Social networks are now omnipresent in our daily lives. For companies, these platforms have become essential tools to achieve new customers, strengthen loyalty and develop their notoriety. The question therefore arises: can we still succeed in social networks? If the latter have become powerful levers, some companies manage to prosper without committing to it. So, is it still possible to do without this digital window?
This article explores the question of whether the success of a business can still be considered without social networks, based on recent studies, especially in France, and highlighting concrete examples of companies that have chosen digital absence.
The importance of social networks in the commercial ecosystem
Social networks represent an essential space for corporate communication and marketing. According to a study carried out by Kantar In 2023, 87 % of French people regularly use social platforms such as Facebook, Instagram, or LinkedIn, tools now essential to reach wide and diverse audiences. In addition, companies invest massively in these channels. A study conducted by Hoots And We are socially reveals that 66 % of French companies consider presence on social networks as a strategic priority for 2024.
Social networks make it possible to build a brand identity, to establish direct communication with customers, and to effectively target audiences thanks to sophisticated advertising tools. In parallel, these platforms are also a great test field, allowing to obtain an instant consumer return thanks to likes, shares, and comments.
The impact on visibility and notoriety
Social networks are above all channels to increase the visibility of a business. On these platforms, companies can make themselves known quickly and reach a large audience at a lower cost. For an SME or a startup, this represents a unique opportunity to reach millions of people, far beyond their traditional advertising means.
A study carried out by BVA Group In 2023 shows that 68 % of French consumers believe that a company that is not present on social networks is perceived as less credible. The absence of digital presence can thus be interpreted as a lack of professionalism or modernity, in particular for the young generations, which favor the search for online information.
Take the example of Frozen picard. Although the brand has developed strong notoriety over the years, it has taken a digital turn by launching its Instagram page and increasing its presence on social platforms. The objective was not only to sell, but also to cultivate a stronger link with consumers by sharing inspiring recipes, tips and content. Without social networks, Picard may not have reached such a large audience, nor forged such personal links with its customers.
The argument in favor of the lack of presence: a strategic choice?
Despite the omnipresence of social networks, there are examples of companies that succeed without being present. Some have chosen to focus on more traditional channels or even to be deliberately away from social platforms for various reasons.
Craft companies, for example, prefer to bet on the quality of their product and their local network rather than embarking on the subscribers’ race. This is the case with House three large In Lyon, a high -end pastry. The company has chosen not to be present on social networks, favoring a word of mouth and a network of loyal customers. Result: the brand works on a model of “customers by recommendation” and continues to prosper. Their products are so popular that their absence on the Internet has not slowed down their development.
Other example: Celine’s cupsa shop of craft ceramics in Provence. The company is based on a selective distribution network and partnerships with physical stores rather than trying to reach millions of people on social networks. Although the absence of a digital presence may seem a handicap, Céline is distinguished by the scarcity and exclusivity of her creations, which are sold out despite limited visibility.
In these cases, the lack of online presence is also a deliberate strategy. The owners of these companies want to avoid distractions of social networks and favor a more personal approach, focused on quality and direct customer experience.
When the absence can be perceived as a defect
If the absence of social networks can be a choice for certain companies, in most cases, it may appear as a gap. The young generations, including generation Z, are ultra-connected consumers. For them, a company that does not communicate on Instagram or Tiktok may appear disconnected from their habits.
A study conducted by Ipsos In 2023 on the behavior of young French consumers shows that 71 % of 18-34 year olds claim that they often choose a brand according to its activity on social networks. This is particularly true for sectors such as fashion, beauty, or food, where visual influence is essential. These young people are also more likely to interact with brands via social networks and expect them to share creative and engaging content.
In addition, in certain sectors, the lack of online presence can also affect the responsiveness of the company. A customer who encounters a problem with a product or service can wait a quick response on social networks, and the lack of response can harm the brand’s image.
The risks associated with an uncontrolled presence
That said, the presence on social networks is not without risk. An awkward management of social platforms can harm the reputation of a business, especially if it fails to maintain a coherent image or respond appropriately to negative comments.
In 2022, a study carried out by Hoots revealed that 45 % of French companies had to face a crisis linked to poor management of their presence on social networks. Between the missteps in terms of communication or the errors of customer opinions, certain brands prefer to avoid this playground, by choosing not to expose themselves to it rather than risking poor advertising.
How to succeed without social networks?
It is therefore possible to succeed without social networks, but this requires an adapted business model. Some companies choose to focus on a niche market or a loyal customers, focusing on more traditional marketing strategies: events, public relations, partnerships or classic advertisements.
In addition, for those who do not wish to use social networks, other digital channels can be used to capture attention, such as natural referencing (SEO), email marketing, or collaborations with influencers or partners without going through a direct presence on platforms.
