Social media is not necessary for business success; companies can thrive without it.

As the head of marketing and publicity for the recent AIM Summit by BANC Official in Abuja, I learned a valuable lesson that challenges conventional wisdom: social media isn't always necessary for business success. Contrary to popular belief, we were able to hit our target attendance numbers with minimal social media traction.

It’s common to hear that social media is a must-have tool for any business aiming to succeed. However, that assumption isn’t entirely accurate. While platforms like Instagram, Facebook, and Twitter offer great opportunities for brand visibility and customer engagement, they aren’t the only path to success.

Take the case of Sora, a company most have never heard of. Despite having only 4,275 Instagram followers, Sora generates an astounding $262 billion in revenue annually. Similarly, Danaher, another lesser-known company with a modest 678 followers on Instagram, manages to generate $23.9 billion a year. For Aim Summit by BANC Official , we had more than 500 attendances in less than 30 days with barely 1,791 followers on Instagram and 203 followers on LinkedIn. These examples reveal a key truth: social media presence doesn’t always correlate with financial success.

This isn’t to say that social media isn’t a valuable tool. Businesses are better off utilizing platforms like Instagram, Facebook, SEO, paid ads, email marketing, and SMS. However, failing to leverage one of these channels doesn’t necessarily doom a business to failure. In fact, many companies drive massive amounts of revenue through alternative strategies such as Personal connections/ referral, partnerships, distribution deals, or integrations with other businesses.

Focusing too much on a single marketing channel is a risky strategy. It’s easy to get caught up in the allure of social media and forget that there are many other ways to grow a business. The key takeaway? A balanced, multi-channel marketing approach is often the best way to thrive in a competitive landscape. By diversifying marketing efforts, companies can achieve success without relying solely on social media.