In recent times, social media has become ubiquitous, primarily through popular applications facilitating social networking, content sharing, and internet accessibility. The proliferation of social networking sites corresponds with a significant surge in smartphone subscribers. These platforms play a pivotal role in connecting individuals with their families, friends, and colleagues. Utilizing various technologies such as audio and video integration, people share information in diverse formats, including video, audio, and text. Recognizing the extensive reach of these platforms, businesses leverage social media to enhance brand recognition among consumers. Social media marketing provides organizations with a streamlined and instantaneous means to reach targeted customers effectively. However, this marketing approach also faces challenges. This article delves into the advantages and disadvantages of social media marketing in the contemporary landscape. It explores the impact of social media marketing on customer behavior, emphasizing its significance. The discussion encompasses current issues, innovative technologies, environmental factors, and other pertinent aspects related to social media marketing. Additionally, the study investigates elements influencing the success of targeted customer engagement, brand image, and social impact in today's dynamic environment.