms.
What challenges do marketers face with social media today?
Marketers face several hurdles, including stagnating platform usage, shrinking attention spans, and the proliferation of AI-generated content.
These challenges demand adaptable strategies focused on maintaining authentic engagement and human connection, as noted in the We Are Social report 2024.
Conclusion
My auntie, with her practiced hands and knowing smile, built her brand stitch by loving stitch.
In a digital world where connection scales at the speed of light, the principles remain the same.
The We Are Social report 2024 gives us the definitive proof: social media is not just a platform; it is the beating heart of modern brand building, driving emotional connection, cultural relevance, and yes, direct sales.
It is about understanding that while the tools evolve and AI assists, the ultimate goal is always to connect with another human being.
It is about being smart, being strategic, and being profoundly human.
Let’s learn from the data, but never forget the warmth of that personal touch, because that is what truly turns attention into measurable, meaningful growth.
Embrace the future of social with confidence, clarity, and a human-first purpose.
References
- We Are Social.
New Report from We Are Social (referencing global marketer survey).
2024.