Social Media That Don't Convert = Wasted Budget (The 70/20/10 Model)

While you're still wondering if social media really matters, your competitors are already building communities, generating leads, and increasing sales. 73% of Italians use social media to discover new brands. If you're not there, you don't exist.

1. Social Media is No Longer Optional

In 2024, having a social media presence is no longer a "nice to have." It's a minimum requirement to compete. Here's why:

• Discovery: 73% of Italians discover new brands on social media
• Trust Building: 68% check social media before buying
• Customer Service: 71% expect responses on social media within 1 hour
• Influence: 54% buy after seeing a product on Instagram/TikTok

If you're not on social media, you are literally giving away customers to your competitors.

2. Content Marketing that Generates Results (Not Just Likes)

Posting random photos doesn't work. You need a strategy. You need content that converts. You need to understand what your audience wants to see and give it to them.

The Winning Mix: 70% Paid, 30% Organic

The era of free organic reach is over. In 2024, social media are paid platforms. But this is a good thing: it means you can target exactly who you want to reach.

Winning strategy:

• 30% Organic: Educational content, behind-the-scenes, storytelling. Builds community and trust.
• 70% Paid: Promotional content, offers, call-to-actions. Generates immediate sales.

This mix ensures both organic growth and immediate results.

3. The Platforms That Matter (And How to Use Them)

Instagram: The King of Visuals

For whom: Fashion, food, hospitality, lifestyle, e-commerce
Winning format: Reels (70% of traffic), Stories, Carousel posts
Best practices: Strategic hashtags, user-generated content, collaborations with micro-influencers

TikTok: The Future (Already Present)

For whom: Young brands, visual products, educational services
Winning format: Vertical videos 15-60 seconds, trends, authenticity
Best practices: Viral content, trending music, the first 3 seconds are crucial

LinkedIn: The B2B that Works

For whom: Professional services, B2B, consulting
Winning format: Articles, educational posts, case studies
Best practices: Thought leadership, networking, value-first content

4. Content Creation: The Difference Between Success and Failure

It's not enough to post. You need to create content that:

• Educates: 68% of users follow brands that provide educational value
• Entertains: Fun content gets 3x more engagement
• Inspires: Authentic storytelling builds emotional connection
• Converts: Clear call-to-actions guide toward action

5. The Numbers That Matter (Not Just Followers)

10,000 inactive followers are worth less than 1,000 followers who buy. The metrics that really matter:

• Engagement Rate: How much your audience interacts (target: 3-6%)
• Click-Through Rate: How many click on your links (target: 2-5%)
• Conversion Rate: How many buy after seeing (target: 1-3%)
• Cost Per Lead: How much it costs to generate a lead (target: €5-50 depending on the sector)

6. Automation That Makes the Difference

Managing social media shouldn't take up all your time. Intelligent automation allows you to:

• Plan content: Schedule posts weeks in advance
• Generate AI content: Videos, images, copy generated with AI
• Respond automatically: Chatbots and automated responses for DMs
• Analyze performance: Automated reports on what works and what doesn't

Result: constant social media presence without spending 8 hours a day on it.

7. The ROI that speaks clearly

Typical social media marketing investment:

• Account management: €1,200/month
• Content creation: €2,500 (initial package)
• Advertising budget: €2,000-10,000/month (variable)

Typical results:

• Leads generated: 50-200/month (depending on budget)
• Average lead value: €50-500
• Typical ROI: 200-400% in the first year

8. Use Cases that Work

E-commerce

Instagram Shopping, TikTok Shop, Facebook Marketplace. Result: +35% sales vs. website only.

Local Services

Google My Business + Instagram + Facebook. Result: +60% calls and bookings.

B2B

LinkedIn + Content marketing. Result: +40% qualified leads vs. cold calling only.

9. The Fatal Error Everyone Makes

The most common mistake? Being on all platforms without a strategy. It's better to be excellent on 2-3 platforms than mediocre on 10.

Choose the platforms where your audience is, not where you like to be.

10. The Future is Video (And AI)

In 2024, video represents 82% of internet traffic. And AI is revolutionizing video creation:

• AI-Generated Videos: Professional content in minutes, not days
• Mass personalization: Different videos for different audiences
• Full automation: From script to editing, everything is automated

Anyone not using AI video in 2025 will be left behind.

Conclusion: It's No Longer Optional

Social media and content creation are no longer "nice to have." They are essential. 73% of Italians discover new brands on social media. If you're not there, you don't exist.

The question is not: "Should I be on social media?"

The question is: "Can I afford not to be there?"

And the answer is no.