Throughout the years in marketing, I ve witnessed many different approaches to how people use social media to sell a product (or themselves).
It always depends on the final customer; I can clearly see that companies usually bet on a few things:
their personal brand (often LinkedIn and X, e.g. Levelsio and Marc Lou for B2B, or Instagram in the case of influencers and their products) purely paid ads (across Meta e.g. minimalist phone, where there is almost no organic content) community-driven growth (Discord, Reddit, Facebook groups, Slack communities, etc.)
