Social media has become one of the main ways brands, companies and people communicate, whether with friends, fans, customers or their own employees.
It wasn’t always like this. Some of us remember MSN Messenger, Hi5 and MySpace, which did little more than let us send messages, comment and share photos. Then came LinkedIn (2003), Facebook (2004), YouTube (2005), Twitter, now X (2006), WhatsApp (2009), Instagram and Pinterest (2010), Snapchat and, more recently, TikTok, which changed what social media content looks like.
Why use social media to communicate?
“If it’s not online, it didn’t happen.” For brands, not having a digital presence is almost the same as not existing. Social media lets you:
- Know your audience. See almost instantly what people like, dislike or ask about, and learn who they are, where they are and what content interests them.
- Bring people to your website. Well-targeted content and campaigns send the right audience to your website.
- Talk to customers in real time. People can reach a brand at any hour, which turns social media into a customer service channel and a source of insight into their pain points.
- Understand the competition. Your competitors are there too. Following them shows what works and what doesn’t.
The platforms that matter most in Portugal
- Facebook is still one of the most used networks in Portugal, strong for communities, groups and local businesses.
- Instagram is where visual brands live: Stories, Reels and creators drive most of the reach. See how to build an Instagram video strategy.
- YouTube covers everything from tutorials to long-form brand content, and Shorts now competes with short-video apps.
- WhatsApp has become a business channel too, with WhatsApp Business and Channels.
- TikTok has grown fast in Portugal and well beyond younger audiences, and is now a discovery and search platform in its own right.
- LinkedIn is the essential B2B network for companies, leaders and employer branding.
Trends to follow
- Short video first. Content under a minute is more likely to be watched to the end, on every platform.
- Creators as partners. Working with influencers remains a strong bet, as long as they fit the brand’s strategy and tone.
- Employee voices. People trust people. Employees who share the company’s story give the brand a human face.
- Social search. More people, especially younger ones, search on TikTok and Instagram before they search on Google.
- Relevance over volume. Fewer, better and timely posts beat a crowded calendar.
Every brand that wants to grow needs a strategic presence on social media. At EDC, our social media team helps companies define their strategy and stay on their customers’ screens, and in their minds.
