Social Media Management Market Size, Share, Forecast, & Trends Analysis by Offering (Solution, Services), Application (Customer Experience Management, Sales & Marketing Management, Other), End User (Media & Entertainment, Education, FMCG, Others) - Global Forecast to 2031

The Social Media Management Market was valued at $21.2 billion in 2023. This market is expected to reach $109.4 billion by 2031 from an estimated $25.5 billion in 2024, at a CAGR of 23.2% during the forecast period from 2024 to 2031.

Social Media Management Market Size & Forecast

The growth of this market is driven by the rising need for enhanced customer engagement on social media, the demand for integrated platforms to streamline the management of multiple social media accounts, and businesses' strong interest in social media management solutions for lead generation. Additionally, the necessity for effective collaboration and coordination among teams further supports this growth. However, a lack of user trust in managing their social media accounts is expected to restrain the growth of this market.

The rising adoption of social media management solutions among SMEs and the growing integration of social media tools are expected to drive significant market growth opportunities. However, constantly evolving social media algorithms and concerns regarding data privacy and security present significant challenges for companies operating in this market.

Social Media Management Market Growth Drivers

Increasing Need for Customer Engagement Using Social Media

In the current digital landscape, social media serves as an essential channel for businesses to connect with customers and enhance their brand visibility. One significant advantage of customer engagement on social media is the opportunity to humanize the brand, incorporating authenticity and transparency. This platform also enables prompt responses to inquiries and complaints, delivering a high standard of customer service that can enhance satisfaction and loyalty.

Social media interactions—posts, messages, and comments—facilitate real-time communication, supporting community building and accessibility while enabling businesses to employ effective ‘social listening’ strategies. Research indicates that consumers increasingly utilize social media to search for products and discover new brands, with over 65% reporting that they have purchased a product based on social media exposure. Such engagement creates valuable opportunities for businesses to attract new customers.

Consumers are spending an increasing amount of time on social media platforms, often using these channels for product and service research prior to making purchasing decisions. This trend presents businesses with a significant opportunity to connect with potential customers and influence their buying choices. As the demand for enhanced customer engagement on social media grows, it is expected to drive the growth of the social media management market.

Businesses' High Demand for Social Media Management Solutions to Generate Leads

Social media has become a fundamental component of marketing strategies. Social media lead generation involves identifying, attracting, and capturing potential customers through activities on these platforms. This process includes crafting engaging content, implementing calls to action, and offering incentives that motivate users to provide their contact information. Social media management solutions assist organizations in developing captivating content while also offering recommendations for creating impactful posts and refining their messaging.

These solutions enable organizations to manage marketing campaigns effectively by providing valuable insights. Social media management tools offer various analytics that help assess the performance of social media activities and understand audience behavior. With these insights, organizations can continuously refine their social media strategies, leading to improved lead-generation results.

The shift towards social media for marketing and sales activities is driven by its cost-effectiveness compared to traditional methods, allowing businesses to reach a broader audience. This growing emphasis on leveraging social media for lead generation is expected to drive demand for social media management solutions.

Social Media Management Market Opportunity

Increasing Integration of Social Media Tools

Social media management tools streamline posting and publishing tasks, saving significant time and minimizing common errors in executing social media strategies. There is an increasing trend toward integrating various tools within social media management solutions to cover multiple aspects of digital marketing. These tools facilitate the management of a brand across several social media platforms simultaneously, allowing for centralized oversight. This centralization enhances the ability to respond promptly to customer inquiries and interactions across diverse platforms.

In addition, some social media management solutions also benefit organizations with a large client base. For instance, Sendible Limited (U.K.) is a social media management tool specifically tailored for agencies managing numerous social media profiles. It has customizable dashboards, which allow for a custom-styled approach to managing a diverse array of client profiles. Such benefits of social media tools are creating opportunities for market stakeholders.

Social Media Management Market Analysis: Key Findings

By Offering: In 2024, the Services Segment to Dominate the Social Media Management Market

Based on offering, the social media management market is segmented into solutions and services. In 2024, the services segment is expected to account for the larger share of over 59.0% of the social media management market. The significant market share of this segment is primarily driven by the growing adoption of social media management services, which enable businesses to execute marketing and advertising campaigns efficiently at scale. These services facilitate streamlined task management, provide greater control over campaigns, and offer access to timely, actionable insights.

However, the solutions segment is anticipated to register the highest CAGR during the forecast period due to the growing integration of AI in social media optimization and the increasing use of social media management solutions for creating interactive and visually appealing social media content.

By Application: In 2024, the Sales & Marketing Management Segment to Dominate the Social Media Management Market

Based on application, the social media management market is segmented into customer experience management, sales & marketing management, team management & collaboration, social media monitoring & analytics, influencer marketing & management, risk management & fraud detection, account management, and other application. In 2024, the sales & marketing management segment is expected to account for the largest share of over 34.0% of the social media management market. This segment's substantial market share is largely attributed to the increasing emphasis among social media users on effective marketing and advertising campaigns for lead generation. Additionally, businesses are increasingly adopting social media management solutions to achieve their marketing and branding objectives, generate leads, and form relationships with existing customers.

However, the customer experience management segment is anticipated to register the highest CAGR during the forecast period due to the need for effective customer engagement strategies, such as personalized communication and instant support to transform casual interactions into lasting relationships and increase the focus of businesses on omni-channel presence contributing to increased activities on their social media.

By End User: In 2024, the Media & Entertainment Segment to Dominate the Social Media Management Market

Based on end user, the social media management market is segmented into media & entertainment, travel & hospitality, education, FMCG, BFSI, electronics & semiconductors, pharma & healthcare, real estate, and other end users. In 2024, the media & entertainment segment is expected to account for the largest share of over 31.0% of the social media management market. This segment's significant market share can be primarily attributed to the cost-effective methods that the media and entertainment industry employs to advertise and market content across various social media platforms. These solutions facilitate real-time engagement and create direct connections between fans and the media sector, further fueled by the rising number of content creators.

However, the travel & hospitality segment is anticipated to register the highest CAGR during the forecast period due to the growing interest of users in sharing their travel experiences and adventures on social media, the growing focus of the travel & hospitality industry on utilizing a range of social platforms to reach potential customers and stay competitive in the industry and increase adoption of social media solutions for creating engaging travel contents.

Geographical Analysis

North America Dominates the Social Media Management Market

Based on geography, the social media management market is majorly segmented into five regions: North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa. In 2024, North America is expected to account for the largest share of over 36.0% of the social media management market, followed by Europe, Asia-Pacific, Latin America, and Middle East & Africa. North America's substantial market share can be attributed to several key factors, including the growing adoption of social media platforms by businesses, the rising demand for social media analytics, and the increasing need for management software capable of handling multiple accounts and platforms.

However, Asia-Pacific is expected to record the highest CAGR of over 25.5% during the forecast period due to the growing startups and their focus on using social media as a cost-effective tool for marketing and advertising, the rise in smartphone penetration and mobile internet usage, and increasing social media sales and marketing activities across the region.

Social Media Management Market: Key Companies

The report offers a competitive analysis based on an extensive assessment of the leading players’ product portfolios, geographic presence, and key growth strategies adopted in the last three to four years. Some of the key players operating in the social media management market are Adobe Inc. (U.S.), Qualtrics XM (U.S.), IBM Corporation (U.S.), HubSpot, Inc. (U.S.), Google LLC (U.S.), Oracle Corporation (U.S.), Buffer (U.S.), Zoho Corporation (India), Sprinklr, Inc. (U.S.), Sprout Social, Inc. (U.S.), Khoros, LLC (U.S.), Cision US Inc. (U.S.), Maventus Group Inc (U.S.) and Agorapulse SAS (France).

Social Media Management Industry Overview: Latest Developments from Key Industry Players

• In May 2024, BirdEye, Inc. (U.S.) launched the Birdeye Social platform, which utilizes AI to transform social media management for content generation, monitoring, and reporting for multi-location enterprises.
   
• In September 2023, Sprinklr, Inc. (U.S.) launched new version (v. 18.8) of Sprinklr AI+ platform that integrates with Google Cloud’s Vertex AI and OpenAI’s GPT models. This platform provides generative AI capabilities for customer service, insights, social media management, and marketing built with enterprise-level governance, security, and data privacy.

Social Media Management Market Research Summary

Key questions answered in the social media management market report: