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Social media has become one of the main ways consumers discover new businesses and products.29.7 percent of consumers discover new brands and products through social media ads. Roughly 1/4 of consumers ages 16 to 34 discover brands through social media comments, recommendations and engagement across social platforms.

For small businesses, that creates opportunities to get in front of new customers without the kind of advertising budget larger brands rely on.

Is social media marketing still effective in 2026?

Yes, social media marketing is still effective in 2026. In fact, global social media advertising spend has reached $234.14 billion, and 96% of small businesses use social media in their marketing strategy.

Organic reach has declined on most platforms, but businesses that combine strong organic content with strategic paid campaigns still see significant returns. The key is integrating social with your broader digital marketing efforts, like SEO, PPC, and email.