Before social media platforms, companies had to come up with other creative ways to advertise their products and services through traditional media outlets. While drinking a cup of coffee in the morning, consumers listened to commercials or radios or read newspapers and magazines. Now, social media marketing allows companies to increase a following and build a community. Companies like The Home Edit have managed to grow their entire business of home organization all through social media and targeted strategies that reach their fan base.
Social media has changed how companies market to customers. With traditional media, it was a one-way form of marketing, meaning an advertisement would be broadcasted to as many people that the company could possibly afford to reach. Then, companies would wait and hope that what they were advertising intrigued the consumers who were listening or reading enough to buy the product.
The internet and social media came along which allowed consumers to “buy” in a new way. Social media allows companies to advertise more effectively, strategically, and in the end, it is much cheaper. Companies can specifically target who their ideal buyer is instead of sending out one huge message. An articlesays ”brands are building relationships with these ideal buyers through increasingly powerful marketing strategies that foster trust in their product and service.” One of the most important affordance that social media offers is feedback. Social media marketing is also a two-way street, allowing companies to hear back from their followers. Social Media marketing is how companies like The Home Edit reached so many potential consumers in an effective and swift format.
Two women started their own professional home organizational company that now has 4 million followers on Instagram and is on Americas top ten to watch on Netflix. They started the company in 2015 and they have gained top name celebrities or with anyone else who wants to pay $185 an hour. The clients have them work their magic on anything in their home that needs organized, user friendly and aesthetically pleasing.”
From the power of social media, the home edit has created a brand through not only their work, but also through the owners personalities. The owners (Shearer and Teplin) not only advertise their business, but also their lives. They make their brand and company more relatable and loveable to potential customers. With the increase in followers, the company was able to organize homes, write books, sell merchandise, and create a hit TV show. As bizwomen says it, “they have diversified two different kinds of customers: actual clients and people who want to be their best friend” that feeling of wanting to be their best friend is all through their social media. Tepllin told bizwomen, “that some of our biggest [sales] have happened because of our Instagram stories. That’s how we got our TV show, that’s how we get a lot of our sponsorships and business because people feel like they know us”. Their Instagram page is known for following a “mullet” philosophy of business in the front and party in the back. Within 12 hours they created their business, got a domain website, launched social media platforms, and downloaded the LLC documents that were needed and partnership agreements in one night. Little did they know it would turn into a million-dollar business.
The home edit is just one successful example of a company whose rise was due to social media. Social media marketing allows this company and others multiple outlets to advertise the brand logically and successfully.
