Social media has transformed the way businesses operate, market, and connect with audiences. Platforms like TikTok, Instagram, and Rednote (Xiaohongshu) have become essential tools for companies looking to build their brand, engage with customers, and drive sales. Recent developments, such as the potential ban of TikTok in the United States and the migration of users to alternative platforms like Rednote, highlight the dynamic nature of the social media landscape and its profound influence on businesses worldwide.

The Reach and Influence of Social Media

Social media’s reach is staggering. As of 2025, over 4.9 billion people globally are active social media users, accounting for more than half of the world’s population (Statista, 2025). This makes it a critical channel for businesses to connect with both local and global audiences.

Key Statistics:

• Engagement Rates: TikTok boasts an average user engagement rate of 8.5%, far exceeding other platforms like Instagram (1.2%) and Facebook (0.8%) (Hootsuite, 2024).
• Consumer Influence: 71% of consumers who have a positive social media experience with a brand are likely to recommend it to others (Sprout Social, 2023).
• Purchasing Behaviour: 54% of social media users have purchased a product after seeing it advertised on a platform (Forbes, 2024).

Social Media's Impact on Businesses

1. Brand Awareness and Visibility

Social media enables businesses to reach audiences they might not have been able to access through traditional methods. Viral content, influencer collaborations, and trending hashtags can exponentially increase brand visibility.

2. Customer Engagement and Loyalty

Platforms allow real-time interaction with customers, fostering stronger relationships. Personalized responses, community engagement, and user-generated content build trust and loyalty.

3. Sales and Revenue Growth

Social commerce, where products are sold directly through social media platforms, has seen exponential growth. For example, TikTok Shop reported $2 billion in sales in 2024 alone (eMarketer, 2025).

4. Market Insights and Trends

By analysing social media trends and user behaviour, businesses can gain valuable insights into customer preferences and industry developments. These insights help tailor marketing strategies and product offerings.

Adapting to Platform Shifts

The uncertainty surrounding TikTok’s fate in the U.S. and the rise of alternative platforms like Rednote underscore the importance of adaptability. Businesses must:

1. Diversify Platforms: Avoid reliance on a single platform by building a presence across multiple channels.

2. Monitor Trends: Stay updated on emerging platforms and shifting user demographics.

3. Leverage Analytics: Use data-driven insights to refine strategies and maximise ROI.

4. Engage Creatively: Experiment with new formats, such as short-form videos and live streams, to maintain audience interest.

Practical Tips for Businesses

• Optimise Content for Each Platform: Tailor your messaging and visuals to match platform-specific audiences and trends.
• Invest in Influencer Marketing: Partner with influencers to expand your reach and credibility.
• Utilise Paid Advertising: Leverage targeted ads to reach niche markets and drive conversions.
• Engage Authentically: Focus on building genuine connections with your audience through interactive and meaningful content.

Final Thoughts

Social media remains one of the most powerful tools for businesses to grow and thrive. While the landscape may shift with events like the potential TikTok ban and the rise of new platforms, the principles of engagement, adaptability, and authenticity will always remain key. As a leading recruitment agency in Asia, Reeracoen is committed to helping businesses and candidates leverage opportunities in a digitally connected world. Whether you’re building your personal brand or scaling your company, the power of social media can be a game-changer.

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Sources and References

1. Statista, "Global Social Media Users 2025"

2. Hootsuite, "Social Media Engagement Benchmarks 2024"

3. Sprout Social, "Consumer Behaviour Trends 2023"

4. Forbes, "The Rise of Social Commerce," 2024

5. eMarketer, "TikTok Shop Sales Surge in 2024"

6. Pew Research, "Social Media and User Preferences," 2023