The rapid growth and widespread adoption ofsocial media platforms has changed the way companies communicate with their target audience. Social media marketing has become an essential part of today's marketing strategies. The purpose of this study is to examine the different social media marketing strategies used by companies and their impact on the marketing effectiveness. The study also identifies emerging trends and future trends in social media marketing, such as the growing influence of video content, the rise of social commerce and the growing role of artificial intelligence in personalized marketing campaigns.