Social media platforms, such as Instagram and TikTok, have heavily impacted how local businesses function and advertise their products to attract users.
“It’s more so two-way communication where now businesses have live, interactive communication with audience around the world,” said Maria Garcia, a digital marketing specialist and FIU professor.
Businesses are pressured to make themselves known in a world full of social media-based marketing. By launching accounts across social media platforms, users are able to support their local shops and restaurants through a simple like or follow.
In South Florida, the Southwest Ranches Farmers Market in Davie utilized social media to attract a bigger clientele. The market specializes in homemade and healthy products, and promotes vendors for visitors to stop and have a bite.
Carolina Hernandez, co-owner of the market, found that consistently posting led to popular health-focused social media influencers trying out their products.
Social media marketing has its limitations, since many older or old-fashioned businesses may not be following trends, creating a disconnect between social media users and the business. Yet, studies show between 23% and 34% of consumers use Instagram and TikTok as a space to review and research local businesses.
