Do I Need Social Media for My Business?

The question of whether businesses truly need social media is one that occupies the mid-market in particular. While some companies are already thriving on Instagram, LinkedIn, and similar platforms, others still hesitate. Yet the numbers paint a clear picture: over 83 percent of the German-speaking population aged 18 and above is active on social media in 2024/2025. This statistic underscores the enormous potential social media holds for businesses.

But not every business needs to be on every platform. What matters is a well-considered strategy that aligns with your target audience and business objectives. In this article, we examine the most important aspects of social media for businesses and help you decide whether and how to use social media for your company.

Social media usage has grown rapidly in recent years. Video dominates the landscape: 92 percent of internet users watch online videos weekly. (Source: Agorapulse) For businesses, this means that creating compelling, high-quality marketing videos is more important than ever for driving reach and engagement.

How consumers discover brands is also revealing. The top channels for brand discovery in Germany are:

• Search engines – leading at 35.7 percent
• Television advertising – close behind at 34.3 percent
• Social media – playing an increasingly important role in purchase decisions and customer loyalty

(Source: Meltwater)

Particularly noteworthy is the shift in search behavior. 40 percent of Gen Z primarily use platforms like TikTok and Instagram to find restaurants, DIY ideas, information, or products. (Source: OMR) This trend toward so-called social search should not be underestimated – it shows that younger audiences are increasingly using social networks as search engines.

Social media marketing has become an indispensable tool for many businesses. In 2024, 83 percent of surveyed marketing professionals stated that social media marketing had increased their visibility. The second-largest benefit cited was increased traffic, reported by around 73 percent of respondents. (Source: Statista)

The advantages can be grouped into several key areas:

Increased brand awareness and reach The high user numbers on social networks give businesses access to broad, even global audiences. (Source: Mittelstand-Digital Zentrum Berlin) This reach directly translates into greater brand recognition and market presence.

Cost-effective marketing Compared to traditional marketing channels such as print advertising, most social media platforms are either free or require only modest investment. (Source: Vorsprung) Through precise targeting, businesses can direct their messages at specific demographic groups or interest segments – something traditional media cannot match at the same price point.

Direct customer communication Through content marketing, behind-the-scenes insights, employer branding, and genuine value creation, businesses build proximity and trust with their followers. (Source: growth pilots GmbH) This is especially important in B2B, where purchase decisions typically take longer and are relationship-driven.

Not every platform suits every business. The right channel depends heavily on your target audience and objectives.

According to a long-term study, 97.4 percent of B2B companies in the DACH region use social media for their communications – a new all-time high. (Source: KSKOMM PR+Content) LinkedIn is the most important channel in this space. Companies that deploy LinkedIn strategically generate up to three times more qualified leads than through other social networks. (Source: Inno One)

LinkedIn’s potential advertising reach in Germany grew by 16.7 percent between 2024 and 2025 – a significant jump that marketers should not ignore. (Source: Meltwater)

For reaching younger demographics, TikTok and Instagram are the platforms of choice. (Source: Rheindigital) Instagram continues to grow and holds an important position in the marketing mix, currently reaching 30.35 million people in Germany. (Source: HubSpot)

Facebook remains the market leader in Germany in 2025. (Source: Statista) The platform is particularly suited for businesses targeting a broad, heterogeneous audience. Facebook is predominantly used by people aged 40 and above and is excellent for driving engagement through groups. (Source: FACHWERK 5)

YouTube remains the undisputed leader for video streaming in 2024. Nearly 3.5 million videos are watched globally every minute, and users collectively spend over 1 billion hours on the platform daily. (Source: Agorapulse) For businesses, YouTube offers a compelling opportunity to build reach and achieve long-term visibility through its SEO potential.

Alongside the many advantages, there are challenges that businesses should consider:

• Significant time investment – continuous management of social media channels requires substantial resources for content creation and community management (Source: Digital Creators)
• Specialist expertise required – effective social media demands knowledge of platform mechanics, content strategy, and audience engagement (Source: OMR)
• Platform dependency – visibility can fluctuate with algorithm changes, requiring businesses to adapt their strategies regularly (Source: Digital Creators)
• Reputation risk – the interactivity and public nature of social media mean that negative interactions can quickly escalate and cause brand damage
• Underestimated workload – community management, editorial calendars, and content production take more time than most businesses initially expect (Source: andsafe)

The decision for or against social media should be made strategically. In the digital era, a strong online presence is more decisive than ever for success or failure. For small and mid-sized businesses, social media channels open up remarkable opportunities to strengthen the brand, interact directly with target audiences, and respond agilely to market trends. (Source: Mission-mittelstand)

With a targeted social media strategy, SMEs can:

• Expand their reach and consolidate brand recognition
• Acquire new customers through organic and paid channels
• Sell products and services directly or through referral traffic
• Compete with larger corporations despite smaller marketing budgets

(Source: Spielwarenmesse)

The path from zero to visible on social media requires above all authenticity, consistency, and genuine customer value. (Source: Viucom) Focus on the platforms that are most relevant for you and your audience.

One of the biggest challenges is measuring success. Do you know to what extent your social media efforts contribute to your business results? This question is still frequently answered with a no by marketers. Yet measuring success is critically important – it makes the value creation of social media visible. (Source: Agorapulse)

Currently, only 41 percent of marketers measure the impact of social media on business success. (Source: Agorapulse) The consequence: social media is often dismissed as a cost center rather than recognized as a profit driver.

The most important KPIs for social media ROI include:

• Visitor numbers – traffic driven to your website from social channels
• Reach – how many people see your content organically and through paid promotion
• Leads and customers – how many conversions originate from social media touchpoints
• Conversion rate – the percentage of social media visitors who take a desired action

A precise ROI provides insights into campaign performance and enables businesses to optimize continuously. (Source: Hilker-consulting)

Yes – there are businesses that thrive without an active social media presence. Those who aren’t found online lose reach and often concrete inquiries as well. The good news: local visibility can be significantly improved without social media. (Source: PortalDerWirtschaft.de) Industry directories, business listings, and local overview pages remain among the most visited information sources.

However, the reality is clear: especially for small and mid-sized businesses as well as solo entrepreneurs, visibility is a decisive factor. Studies show that approximately 90 percent of customers search on Google before making a purchase decision. Those who aren’t visible won’t be found. (Source: media-bender.ruhr)

Research indicates that by 2026, 8 out of 10 customers will research their providers online. Only those who convince through digital visibility remain relevant and continue to grow. (Source: GEYER M&K)

If you decide to embrace social media, keep the following principles in mind:

• Focus on two to three platforms – continuous social media marketing requires considerable effort, so start with the channels most relevant to your audience rather than spreading yourself thin (Source: Ds-onlinemarketing)
• Define clear goals and target audiences – know what you want to achieve and who you’re speaking to before posting anything
• Develop a content strategy – plan your topics, formats, and posting frequency in advance
• Invest in active community management – respond to comments, answer questions, and build genuine relationships
• Create a balanced content mix – share not only products and services but also stories behind your business, behind-the-scenes insights, and customer testimonials; people value authentic content that offers a genuine look at how you work

(Source: LocalUp; Vorsprung)

Quality always trumps quantity.

Does every business need social media? Not necessarily, but most businesses can benefit from a well-thought-out social media presence. Customer engagement is increasingly shifting into the digital space. (Source: Zukunftszentrum-sachsen) The decisive factor is whether your target audience is active on social media.

Which platform is best for B2B companies? LinkedIn is the leading platform for B2B marketing, followed by Xing in the German-speaking market. (Source: Sprinklr) However, platforms like Instagram and Facebook can also be used effectively for B2B events and content promotion.

How much time should I plan for social media? Small and mid-sized businesses in particular often lack time and resources for social media. (Source: Avidly) Plan for at least several hours per week for content creation, posting, and community management. Alternatively, agencies can be brought in to manage the workload.

Do I need to be present on every platform? No. The key is choosing the channels where your target audience is professionally active. A focused, well-managed presence on one or two channels is usually more valuable than four profiles with sporadic activity.

How do I measure the success of my social media activities? ROI measures the success of your social media efforts relative to the costs invested. Social media ROI is important because it reveals whether a strategy is effectively contributing to business objectives. (Source: Ecommerce Fastlane) Use analytics tools such as Google Analytics and the platforms’ native insights dashboards.

Can social media be used for recruiting? Absolutely. Social media is no longer just about entertainment content. Job postings and career opportunities have firmly established their place on these platforms. Social networks offer excellent ways to reach potential talent in a targeted, audience-appropriate manner. (Source: Kofa)

The question of whether you need social media for your business cannot be answered with a blanket yes or no. What is clear, however: rising user numbers, increasing mobile usage, and screen time of up to five hours per day show that social media marketing is an integral part of the modern marketing mix. The advantages clearly outweigh the potential drawbacks. (Source: Lpsp)

Social media is a powerful tool for businesses – when used correctly. Invest in a well-considered strategy, authentic content, and active community building. (Source: Delphi digital GmbH) Especially for businesses in Berlin and the surrounding region, social media can be deployed strategically to boost visibility and strengthen customer loyalty.

As a digital content agency, ThatWorksMedia is happy to support you in developing the right social media strategy for your business. From concept and content creation to implementation, we bring our expertise in video marketing and e-learning to help you succeed. Get in touch for a free consultation.