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Erica, I love reading your post on social media, you pointed out some very good points. I did not know that about Lego, so it was interesting to read. The rapid expansion of social media may be the shift that has had the biggest effect on how companies interact with their consumers. People's capacity for connecting online has shifted the initiative of the debate regarding an organization and its services from the company to the general public (Marshall & Johnston, 2023). With billions of users worldwide, social media has quickly emerged among the innovations that best define our age. As of March 31, 2019, Facebook, for instance, reported having 2.38 billion monthly active users and 1.56 billion daily active users ( Appel, 2020) . According to estimates, 3.29 billion people will use social networks globally in 2022, accounting for 42.3% of the world's population ( Appel, 2020) . It is not unexpected that marketers have embraced social media as a marketing medium given the sizable targeted market accessible who devote hours per day utilizing social networking sites on multiple networks. Academics have also adopted social networking sites, and there is now a large collection of research on social media marketing and related subjects like online word of mouth (WOM) and online networks. Notwithstanding what researchers and practitioners have learned over the past 15 to 20 years about this subject, the usage of social media in marketing may change in the future due to how quickly and constantly it is evolving, as well as how consumers utilize it ( Appel, 2020) . A good marketing technique is the utilization of well-known media figures with a strong social benefit to persuade others, such as superstars in global markets or well-known corporate figures in business markets ( Appel, 2020) . Nonetheless, the prevalence of social media has greatly expanded this strategy's accessibility and appeal. Businesses would either have started adopting influencers on social media or have plans to increase their efforts in this area as a result of the potential reach and engagement of influencers on social media command. Example Although influencer marketing on social media is not a new concept, we think the business has a lot of room to grow. TikTok has spread throughout the world, affecting both children and adults. It has become one of the social apps with the quickest growth rates today because it makes it simple for users to gain followers by posting amusing videos, dancing, or offering quick tips (Grome, 2022). TikTok's reputation worth and what you can accomplish with that many onlookers once popularity strikes are the reasons why it appeals to this age so swiftly. TikTok performers have mastered the technique and the specifics of what will hold viewers' attention for such a long time. Anyone can not only make a living from this, but individuals will pay an unbelievable sum of money for a paid ad on the site of a well-known creator. TikTok is a popular beginning place for creators who want to expand their social media following. TikTok's role as a building block for development is exactly what people need. When TikTokers experience exponential development, they establish businesses, charge for private tutoring, begin streaming careers, and lots more (Grome, 2022). TikTok's formula is simpler to grasp than that of other social media sites like Instagram and Twitter. They proceed straight via a "For You Page," sometimes known as a "fyp." Everyone uses the For You Page (although they may not have realized it had a name). The app will display more of those videos or popular videos you might be interested in viewing depending on the films you engage on also like (Grome, 2022). The majority of TikTok's users are millennials who use the app to promote their social media profiles. Just recently companies realized that it may also shed light on them. Although TikTok is primarily used as a playful app to display trends, it is a potent marketing tool. You can contribute practical life hacks, ideas, tactics, videos, and more in addition to

showcasing your awesome dance routines Companies can attract customers by explaining what their business does and how they can assist you in a few short, simple-to-understand video clips of content. Businesses frequently choose engaging on-air talent to showcase what they have to offer. Users frequently produce humorous clips in this context to draw in viewers, which can be a good fit for your company strategy (Grome, 2022). References Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science , 48 (1), 79+. https://link.gale.com/apps/doc/A610971747/GBIB?u=vic_liberty&sid=bookmark-GBIB&xid=49d87fc7 Grome, J. (2022, October 12). Council post: The way of tiktok marketing and why it works so well . Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2022/04/13/the-way- of-tiktok-marketing-and-why-it-works-so-well/?sh=270506ef498e Marshall, G. W., & Johnston, M. W. (2023). Marketing management (4th ed.). McGraw-Hill