B07 - The Impact of Social Media on Business and Commerce
Social Media for Business
Social media has definitely changed how businesses connect with their customers. It’s no longer just about promoting products, but also about creating conversations and building trust/genuine relationships. I’ve noticed businesses using social media not only to market, but to actively listen and engage with audiences. Personalized replies to comments, re-posts, and behind-the-scenes content make customers feel seen.
A brand that exemplifies this is Glossier. They’ve built a community-driven brand by posting a lot of user-generated content and engaging with feedback on platforms like Instagram and TikTok. Customers often see their ideas reflected in product updates, which builds loyalty. Another great example is Duolingo. Their humor-driven TikToks have given the brand a fun voice, making the brand feel more personal and less corporate. Both of these brands possess authenticity and understand their audiences, so they can communicate in ways that feel natural to the platform. They’re also both consistent in their tone across all social media apps.
The Business: Music Industry
Of course, the relationship between business and social media extends into the music industry, where platforms like Instagram, TikTok, and X (formerly Twitter) have become essential tools for both promotion and fan engagement. For artists and labels, social media is no longer optional, but an essential part of the marketing strategy. Major labels often use social media to launch large-scale marketing campaigns for album drops, tours, or brand collaborations. Labels also tend to rely on influencers, paid ads, and carefully curated content to maximize reach. Artists signed to big labels usually have someone (sometimes even a team) managing their social accounts to maintain activity, visual aesthetic, and image.
On the other hand, small independent artists use social media in more personal, grassroots ways. Without big budgets, they often build their following through authentic interaction—sharing demos, posting behind-the-scenes clips, or chatting directly with fans. Platforms like TikTok have become powerful equalizers, giving indie musicians a shot at virality without needing label support. Both independent artists and labels use more casual, user-generated content. For many smaller artists, this is all they have the time/team/budget for. Larger labels utilize this method, with their artists at the forefront, to create relatable content. In the era of bedroom-pop and indie artists, large scale/high budget marketing campaigns can feel intimidating or out-of-touch.
Saddest Factory Records
Saddest Factory Records, a division of parent label Dead Oceans, uses social media to promote their signed artists in clever ways. They often post satirical corporate-aesthetic content, with their very alternative music artists all jokingly working in the same “office.”
The imprint label posted a call for a “fridge clean out” for their touring artists before they leave, using this post to advertise that 3 of their artists are currently touring. The kitsch corporate humor is inline with Phoebe Bridgers’, famous indie artist who started the Saddest Factory division, previous solo image and aesthetic. Their niche of posts helps to keep album/single/show promotions consistent, with minor aesthetic tweaks for each individual artist. This kind of humor also allows for artist and audience interaction, creating a community space on their Instagram page.
