The old adage of “if you’re not on the internet, you don’t exist” couldn’t be more relevant today. Since the turn of the century, social media has taken the world by storm through its unprecedented rise in popularity. In fact, according to the Pew Research center, between 2005 and 2015, the percentage of adults in the United States using at least one social networking site jumped from a mere 7% to over 65% - an almost tenfold jump in one decade.

And this is not exclusively a trend limited to the developed world either. Facebook, the world’s largest social media platform boasts over 2.4 billion users – capturing over 70% of the 3.5 billion global population already connected to the internet.

As social media use continues to evolve, so do the use cases for marketing on these platforms. Succeeding in the social media game long-term takes a good deal of industry know-how. First, you have to understand the culture of each platform to carve out a niche, remain current with ad placement and other back-end changes, and also maintain a high degree of competence in the usual marketing stack with stellar copywriting and ad design as expected by your varying social media customers. All of these aspects play an important role in your long-term branding strategy.