GASPRO International Journal of Eminent Scholars

With more than 4.5 billion people using the internet worldwide, business organizations have found digital marketing a potential advertising tool that can help them reach their target audience effectively. Social media provides a dynamic space for businesses to display their brand personality, values, and offerings through multimedia content, influencing consumer perceptions and purchasing decisions. The study aimed to assess social media platforms and business promotion: prospects and strategies. The study reviewed the types of social media used in promoting businesses, i.e., Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, Snapchat, and TikTok. The study also reviewed the effects and prospects of social media on business promotion. On this basis, the study concludes that the synergy between social media platforms and business promotion offers unparalleled opportunities for global outreach and audience engagement. Leveraging effective strategies, such as content marketing and targeted advertising, businesses can establish a direct line of communication, influencing consumer perceptions and driving brand loyalty. One of the recommendations made was to establish a presence on multiple social media platforms to diversify reach and engage with diverse audience segments. Tailor content to suit the unique characteristics and demographics of each platform.