How has today's social media landscape affected industries?
Social media has had a profound impact on countless industries, ranging from iGaming to music and entertainment, and especially visual media. Ads, campaigns and influencers have led to plenty of industries being unrecognizable from what they were just 20 years ago.
While it’s been an incredible new stream for marketing, helping brands and individuals to find untapped audiences, there’s no denying that social media can also have negative impacts. It’s not as strictly regulated as other marketing forms and its influence on consumers isn’t always used positive. So, how has social media affected industries and should we embrace or fear it?
How our current social media landscape evolved
Today, social media is a part of our everyday lives. We connect with our loved ones using it, make purchases based on what we see on it, and it shapes our trends, even our personalities. In the US, it’s also become a main source of news, with 54% of Americans using it to stay updated¹.
In total, a whopping 72% of adults here in the US use some form of social media. However, just 20 years ago in 2005 when Facebook launched, that number stood at just 5%². Since the earliest social media platform Six Degrees launched in 1997, the growth of social media has been unbridled. Today, there’s a staggering 5.42 billion social media users around the globe³.
We’ve also seen new platforms branch off from the original, including Facebook, Instagram, Twitter (X), Reddit and YouTube. All have different focuses, whether that’s text, images, videos or a combination, and all have user numbers stretching from hundreds of millions into the billions⁴.
Influencers: A whole new industry
Social media has become an industry within itself, and influencers are its workers. Partnering with those with a following on social media started as a marketing strategy that was often adopted by small businesses, but today it’s become an entire industry. The industry of influencing, working with brands to promote their products or services through advertising posts or brand deals, has completely changed the way marketing works.
In 2023, influencer marketing was worth an estimated $22.8bn. TikTok has become the most popular platform for influencer posts, with videos that rack up millions of views allowing brands to achieve unprecedented reach. Some brands credit 25% of their sales to influencer marketing. The effects of influencing show just how much social media has changed some industries.
Gambling on likes and streams
Online gambling is one industry that has keenly felt the impact of social media. Social media has been used widely by providers to help grow communities and it has introduced new avenues for brand promotion. In an industry that moves incredibly quickly, many providers have also turned to social media to offer rapid customer support. They’ve also used platforms to build communities to allow users to discuss their favorite games and the latest new drops.
In the iGaming world, players who livestream themselves gambling are often some of the biggest influencers. Some of the biggest names in iGaming streaming, such as AngelMelly and Roshtein, use their platforms to market iGaming providers to untapped audiences. They attract millions of views playing slots or betting on sporting events like football matches and often work in partnership with brands. Many also offer incentives, like exclusive promo codes, which can further entice viewers to try out a platform.
Should influencers be allowed in iGaming?
Influencers and iGaming can be a dangerous combination, especially when it comes to a lack of regulation. As we mentioned earlier, social media took off incredibly quickly, leaving legislators scrambling to keep up. Although regulations vary around the globe, influencer marketing often remains somewhat of a loophole.According to the article “Are Influencer-Promoted Casinos Safe?”, written by the editorial team at BetKiwi and published by BetKiwi⁶ countries like New Zealand are cracking down on the practice, proposing new laws to make influencer marketing illegal in iGaming.
There are concerns over advertising gambling at all on social media as the posts can cause harm, especially to those already at high risk. In addition, social media allows gambling ads to reach young people at unprecedented rates. The UK Gambling Commission published a report in November 2025 highlighting that a concerning 56% of young people from 11 to 17 had encountered a gambling ad on social media⁷.
We also need to remember that those are only the ones who recognize that it’s an ad. As the report points out, social media ads are much harder to distinguish, especially for young people. This indicates that the effects of social media aren’t all positive, especially in industries which can cause harm, including iGaming.
Shaping what we listen to
Just take a cursory look at the current music charts and you’ll see the influence of social media as clear as day. It’s become an essential part of the music industry, to the degree that many say that getting a social media strategy right is the most important factor in climbing the charts.
Today’s musicians announce new music, connect with fans and even stream their new albums, all on social media. Having a presence is part of making it big, and the industry’s brightest superstars, like Beyoncé, appear in lists of the top 10 most followed people on the planet⁸.
Small stars catch the light
Although they won’t rival the follower numbers of the industry’s biggest names, smaller musicians have been using social media to their advantage. Combining their music with trends found on platforms like TikTok can be a cost-effective way for independent artists to reach new listeners. For those who don’t have a dedicated marketing team, social media has become a valuable tool for promoting their music.
Some see it as leveling the playing field in an industry that has traditionally required a lengthy list of connections to break into. It cuts out the need for a third-party advertising service, allowing artists to connect directly with their fanbase at almost no cost. Social media also helps artists to forge connections with other artists around the world, supporting collaboration across borders. Overall, social media has affected the way we discover music, how we connect to artists and even influenced the music we enjoy.
What entertains us?
Similarly to the music industry, the entertainment sector has also capitalized on social media platforms for promotion. They’ve completely transformed the way we discover new television shows and films, with Instagram reels being one of the most lucrative ways to advertise. Our favorite shows use platforms to grow loyal fanbases by providing exclusive glimpses and insights into upcoming episodes.
Discussions surrounding visual media, such as the latest season of Bridgerton, are frequently happening on social media. Rather than waiting to barrage your colleagues with a multitude of questions on Monday, viewers can instantly connect with other fans to discuss their opinions.
Shaping what’s a hit
Social media often plays a significant role in determining which shows hit the big time and which fade into obscurity. You’ll often see trends, especially on TikTok, which originate from television shows. Think of the dance trend from Wednesday — it was one of the top crazes from late 2022 into early 2023 and helped the show reach new, particularly young, fans.
Videos which feature dissections of shows, especially ones filled with drama like Love Island or The Secret Lives of Mormon Wives, are also massively popular. The latter show exploded in popularity following videos by creators discussing the drama and gossip featured in it. There are even entire communities on platforms like TikTok built by fans of the show. Those who aren’t fans already might see these videos and decide to watch the show as a result, once again attracting new viewers.
How has social media transformed industries?
We truly live in a social media world now as the majority of us are using it in some form. It should come as no surprise that it has affected most facets of our lives, right down to our preferences and personalities. In terms of its industry affect, it offers a new stream of marketing, which has become an especially important one for those trying to break into things such as the music industry.
Social media can be a powerful tool in promoting new shows and music using videos on platforms such as TikTok. We can’t get carried away by the benefits social media offers though, as it can also cause harm in industries like iGaming. While it can be helpful for customer service and building communities, ads and influencer posts can be harmful to those who are vulnerable. It’s important that industries tread carefully when it comes to social media, and that they aim to balance the help it can provide with the potential for harm.
³ Social Media, Written by Statista, Published by Statista.
⁴ Global Social Media Statistics, Written by Datareportal, Published by Datareportal.
⁶ Are Influencer-Promoted Casinos Safe?, Written by BetKiwi, Published by BetKiwi.