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Social media channels as we know them today have undergone tremendous changes. If we were to look back at how it all started, it would have been unfathomable to the world how far-reaching the effects of social media would be in the future, as we see today.
The journey began with Bolt, the first social networking and video website launched in 1997. Early social media features were limited to basic text messaging and primitive emojis typed on standard keypads. The commercial use of Multimedia Messaging Service (MMS) in 2002 marked the beginning of a new era. The initial years of these mediums had a simple goal in mind - to connect people. The internet itself was still in its infancy, and access was limited. Users could only use computers to access this limitless global connectivity. Along came the advent of smartphones, wireless internet, and the rest is history.
Today, these social media platforms have become a part of our everyday lives. They have shimmied their way into every aspect of this world. They hold more power than they ever did. This online world, just like the real world, has its own set of rules, completely distinguished from the way the offline world functions. In fact, social media platforms have so much dominance, that users need to follow the set of laws created by these mega corporations.
Social media has the might to sway countless minds. This has led to their ability to bring about social and political impact. The influence of these channels is inescapable in society. The possibility of perils of such strong influence has led to political policies being put in place. In recent years, several countries have imposed bans on social media platforms, citing reasons ranging from national security concerns to the spread of misinformation. India banned TikTok and other Chinese apps in 2020, citing data privacy and security risks. Iran has blocked platforms like Facebook and Twitter since 2009 due to fears of political unrest and the spread of dissent. In 2021, Russia imposed restrictions on Twitter, claiming the platform failed to remove illegal content, and later blocked Facebook and Instagram in 2022 following the invasion of Ukraine, labeling the platforms as extremist
organizations. These bans highlight the complex interplay between government control, digital sovereignty, and the global flow of information.
Main Social Media Tools Today
Today, social media platforms offer a plethora of features, including live streams, videos, photo sharing, ad development, and story posting.
Facebook, founded in 2004 by Mark Zuckerberg, is the world's largest social network with nearly 3 billion monthly active users. It offers features such as News Feed, Groups, Events, and Marketplace, serving as a platform for social interaction, content sharing, and e-commerce.
YouTube, founded in 2005 and acquired by Google in 2006, is the leading video-sharing platform with over 2 billion monthly logged-in users. It offers features like live streaming, monetization through ads, and a vast array of user-generated content, making it a central hub for video content.
Twitter, now rebranded as X, was created in 2006 and is known for its microblogging format, allowing users to post short messages called tweets. It has around 330 million monthly active users, providing real-time updates, news, and public discussions.
WhatsApp, launched in 2009 and acquired by Facebook in 2014, is a messaging app with over 2 billion monthly active users. It provides encrypted messaging, voice and video calls, and group chat features, making it a popular choice for personal and business communication globally.
Instagram was launched in October 2010 as a photo-sharing platform. It has grown to over 1 billion monthly active users, offering features like Stories, IGTV, and Reels for short videos, making it a hub for visual content and influencer marketing.
**Snapchat((, launched in 2011, is a multimedia messaging app known for its disappearing messages and Stories feature. It has over 500 million monthly active users, particularly popular among younger demographics for its augmented reality filters and creative tools.
TikTok, launched internationally in 2018 by the Chinese company ByteDance, has rapidly become one of the most popular social media platforms in the world. It boasts over 1 billion monthly active users and is known for its short-form video content, ranging from lip-syncing and dancing to educational and comedic clips. TikTok's algorithm-driven feed, which tailors content to individual user preferences, has made it a powerful tool for viral trends and influencer marketing. Its features include editing tools, effects, and a vast music library, making it a creative playground for users of all ages.
These social media platforms serve as vital advertising mediums for fashion brands, fundamentally transforming how they interact with their audiences. Since the social media boom in 2009, the fashion and luxury industries have leveraged these channels to engage directly with consumers, paving the way for influencers who have revolutionized advertising and customer relationships. Instagram and TikTok have emerged as particularly influential among Gen Z and Millennials, with brands utilizing data algorithms and customized pages to track customer activities and refine their targeting strategies. Over the past 20 years, a multitude of social media platforms have contributed to this major digital evolution.
Chinese Social Media Arena
China has long restricted access to Western social media sites like Facebook, Twitter, and Instagram, favouring its own platforms due to stringent government regulations and censorship. This emergence is driven by the Chinese government's desire to maintain control over information and foster homegrown tech giants. Major platforms include WeChat, Weibo, and Douyin (TikTok internationally), which boast massive user bases. WeChat alone exceeds 1,2 billion monthly active users and offers advanced integrations like in-app shopping, payments, and various lifestyle services, surpassing many Western counterparts.
Chinese social media apps profoundly influence consumer behavior, shaping shopping habits, entertainment consumption, and public opinion. This self-contained digital ecosystem blends technological innovation with regulatory control, integrating deeply into daily life. Faster broadband speeds and robust internet access in the Asia-Pacific region have driven increased social media usage, making it a major part of daily life. Despite the success of platforms like Facebook and Instagram, local Chinese platforms are becoming crucial in both domestic and international markets.
China's significant role in social media development includes banning and censoring global platforms like WhatsApp, Instagram, and Snapchat for political, economic, and social reasons. Instead, China introduced its own platforms that have redefined social media worldwide.There are several social media networks that have developed over the years with various features. Some of the most popular ones among the Chinese users are listed below. These platforms have become an integral part of Asian social marketing strategy for fashion and luxury brands.
Douyin, owned by ByteDance (which also owns TikTok), has become a major player in the Chinese social media landscape. Douyin, the Chinese version of TikTok, boasts a significant user base in China, with over 700 million monthly active users as of recent reports. With its focus on short-form video content, Douyin has attracted hundreds of millions of users, leveraging advanced algorithms to deliver personalized content. ByteDance, the company behind Douyin, has driven its success through innovation and a deep understanding of user behavior.
WeChat has over 1,34 billion active users, with an estimated revenue of $16,4 billion in 2024. It features 3,7 million mini-programs, earning 2,7 trillion RMB in 2021, and WeChat Pay had 935 million active users in 2023.
Little Red Book has 312 million monthly active users, with a significant proportion being Gen Z and women from tier 1 and 2 cities. It features a user community and e-commerce platform, generating significant revenue during promotional periods.
Weibo, with 250 million daily active users, primarily from mobile devices, integrates with Taobao and Tmall for e-commerce activities. It supports brands by providing interaction summaries and promotional schemes to boost engagement.
Among these platforms, WeChat is the most advanced and effective, offering subscription accounts, apps within the app, and e-wallet facilities, setting a blueprint for the future of global digital communications.
Impact on Fashion
Social media has profoundly impacted the fashion and luxury industry, revolutionizing how brands communicate with their audiences and market their products. Platforms like Instagram, TikTok, and YouTube have become vital marketing tools, allowing brands to reach millions of potential customers instantly. Influencers play a significant role in this transformation, as their authentic and relatable content resonates with audiences, driving brand awareness and sales.
Social media's immediacy and visual nature enable real-time engagement with consumers, allowing brands to showcase their collections, behind-the-scenes content, and live fashion shows. This direct interaction fosters a sense of connection and loyalty among followers, creating a community around the brand. User-generated content and customer reviews on social media further enhance credibility and trust, influencing purchasing decisions.
Social media also democratizes fashion, making it accessible to a broader audience. Emerging designers and small brands can gain visibility and compete with established luxury houses by leveraging social platforms. Additionally, trends spread rapidly on social media, accelerating the fashion cycle and encouraging brands to innovate continuously.
In the luxury sector, social media has shifted the traditional perception of exclusivity. Luxury brands use social platforms to tell their stories, highlight craftsmanship, and engage with younger, tech-savvy consumers. They utilize digital campaigns, influencer partnerships, and interactive content to maintain their allure while appealing to a new generation.
Overall, social media has transformed the fashion and luxury industry by enhancing brand visibility, fostering consumer engagement, and driving innovation. It has created a dynamic, interactive environment where trends are born, and fashion is more inclusive and immediate.
Influencers
The rise of social media influencers began with fashion enthusiasts who started blogging about their style, looks, and recommendations. Initially, these bloggers shared their passion for fashion on personal platforms, connecting with like-minded individuals and building loyal followings. However, the advent of social media channels, particularly Instagram, transformed the landscape, amplifying their influence.
As digital devices became globally accessible and internet connectivity improved, social media consumption surged. Platforms like Instagram, TikTok, YouTube, Facebook, and Twitter saw increased usage, providing influencers with broader audiences. The shift from blogging to social media allowed influencers to directly engage with a global audience, making viral content a powerful tool for rapid popularity.
This evolution has significantly impacted the fashion industry and beyond, turning personal passions into global influence. Audiences prefer human personalities representing brands to foster a sense of connection, leading to higher engagement for individual accounts than for brands. Influencer marketing is estimated to have an 11 times higher influence rate than traditional advertising. Brands now leverage the popularity of influencers, collaborating with them to co-design collections and attract followers with their influential fashion portfolios.
China has a separate term for this strategy, the Wanghong economy (also known as the internet celebrity economy), referring to the digital economy driven by the influencers on social media platforms. This word got more attention after a breakthrough result witnessed in 2016 - the internet celebrity economy was estimated to have a value of ¥53 million (equivalent to $8,4 billion) which was more than China’s overall movie revenue at the year.
Consumers, especially Gen Z and Y, are more influenced by their favorite influencers as they see them as their friends and fashion advisors. The users want to wear the same clothes that their influencers wore. Services such as LTK, Grin, and Julius where the consumers can buy the products that their influencers recommended. Now, the influencers are creating their links with Linketree and Shopify to showcase their portfolio along with their recommendations’ links.
Many D2C brands are using influencer marketing as their main and/or only strategy. Fashion Nova went from an insignificant brand to a company worth $1,4 billion by overspending on influencer marketing.
Live Streams
Live streams were introduced by YouTube in 2008 as YouTube Live in the social media sector. It live telecasted various interviews and performances of stars from San Francisco and Tokyo at the same time. During the Covid-19 pandemic, major fashion houses had to go ahead with online showcasing of their products, instead of a physical fashion show. At the 2020 New York Fashion Week, labels such as Saint Laurent, Prada, and Zimmermann went with online fashion shows.
Nowadays, brands are using social media as one of their main channels to live telecast or release their shows and campaigns. Major labels such as Louis Vuitton, Dior, Diesel, Gucci, Versace, Chloé, Givenchy, Bottega Veneta, Chanel, Prada, and Hermés are some of the several active participants in fashion show live streams.
Users are expecting the labels to release more campaign videos rather than images. Sprout Social found that 54% of the marketers said that video is an effective way to connect with the audience. Wyzowl recorded 87% of its survey’s respondents agreeing to the fact that video content helps in driving sales. Instagram, TikTok, YouTube, and Facebook are the major channels to present creative video content with great narrative. For instance, TikTok reels for business help get the attention of younger audiences and Facebook Live Q&A is an ideal platform to do product demonstrations and feedback by influencers.
In this case, the brands use channels in international and APAC regions to reach out to the customers. They utilize APAC channels to encourage the audience to buy the products online by providing them the correct links and features to facilitate the purchase, whereas international channels to live stream the events mostly focus on customer engagement and building as well as strengthening relationships. Live streams also heighten the price range of the products produced in them.
Targeted Ads and In-App Sales
Prior to social media, brands and companies relied on banner ads, and pay-for-placements ads on the search engines to drive engagement. In 2007, Facebook introduced Facebook Ads, which helped the companies to reach out particular audiences from specific demographics and interests. It worked based on the users’ actions on the site - likes, comments, searches, posts, cookies collected, and the algorithms on it. Targeted ads helped the brands connect with ideal buyers, raise awareness of new products, and establish brand value.
However, in 2023, The New York Times stated that large companies are withdrawing from ad spending due to the economic downturn. With the major drop in economy and revenue gaps, the social media platforms lowered the prices for the ads. Even X lost advertisers’ budgets after Elon Musk took over the platform in 2022.
Even the third-party cookies are being eliminated by Google on its Chrome browsers by the end of 2024 to respect customers’ privacy. Apple’s Safari and Mozilla Firefox have already limited their third-party cookies.
According to Datareportal, 27,6% of online users are visiting social media to get inspiration for purchasing. Nowadays, consumers are looking for easier purchasing options than jumping from one site to another to buy a product. Therefore, many platforms have already established in-app purchase services. Brands have the ability to sell their products directly through TikTok, Instagram, Facebook, X, and Pinterest.
By the year 2017, 7 years after the launch of Instagram and 2 years after the launch of TikTok, social media users have started to cite authenticity as the key factor in purchasing goods and services. So, brands and companies should let their consumers know about their sincerity and responsibility toward authenticity to sell on social media.
AI and Machine Learning
Artificial Intelligence and machine learning are helping brands through social media to enhance personalization in customer services. The AI market in social media is expected to earn an estimated revenue of $3,7 billion by 2026 with a CAGR of 28,77%. The technology can help brands with trend analysis, user behavior prediction, data interpretation, advertising, sentiment analysis, content moderation, voice and speech recognition, and chatbots that can be implemented in social media platforms. With AI and machine learning, one can enhance the features and lead desirable activities by using data analysis on text and visual content creation, monitoring, influencer research, ad management, brand awareness, and more in social media.
The AI algorithms can generate recommendations, suggestions, and inspirations that can be incorporated into social media platforms to reach the right audience by surfing through the vast customer data. McKinsey & Company estimated that 35% of the sales in Amazon are from the AI recommendation.
It also unveiled virtual try-on and augmented reality technologies to allow customers to try on their products before buying, without being physically present at the store. This feature has become an ideal option in social media for consumers. With computer vision algorithms, AI will analyze the skin type, facial features, and body measurements to assist in customer purchasing. Deloitte found that retailers who incorporated virtual try-on can expect a 30% hike in conversions and a 40% decrease in returns.
By utilizing these advanced technologies, the brands can work on releasing targeted ads and campaigns along with intelligent advertising. Infosys stated that 84% of marketing executives believe that AI-powered campaigns offer better results and ROI compared to conventional marketing.
AI-based chatbots and assistants in social media are the next-level features in customer services. They can engage in meaningful and friendly conversations with customers, offer needed information, and comprehend the intent of the customers by using natural language processing and machine learning.
AI can monitor the activities of a brand by detecting its logo and analyzing its use of images and videos as well as delivering insights on the brand mentions and the visual performance on social media.