Expert Summary
Yes, but *selectively*. Social media isn’t a blanket win. Focus on platforms where your ideal customer spends time, and prioritise content that drives direct engagement – not just vanity metrics. Australia’s social commerce is over 50% – ignoring it means leaving revenue on the table.
The Situation in 2026
Australian businesses face increased pressure to demonstrate ROI on marketing spend. Consumers are savvier, influenced by AI-powered research, and less loyal to brands. The recent social media ban for under-16s is reshaping youth engagement patterns.
Key Considerations
- Facebook remains commercially reliable in Australia, particularly for older demographics.
- Video consistently outperforms static content for attention and engagement.
- Social platforms are increasingly used for product research – treat them as discovery channels.
- AI-ready content (with schema) is vital for visibility as search evolves.
- Messaging platforms are becoming key conversion tools, especially for service businesses.
ROI and Growth Perspective
At ROI Growth Agency, we’ve found that a focused social strategy – leveraging tools like Buffer or Sprout Social for efficiency – can deliver measurable results. Prioritise platforms aligned with your target audience and integrate social with your broader AI-driven marketing efforts. Don’t chase every platform; chase revenue.
Published by ROI.COM.AU — Australia’s business growth resource.