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Tools like InVideo can help you create and edit professional videos that increase engagement and reach more people. As more and more social media sites find their footing, expect the merging of different marketing channels to happen even more than it already has. Using social media in marketing does more than improve site traffic and increase your reach. For detailed insights into how people use different social media platforms, dive into our State of Digital 2021 report. At first, social media existed to help end users connect digitally with friends, colleagues, family members, and like-minded individuals they might never have met in person. Desktop access to bulletin board services such as CompuServe and Prodigy made it easier to grow free online communities without ever leaving the house. Its popularity is based on the ability to “up-vote” and “down-vote” user posts. One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving