“Don’t forget to like, share and buy”: how social media has transformed branding

Over the past decade, social media has changed how brands engage with their audiences. Advertising and brand recognition was a one-way street, dominated by TV, print, and radio ads. Now, platforms like Instagram, Twitter, TikTok, and Facebook enable direct, two-way interactions, creating more personalised and memorable relationships between brands and consumers.

Customers today expect brands to be available and responsive. If they have a question or issue, they turn to social media for a quick reply. Brands that respond promptly and engage effectively leave positive impressions, encouraging customer loyalty. On the flip side, slow or inadequate responses can damage a brand’s reputation, making it essential for companies to actively manage their social media presence.

Another major shift is the focus on authenticity. In the past, advertising was about maintaining a polished, perfect image. However, modern consumers prefer more authentic and relatable content. They want to see the human side of brands – whether it’s showing behind-the-scenes glimpses, supporting meaningful causes, or admitting to mistakes. Authenticity builds trust, reminding consumers that there are real people behind the brand.

User-generated content (UGC) has become a central part of branding strategies. Reviews, photos, and testimonials from real customers carry more weight than traditional advertising. Consumers tend to trust the opinions of their peers, making UGC a powerful tool for building credibility.

Alongside UGC, influencer marketing has also reshaped advertising and branding. Influencers, with their loyal and engaged followers, allow brands to reach niche audiences in a more genuine way, even when it’s through sponsored content. Whether partnering with mega-influencers or smaller, community-driven creators, brands can tap into the personal connection influencers have with their audiences. This feels more organic and less intrusive than traditional advertising. Many consumers now ignore or block adverts from their socials, even willing to pay for ad-free content on platforms like YouTube. 

Some of the most significant examples of brands that found success through social media are often startups or smaller companies. They have creatively utilised platforms to build their reputations and grow. These brands understood the opportunities that social media offered for connecting with their audiences in an authentic way. 

Glossier

Founded in 2014 by Emily Weiss, Glossier is a beauty brand that built its success through social media. Born from Weiss’s blog Into The Gloss, Glossier stood out with its community-driven approach, using Instagram to crowdsource product ideas and engage directly with customers. Its focus on advertising through user-generated content and real customer experiences made the brand relatable, helping it grow rapidly throughout their target audience.

GoPro

GoPro, the ultimate action camera company, became a household name largely due to its success on social media. Founded in 2002, GoPro’s breakthrough came when it embraced YouTube and other social platforms to showcase user-generated videos of extreme sports and adventures shot on its cameras. The company actively encouraged its customers to share their GoPro footage online, helping to build a massive library of high-quality, engaging content. The strategy worked perfectly with platforms like Instagram and YouTube, where visually striking content thrives. 

ASOS

British online fashion giant ASOS founded in 2000, was an early adopter of social media. In the early 2010s, it used platforms like Facebook, Instagram, and Twitter to promote its products and engage with customers. ASOS’s strategy involved encouraging customers to share outfits with the hashtag #AsSeenOnMe, which the brand then promoted. This approach helped build a strong community and grew ASOS’s online presence through customer recommendations.

Airbnb

Founded in 2008, Airbnb used social media to grow into a global travel powerhouse. Platforms like Instagram and Facebook were used to showcase visually stunning, user-generated content from guests staying in unique homes around the world. By encouraging hosts and guests to share their experiences, Airbnb built a community-based brand that emphasises storytelling and real life. This approach resonated with Millennials and Gen Z travellers, helping the company’s popularity soar.