Shift in Trust to Social Content Creators Over Traditional TV Personalities or Actors
Let’s be real – if your brand isn’t showing up on social media, does it even exist? With billions (yes, billions) of people scrolling, swiping, and double-tapping their way through the day, social platforms have officially taken over how we consume everything—from breaking news to beauty tips, memes to movie trailers. And for businesses? It’s not just a nice-to-have anymore. Social media is the marketing playbook. If you’re not in the feed, you’re out of the game.
In the digital age, social media platforms have become central to how people consume media and how brands approach advertising. With billions of users worldwide, these platforms are reshaping entertainment, information dissemination, and marketing strategies.
The Rise of Social Media in Media Consumption: As of February 2025, approximately 5.56 billion individuals worldwide were internet users, representing 67.9% of the global population. Of these, 5.22 billion, or 63.8%, were social media users. Platforms like Facebook, YouTube, Instagram, and WhatsApp each boast at least two billion active users, highlighting their extensive reach.
This widespread adoption has led to a shift in media consumption habits, especially among younger generations. According to Deloitte’s 2025 Digital Media Trends report, 56% of Gen Zs and 43% of millennials find social media content more relevant than traditional TV shows and movies. Additionally, about half of these groups feel a stronger personal connection to social media creators than to TV personalities or actors.
Moreover, nearly 50% of Gen Zs and 36% of millennials prefer watching videos on social media over streaming services. This trend underscores the growing influence of user-generated content and the personalized experiences offered by social platforms.
The shift towards digital platforms has significantly impacted the advertising industry. Firms are increasingly relying on digital advertising to target consumers, leading to substantial revenue growth for tech companies. For instance, in 2023, Alphabet/Google’s advertising revenue represented 0.85% of the U.S. GDP, while Meta/Facebook accounted for 0.47%.
This growth is attributed to the ability of digital platforms to collect data on user behavior, enabling more precise targeting of advertisements. This not only enhances the effectiveness of ads but also allows firms to better understand and cater to consumer preferences.
For brands and businesses, the dominance of social media is driving
a reevaluation of advertising strategies.
Strategic Importance for Brands and Businesses: For brands and businesses, the dominance of social media necessitates a reevaluation of advertising strategies. Engaging with consumers on these platforms offers opportunities for personalized marketing and direct interaction. According to Statista, during a 2024 survey among marketers worldwide, around 86% reported using Facebook for marketing purposes, with Instagram and LinkedIn following at 79% and 65%, respectively.
Furthermore, the creator economy is reshaping consumer interactions with brands. Collaborating with influencers and content creators can expand reach and impact across diverse consumer groups. A recent Deloitte survey found that three out of five consumers are likely to engage positively with a brand when recommended by the right creator.
While the opportunities are significant, brands must navigate challenges such as maintaining authenticity, managing consumer data responsibly, and adapting to rapidly changing platform algorithms. Additionally, the saturation of digital advertising means that standing out requires creativity and a deep understanding of target audiences.
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The ascendancy of social media platforms has transformed media consumption and advertising landscapes. For brands and businesses, integrating social media into their marketing strategies is no longer optional but essential. By leveraging the expansive reach and sophisticated targeting capabilities of these platforms, companies can engage consumers more effectively and drive growth in an increasingly digital world.
Drive down overhead costs and move your business forward with MyBFF Social today. Check out our Digital Marketing Mastery Program today. Contact Matt Gentile, CEO, today at 412-477-3349 or email matt@mybffsocial.com or schedule a consultation via: https://calendly.com/mybffsocial.
Sources:
https://deloitte.wsj.com/cmo/5-trends-to-watch-at-cannes-lions-2024-a8dadf78
https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide
https://www.stlouisfed.org/on-the-economy/2024/oct/rise-digital-advertising-economic-implications
https://en.wikipedia.org/wiki/Social_media
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users