Let’s get real about the landscape.

1️⃣ Social Media Is No Longer Optional

69% of the world are now active social media users.

That’s nearly 6 billion people on an 8-billion-person planet.

If you are not on social media as a business owner, you are actively opting out of access to over half the planet.

This isn’t a “maybe my audience isn’t there” conversation anymore.

They are there.

2️⃣ Every Industry Is Represented

It doesn’t matter:

• what industry you’re in
• what job your customers do
• what you sell

They are on social media.

Facebook, Instagram, WhatsApp, TikTok, YouTube, LinkedIn — all of them are now part of daily life.

3️⃣ Facebook Is Still the Giant Everyone Loves to Ignore

Meta has nearly 4 billion daily users across:

• Facebook
• Instagram
• WhatsApp

Four. Billion. Daily.

So when people say:
“Facebook is dead”
“Facebook is old”
“It’s not professional”

No.
It’s where 4 billion humans are.

Ignore it at your own financial peril.

4️⃣ Platform Size Reality Check

Rough numbers, but useful perspective:

• Meta: ~4 billion daily users
• YouTube: ~3 billion monthly users
• TikTok: ~2 billion monthly users
• LinkedIn: just over 1 billion users

This isn’t about “choosing the perfect platform”.
It’s about showing up where people already are.

5️⃣ Social Media Is Now the Buying Journey

People no longer:

• see you on social
• then leave to decide elsewhere

Social media is the buying journey.

It’s where:

• trust is built
• expertise is demonstrated
• decisions are made

Your business does not exist separately from social media anymore.
It is part of your business operation.

6️⃣ We’re Spending ~2 Hours a Day There

Two hours a day.
Every day.

That’s where attention lives.

And attention is the currency of business.

7️⃣ Social Media Is Now a Search Engine

This is the big shift.

People don’t just scroll to be entertained anymore.
They go to social platforms to find answers.

Especially younger generations.

TikTok is no longer a dance app.
It’s a learning engine.

I personally learn more new things from TikTok than almost anywhere else.

Tutorials.
How-to content.
Education.
Explanations.

People are searching inside social platforms.

8️⃣ AI Has Entered the Traffic Game

AI is now a referral source.

In Google Analytics, there is now a line called:
AI Referred Traffic

That means:
People ask ChatGPT questions
ChatGPT recommends people
ChatGPT links to websites

I have data showing AI is already sending traffic to my site.

This is not theoretical.
This is live.

9️⃣ Meta AI Will Accelerate This Even More

Meta AI has now launched in Australia.
And it will keep evolving.

People will ask questions inside social platforms.
AI will recommend people inside social platforms.

If AI can’t find enough content by you on a topic, it will not recommend you.

Visibility is now non-negotiable.

🔟 The Bottom Line

Social media is:

• where people are
• where they search
• where they decide
• where AI learns who to recommend

Not showing up isn’t a branding choice.
It’s a revenue decision.

👉 https://sarahcordiner.com/legends

More coming. I’m not done yet.

Sarah x

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