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Are social media apps replacing traditional marketing campaigns?

Comparison between social media and traditional marketing strategies

Marketing in the digital age is always evolving due to technical advancements and changing customer behaviour. With the growing popularity of social media sites such as TikTok and Instagram, there is a contest concerning whether they are replacing traditional ways of marketing. This article discusses how social media applications are changing marketing tactics and how they may impact traditional marketing methods.

The rise of Social Media

Social media platforms have influenced how businesses interact with their audiences (Navarro, 2023). In today’s digital age, developing good customer relationships is critical for organisations to succeed. It extends beyond simply offering a product or service. It entails establishing an authentic connection with customers.

TikTok and Instagram: The New Frontier

Platforms such as TikTok as well as Instagram have become known as effective marketing tools, especially among younger audiences. According to Business of Apps Statistics, TikTok has been downloaded over four billion times . Currently, it has 1.5 billion monthly active users by 2023. This figure is only likely to climb, reaching 1.8 billion by the end of 2024. Its short-form film style and algorithmic searching for content renders it an excellent venue for creative marketing initiatives. Similarly, Instagram’s visual-centric strategy as well as the variety of features, such as Stories, Reels, and IGTV, give marketers plenty of options to connect with customers.

The Impact on Traditional Campaigns

While social media marketing has many advantages, it does not always replace conventional marketing methods. Traditional marketing is still relevant and influential today (Raz, 2022). Its significance rests in its ability to reach older generations while also developing brand credibility. Print advertisements, television commercials, and billboards remain to play an important role in many marketing campaigns, providing broad reach and practical presence.


In conclusion, social media apps such as TikTok and Instagram are undoubtedly changing the marketing environment. However, they do not completely replace traditional marketing. Instead, firms are combining digital platforms with conventional channels to develop an integrated advertising initiative that reaches an extensive spectrum of audiences. As technology advances, marketers must modify their plans to capitalise on the potential given by social media while acknowledging the long-term worth of traditional marketing channels.



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