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The role of social media in Malta's marketing landscape

In today's digital age, the role of social media has changed, and it has revolutionised how individuals behave as consumers. Platforms like Facebook, Instagram and Twitter offer brands unique opportunities to engage with their target audience through content creation.

To make meaningful connections and build lasting relationships with consumers, brands identify which platforms their audience visits. 

As consumers, we now turn to social media for product information and reviews. Given the public nature of interactions on social media, brands are increasingly investing in these platforms to reach a broader audience. Therefore, marketers are shifting their focus from traditional advertising to online media due to its effectiveness and reach.

This shift in consumer behaviour and marketing strategies is not unique to Malta. The island nation has also experienced a dynamic evolution in its social media landscape in recent years. This transformation has greatly impacted how individuals, businesses and communities in Malta connect and communicate with each other.

In this blog, we will explore the role of social media within Malta's marketing landscape, analysing its impact and relevance in shaping consumer behaviour and brand strategies within the Maltese market.

Malta’s marketing landscape: Role of social media

Malta’s marketing landscape is heavily influenced by the role of social media. One key factor is the ease of creating and tracking social media strategies for online promotion. These strategies can be either organic or paid. Organic social media involves posting free content to build and engage with an online audience. On the other hand, paid social media involves sponsored content targeted at specific audiences likely to be interested. Both organic and paid strategies are essential for engaging with followers and expanding brand reach. 

Online marketing campaigns in Malta are easily created and tracked in real time, allowing marketers to assess their effectiveness and adjust budgets accordingly. By analysing engagement metrics, marketers can determine the return on investment (ROI) from their campaigns and whether they are driving consumers to online or physical stores.

Situated in the heart of the Mediterranean, Malta has become a vibrant centre for business and innovation. With the rapid growth of digital marketing trends, Malta's marketing landscape is continuously evolving to adapt to the changing digital environment.

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Social media consumption in Malta

In Malta, the role of social media is a big deal, especially among Millennials and Gen Z. These age groups often buy products directly from their mobile devices, making social media marketing particularly effective for reaching them. 

According to a 2023 MISCO report on social media usage trends, almost everyone in Malta is on social media in some way.

Over the years, WhatsApp has witnessed a steady rise in usage, reaching a staggering 97% usage rate in 2023, surpassing even Facebook, YouTube and Facebook Messenger. While YouTube experienced a slight decline in popularity following a surge in usage during the pandemic years of 2020-2021, Facebook maintained its stronghold as a dominant platform, boasting a 95% usage rate in 2023 across all age groups.

However, there have been notable shifts in the social media landscape, with Instagram and TikTok emerging as significant players in recent years. Instagram's appeal has been particularly strong among females and the 16- to 34-year-old demographic, with 56% of females and 80% of individuals in the 16- to 34-year-old age bracket using the platform daily. On the other hand, TikTok's rise in popularity has been driven primarily by younger users, with nearly half (48%) of 16- to 34-year-olds accessing the platform on a weekly basis.

Furthermore, gender variations in platform preferences are evident, with females showing a higher inclination towards Pinterest (68% of women use it), while males are more likely to be active on Twitter (35% usage). Despite Facebook's continued dominance in daily usage, the growing popularity of Instagram indicates that 45% of internet users now access the platform at least once per day.

Role of social media: How does this impact your business?

The impact on your business could be substantial given the popularity and engagement on social media platforms in Malta. With social media platforms like WhatsApp, Facebook and YouTube leading the charge, engaging nearly the entire population over the age of 13, it presents a significant opportunity for you to reach a wide audience.  

Additionally, the growth of Instagram, particularly among females and the increased advert reach and traffic signify a productive ground for marketing efforts. Furthermore, the growth of TikTok as a popular platform, especially among younger demographics, opens new opportunities for connecting with Gen X and Gen Z audiences. Therefore, your business can leverage these insights to tailor your social media strategies effectively, ensuring maximum visibility and engagement within the Maltese market.

What do you need to do?

Start working on brand representation on other platforms as quickly as you can. This audience in particular needs time and dedication to be addressed correctly – but they’re an audience with a high pay-off when you give them enough time to come to terms with who you are as a brand.

Pursuing a course in digital marketing or social media management can help students stay relevant in this field. These courses provide valuable insights into understanding audience behaviour and effective strategies for engaging with them across various platforms. By learning the latest trends and techniques, students can better navigate the evolving landscape of social media marketing and establish strong brand connections with diverse audiences.

Pursue MA Marketing and Brand Management with GBS Malta

GBS Malta is a well-known higher education institution known for its specialist courses in fields such as business, management and information technology.  

The institution ensures that students achieve academic success and holistic development. With a British qualification for academic success, students are empowered to realise their full potential through a world-class education that challenges and inspires.

GBS Malta prioritises students' well-being by offering affordable and fully equipped accommodation options, ensuring a conducive learning environment for the international community. With a commitment to accessibility, the institution provides free public and ferry transport services, supporting students' mobility and convenience.

With a global network of over 40,000 diverse students, experienced lecturers and opportunities for study and work, GBS Malta fosters an environment of excellence and growth.

GBS Malta offers MA Marketing and Brand Management for students who want exciting career opportunities in a rewarding, dynamic and ever-evolving sector of digital marketing.

Want to know more about the course? Contact the student support team

Frequently asked questions about the role of social media

The role of social media in our lives is to inform, entertain and educate us about current events, important issues and various topics of interest. It acts as a bridge between us and the world, shaping public opinion, promoting awareness and facilitating communication. Additionally, media platforms provide a means for the expression and sharing of ideas, fostering social interaction and cultural exchange.

Social media plays a crucial role in shaping society by facilitating communication, connecting people and enabling the sharing of information and opinions. It influences public opinion, drives social change and provides instant access to news and current events.

The main role of social media is to facilitate communication and connection between individuals, allowing them to share information, interact with others and engage in various forms of online activity such as posting updates, photos and videos.

Social media offers numerous advantages, including instant communication and interaction, networking opportunities for personal and professional connections and the dissemination of information on various topics. Additionally, it serves as a powerful marketing tool for businesses to reach a wider audience and enhance brand visibility. Moreover, social media provides entertainment content, such as videos and games, offering users relaxation and amusement. 

The course includes topics such as: 

  • Strategic brand management
  • Digital marketing
  • Marketing analytics
  • Marketing management
  • Marketing communications
  • Entrepreneurship
  • Research methods
  • Sustainability
  • Dissertation/Consultancy project
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