In a world dominated by scrolling thumbs and trending hashtags, it might feel like social media is the key to making it big in business.
Every day, we interact with companies and public figures who exploded with brilliant digital marketing, and of course, going viral.
Chipotle is a prime example. It announced digital sales growth of 88% and revenue growth of 14.6% to $1.4bn for Q3 2019, which has been largely credited to it’s clever campaigns and entertaining content on social media.
From influencers launching product lines to startups going viral overnight, the digital stage seems essential. But is social media truly necessary for success as so many people claim? Do you HAVE to have an instagram to rocker your sales or can businesses thrive without it?
The answer is gray. While social media can be a powerful tool, many modern companies have succeeded off the apps. Let’s explore both sides of the argument.
Why Social Media is necessary for success
1. Visibility & Brand Awareness
Social media platforms are the modern-day town square. They allow businesses to show up where people already are—scrolling through feeds.
With the right strategy, even a small brand can build massive awareness and reach a global audience at little to no cost.
2. Customer Engagement & Relationship Building
Social media provides a direct line to customers. Businesses can answer questions, collect feedback, and build trust through genuine interaction.
These relationships often translate into loyalty and word-of-mouth promotion that’s hard to achieve elsewhere.
3. Cost-Effective Marketing & Sales
Compared to traditional advertising, social media marketing can offer better ROI. Platforms like Instagram, TikTok, and LinkedIn let businesses target ads to specific audiences, track performance, and pivot quickly.
For many small businesses, and even big businesses, this is the most accessible form of promotion.
Before jumping on board the social media train, Chipotle was struggling with plummeting sales and capturing the interest of younger audiences.
It was able to completely transform its relationship with previous customers and attract new ones through social media. Chipotle particularly thrived on TikTok, creating fun and unique content such as challenges like #LidFlip and #GuacDance.
Why social media isn’t always necessary
1. Some industries flourish the old fashioned way
Not every business needs to be online to succeed. Local tradespeople, niche B2B firms, or luxury brands with an exclusive clientele may rely more on reputation, referrals, and networking than social media clout.
2. Word-of-Mouth & Community matter
Before likes and shares, businesses thrived on personal recommendations. This hasn’t changed. A strong network, excellent customer service, and a quality product can still fuel growth without a digital presence.
3. Social Media can be distracting & directionless
For some brands, especially those without clear digital strategies, social media can become a time sink or lead to miscommunication. Posting without purpose may dilute a brand’s message or even invite backlash if not managed carefully.
Social butterflies vs Wallflowers
Social media is a powerful accelerator—but not a magic wand. For most businesses today, having some social media presence is beneficial, but success doesn’t solely depend on it.
The key lies in knowing your audience, your industry, and what genuinely aligns with your business goals.
Whether you’re posting reels or shaking hands at a community event, the foundation of success remains the same: offering value, building trust, and staying authentic.
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