When Did This Happen: Social Media Became a Must-Have Marketing Tool?

Believe it or not, there was a time when businesses asked, “Do we really need a Facebook page?” Fast forward to 2025, and not having a social presence is like trying to run a marathon in flip-flops — you’re not going far, and you won’t be taken seriously.

But when exactly did that shift happen? When did social media stop being “nice to have” and become a must-have marketing tool?

At Fifth & Cor, we see the long arc of that transition every day — in how brands show up, how consumers buy, and how connection is created at scale.

Let’s take a look back to understand how we got here… and more importantly, what to do next.

The Social Media Shift: From Optional to Essential

In the early 2010s, brands started experimenting on platforms like Facebook and Twitter. These were the early adopters — testing the waters with giveaways, casual posts, and basic customer service replies.

But the turning point came around 2016, when Instagram began rolling out business tools, Facebook Ads became more sophisticated, and influencers entered the mainstream.

Social platforms were no longer just for socializing — they were driving serious ROI.

By 2020, the pandemic acted as a digital accelerant. Brands that hadn’t yet built online communities were left scrambling. Social became the frontline for visibility, trust, and connection — especially in industries like wellness, beauty, hospitality, and retail.

And now? In 2025, social media isn’t just part of the plan — it is the plan.

Why Social Media Became a Must-Have Marketing Tool

Here’s what transformed social from “something we should do” to the heartbeat of brand marketing:

• Consumer Behavior Changed: People don’t just Google anymore. They discover products through Reels, reviews through Stories, and inspiration through TikTok. Search now begins on social — and if you’re not showing up, you’re not considered.

• Algorithms Reward Authenticity: What used to be pay-to-play has evolved. Yes, ads are still vital, but organic reach isn’t dead — it just requires better storytelling, better timing, and more human brand experiences.

• E-Commerce Integrated Seamlessly: Today, users can buy a skincare product, book a med spa appointment, or sign up for a webinar without ever leaving Instagram or TikTok. It’s not just traffic — it’s transactional.

  
  

A Real-World Example: What It Means in Action

Take a med spa client of ours. Five years ago, their digital strategy was email newsletters and occasional Facebook posts. Today? We manage a full content shoot schedule, run geo-targeted Instagram ads, collaborate with local influencers, and track bookings directly from social DMs.

The result? A 420% increase in booked consultations year over year — all powered by a must-have social media marketing strategy.

The tools may change, but the mission stays the same: Connect with your audience where they actually are

So, What Does This Mean for Brands in 2025?

If you’re still treating social media like an add-on — or worse, outsourcing it to someone who’s “just posting to stay active” — it’s time for a reset.

In 2025:

• Strategy beats spontaneity

• Content must drive action

• Authenticity outperforms aesthetics

• Agility is everything

This isn’t the year to wait and see. It’s the year to lean in, level up, and let your social strategy reflect the sophistication of your brand.

In Summary: It’s Not a Question of If Anymore

The brands winning in 2025 aren’t asking whether social media is a must-have marketing tool — they’re asking how to use it more creatively, more strategically, and more impactfully.

We’re not just talking trends. We’re talking transformation. Being exactly why social media became a must-have marketing tool today.

Ready to Take Social Seriously?

At Fifth & Cor, we build brand-led, performance-driven social strategies that meet your audience where they are — and take them exactly where you want them to go.

Let’s make social your strongest asset.