In an era of globalisation and interconnections, the democratisation of information and communication technologies is at its zenith! Google, Facebook, Twitter, Instagram, LinkedIn… Social media platforms that have become increasingly popular over time. If some of their advantages seem obvious, the reason for their rapid emergence over the years goes beyond the simple facilities they represent.

With over 3.8 billion active users worldwide, the web 2.0 defines the new 21st century digital society. At home, at work, while travelling or when in public places; to stay informed, for entertainment purposes, to communicate or share information… social media are now omnipresent and accessible anywhere, anytime. There are more and more platforms, and the number of users is constantly increasing. This phenomenon, dating back to the 1990s, hasn’t stopped spreading since then, thereby disrupting traditional social conventions. Between 1977 and 1996, with the Net-Generation (or N-Generation), social networks transformed into real media of immediacy, emotion and volume.


A 61% increase in social media traffic 

The lockdown caused by the Covid-19 pandemic brought about a stronger than ever social media presence worldwide. Audience statistics just took off in the last months! At the international level, a 61% increase in the number of visitors was recorded, with a 70% increase in global internet traffic – a growth also illustrated by a greater use of certain targeted apps and networks.

Tiktok, the video-sharing social networking mobile app, exploded with 2 billion downloads in March 2020. This platform, filled with funny and creative content, reached a large audience these past months, with the #happyathome hashtag being shared by over 7 billion subscribers.

Instagram has also gained in popularity during the lockdown. With 700 million active accounts, this medium is both a famous entertainment platform and a great web marketing tool. Brands around the world have grasped its importance and seized the opportunity to use Instagram as a means to innovatively increase their visibility and boost sales. Instagram videos have become real corporate devices this year. Defined by storytelling, rich in meaning, away from traditional formats and adapting to companies’ evolving needs, videos are a hit will all users!

Following this interest in social media from various brands and companies, LinkedIn has recently seen a significant increase in traffic. The platform now has over 660 million members worldwide. Famous for being the “Facebook in a suit and tie”, LinkedIn allows professionals to remotely interact and grow their network in the comfort of their home or offices.

The role of social media for companies 

The emergence of social media changed users’ habits and considerably impacted the activities of a large majority of sectors. Today, over 80% of companies use social media to promote their products and services. Web marketing strategy, social media marketing, e-commerce…, are all features and businesses born of the great digital trend we have been experiencing these past years. Positioning themselves as true strategic platforms, incurring almost zero expenses, social media can be excellent tools for companies looking to build customer loyalty, improve their reputation and grow their audience.

It goes without saying, social media have become paramount in today’s society. It’s all about learning to live with, use and even develop them on a daily basis. New issues appear every day and, with them, various solutions offered by these innovative tools. While many debates emerge about the role of social media in our lives in the years to come, everyone seems to agree that there’s a lot more where that comes from…