By Omaira Martínez Cardona – Colombian Journalist
The Economic Power of Social Media: “I never thought a presidential decision could save me,” says one of the 170 million users on the world’s most popular social network, who were on the verge of collapse after last weekend’s announcement of TikTok’s shutdown in the United States—and the extension granted by the new President Trump to this decision.
We have written several times about social media, described by many as the addictive drug and the deadliest virus of this century.
This is not about further fueling an endless debate on social media and its impact on global dynamics. It is clear that the world order now depends on the internet and the networks or applications that converge in this digital space.
In the mid-20th century, the media was referred to as the fourth estate in the world. Now, social media has gained so much power that it has displaced any other means of dissemination and promotion, becoming one of the most powerful tools for expression, relationships, business, and governance worldwide.
The penetration of social media into people’s daily lives is proportional to its economic power.
Tracking studies reveal that of the more than 5 billion people worldwide estimated to use the internet, nearly 95% use social media. Projections indicate that by 2026, advertising revenue through social media will exceed $252 billion.
Those of us who have lived through the transition from the pre-social media world to today’s digital dependency have the ability to survive without technological reliance. However, for new generations, the challenge of survival without digital platforms is inconceivable. Now, “if you don’t show yourself, you don’t exist,” say social media addicts.
Beyond those who depend on these platforms for social interaction, there are small business entrepreneurs who have found in these apps an economical, massive, and accessible way to market their products or brands.
The shutdown of TikTok—the most used network by a third of the world’s population—could generate losses of up to $1 billion in revenue for small businesses, not including those who make a living creating content on this platform, which daily can
Estimates for this year, 2025, regardless of what happens with the ban on its use or its sale, project over $15.5 billion in advertising revenue in the United States alone.
Despite the skepticism of many who view social media as the most invasive virus and the most imminent threat to privacy and mental health, it must be acknowledged that this is no longer a dilemma to debate whether to ban them or not.
It is a reality that must be faced with all its implications. The challenge is to survive the power of social media by embracing the opportunities they offer to develop new ways of commercial exchange and relationships without falling into the trap of dependency.
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