Social media management is the strategic process of creating, scheduling, and analyzing content to oversee a brand's presence across social media platforms, aiming to build brand awareness, engage with audiences, and drive business goals.
This is the estimated total number of social media users worldwide in 2025.
of social users agree if a brand doesn’t respond on social, they’ll buy from a competitor.
Business Growth Features
With users juggling nearly seven platforms a month, brands can’t afford a single-channel approach.
A tailored presence on multiple social networks is key to maximizing reach and engagement across the board.
Social Media Apps: Active User Index.
Index of the number of smartphone handsets using each platform's mobile app in March 2025 (source SIMILARWEB)
AI-generated content flooded feeds, engagement became harder to earn and algorithms started favoring interactions over reach.
Audiences will demand more authenticity. Platforms will double down on real conversations. And businesses that fail to adapt will struggle to scale their engagement and growth. The marketers who win won’t be the ones posting the most, but the ones making data-driven decisions.
Trust plays a huge role in buying decisions. People want social proof, fast customer service and transparent communication. Brands that engage, respond quickly and create genuine, user-generated content will earn loyalty.
Knowing platform-specific demographics and usage patterns as well as the overall state of the industry can help you & us tailor your social media marketing strategy to boost engagement and ROI.
Instagram has 2 billion monthly active users
Businesses on Instagram should focus more on ecommerce features, quick-response messaging and interactive formats like Stories and Reels. Engagement might be dipping, but those who adapt their Instagram strategy can still tap into its high-value audience.
Facebook is the largest social network in the world with roughly 3.065 billion monthly active users
Whether or not businesses should focus on Facebook is a tough question that really depends on your individual Facebook metrics. But the platform’s near-universal adoption, strong marketing appeal and ability to drive direct purchases remains unmatched.
As of January 2025, TikTok receives around 2.65 billion monthly visits
TikTok isn’t slowing down. Even with bans and regulatory hurdles, people are still spending hours on the platform. Beyond watching entertaining videos, TikTok users are actively searching for, shopping and interacting with brands more than ever.
There are more than more than 1 billion members across 200 countries on LinkedIn
LinkedIn continues to grow as the go-to platform for professionals and B2B marketing. With a high concentration of decision-makers and business leaders, it remains an ideal space for thought leadership and lead generation
Should You Go Social
Almost any business stands to gain from a strong social media marketing campaign, since it allows you to reach a wide audience
The amount of social media users is expected to rise to 6,054 m users by 2028.
Impressions are on the rise as well, with social media users spending more time on platforms that continue to show them content that’s tailored to their tastes.
Social netizens are viewing 20% more advertising than they did the year prior.
Social media advertising is no longer a backup plan – it’s crucial for visibility. Paid ads now dominate social feeds, driving brand awareness, sales and engagement.
SMEs (Small and Medium Enterprises) can use social media to increase their visibility and generate leads through low-cost approaches.
Unleashing the Potential:
Nearly 56% of online adults make online purchases on a weekly basis
Affordable social media marketing
Affordable Strategies for small to
medium-sized businesses
Encourage customers to create and share content, a cost-effective way to build trust and engagement.
Adapt materials from other marketing channels, like blog posts or website content, for social media.
Focus on quality over complexity; simple text-based posts and photos/videos can be very effective.
Begin with small daily budgets (€5-€10) to experiment with paid ads and identify which content and platforms perform best.
Track key metrics like follower growth, engagement rate, link clicks, and conversions to understand what's working.
Use data to guide your strategy and expand gradually your budget as you see positive results and return on investment.
First of all, know that there is no fixed price. You choose the amount of your expenses according to your budget or your expected return on investment (ROI).
The cost of social media advertising is highly variable, and depends not only on the social platform you’re posting your ads on, but also on the budget you agree with the platform, and how much engagement your ads get.
Let’s take Meta as an example. And Meta advertising costs are influenced by several key factors.
The goal of your campaign
Meta needs to know what the business objective behind your ads is.
You have 6 choices:
- Awareness: the least used objective because it doesn't generate real revenue, but helps you make your business known.
- Traffic: to encourage users to visit your professional website.
- Interactions: there, the desired goal is a specific action from the users, namely video views, interactions with a publication, or responses to events.
- Prospects: the platform will help your advertising by targeting people who are likely to leave their contact information (on your site, on a form, on Messenger...).
- Promoting the application: you want to promote the download of your mobile application.
- Sales: it's all in the name! The goal is to provoke a clear conversion, often on your website.
The selected billing method
To estimate the cost of your advertising campaigns, you must define your objectives from the start, but also select the billing method.
- Cost per click (CPC): you pay each time someone clicks on your ad.
- CPM (cost per mille impressions): you pay for every 1,000 views of your ad.
- Cost per action (CPA): you only pay if the user performs a specific action (registration, purchase, etc.).
Competition in your sector
Given the platform's dynamic auction system, be aware that the more your audience is sought after by other players in your field, the higher the auction price may be.
The broadcast period
We don't always think about it, but campaigns during holidays or special periods often cost more! These periods are very good times to advertise because internet users are more in a buying mood.
Geographic targeting
Advertisements targeting large cities are more expensive because they cover a larger number of people.
In itself, targeting a very specific audience (like extreme sports enthusiasts in a particular city) can drive up the price of your ad.
- MANAGEMENT
- MARKETING
- AD COST
| Pack | Basic | Plus | |
|---|---|---|---|
| Platform | |||
| TikTok | |||
| Features | |||
| Help you refine your strategy and set smarter goals | |||
| Optimize or create social media profiles from scratch | |||
| Create & publish custom branded content (i.e. posts/videos) | |||
| Responding to customer questions, reviews, and complaints across social platforms | ❌ | 1h | |
| Reports | ❌ | ||
| Price | |||
| 1 Platform 5 Posts / 7 days | 55 € | 85 € | |
| 2 Platforms 5 Posts / Platform / 7 days | 100 € | 150 € | |
| 3 Platforms 5 Posts / Platform / 7 days | 140 € | 215 € | |
| 4 Platforms 5 Posts / Platform / 7 days | 175 € | 270 € | |
| Description | Basic | |
|---|---|---|
| Platform | ||
| TikTok | ||
| Features | ||
| Optimize your visuals and your message to increase the relevance of your ads. | ||
| Testing different formats and messages to see what works best. | ||
| Lead generation (attracting the right clients or customers to your business) | ||
| Driving website traffic through paid-per-click advertising | ||
| Precise audience segmentation and targeted advertising | ||
| Managing your brand’s reputation through positive narratives | ||
| Use retargeting to reach users already engaged with your brand. | ||
| Report & tracking performance tool | ||
| Price | ||
| X Platforms 1 Campaign + Ad Budget (not included) | 65 € | |
| X Platforms 2 Campaigns + Ad Budget (not included) | 115 € | |
| X Platforms 3 Campaigns + Ad Budget (not included) | 165 € | |
| Indicative price in euros | CPC |
CPM 1,000 views | cpa |
|---|---|---|---|
| Platform | |||
| 0.2 / 1.5 | 5 / 15 | 5 / 30 | |
| 0.2 / 1.5 | 5 / 15 | 5 / 30 | |
| TikTok | 0.5 / 2 | 10 / 50 | |
| 4 / 7 | 5 / 8 | 0.7 / 0.9 | |
| Glossary | |||
| CPC = Cost Per Click | |||
| CPM = Cost Per 1,000 | |||
|
CPA = Cost Per Act Instagram per engagement Facebook per Like LinkedIn per send of InMail campaigns | |||
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While time spent on social media has decreased slightly by a few minutes, the number of social media users globally continues to rise.
As of January 2025, 206 million new users have joined social media since this time last year.
- How well do you understand my target market/industry?
- How will you approach content strategy and planning?
- What tools do you use to track performance?
- How will you ensure I get the best value for my advertising budget?
The majority of businesses and marketers agree that social media marketing is a worthwhile investment. According to current research, 73% of marketers report that their social media marketing efforts have been effective, and 90% say it has increased their business’ exposure.
According to a recent HubSpot report, marketing leaders most frequently named Facebook (29%) as the social media channel that delivered the best return on investment (ROI).
That was followed by Instagram (29%), YouTube (26%), and TikTok (24%). LinkedIn was the best investment for just 16% of respondents.