What is World Social Media Day?

World Social Media Day, launched by Mashable in 2010, is celebrated on June 30th. It was created to recognise the growing influence of social platforms on communication, culture, and business. Fifteen years later, it’s clear social media hasn’t just changed how we connect, it’s changed what we expect from connection.

With over 5 billion users globally (DataReportal, 2025), social media quite simply is daily life, with the average user now spending around 2.5 hours per day on social platforms.

The impact on businesses

For businesses, it’s a reminder of how platforms continue to shift buying behaviour, brand discovery, and customer expectations.

According to HubSpot’s 2025 Social Media Trends Report:

• 84% of marketers agree that users will search for brands on social media this year.
• 69% of marketers say more shopping will happen directly on social media than via brand websites or marketplaces, and 25% of consumers have purchased products directly from a social platform in the past three months.
  

And it’s not just discovery, it’s decision-making. Research shows that 27% of internet users follow brands they’re thinking of buying from, and 22% actively use social media to research products or services before committing. Hootsuite’s 2024 Digital Report also highlights that 76% of internet users aged 16–64 use social media to interact with brands or consume branded content. Facebook and Instagram continue to lead in driving referral traffic to websites, while TikTok is rapidly gaining ground among younger audiences.

What that strategy might look like

Consistent, relatable content helps build brand loyalty and keeps your business top-of-mind, even when people aren’t actively buying. Tools like polls, comments, and DMs offer instant feedback, effectively turning your feed into always-on market research. And when it comes to turning interest into action, platforms like Instagram, Facebook, LinkedIn, and TikTok often serve as the first step in a user journey. Paid social can then take it further, with hyper-targeted ads based on interests, behaviours, and location, supported by clear, measurable data.

Final thoughts 

As World Social Media Day reminds us, these platforms aren’t just shaping how we connect; they’re shaping how we do business. For small businesses in particular, social media can be a powerful equaliser. It removes many of the barriers that once limited visibility and allows businesses to engage directly with their audience, without needing large budgets or national campaigns. It’s where relationships are built in real time, trust is nurtured through consistency, and word-of-mouth travels faster than ever. 

When people see regular updates, behind-the-scenes glimpses, or quick replies to questions, it reinforces the sense that there’s a person, not just a product, behind the business. In a crowded marketplace, showing up with purpose on social platforms makes all the difference.

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