The evolution of social media in the marketing industry has transformed communication and consumer engagement. This research aims to explore the historical progression and impact of social media marketing, employing a mixed-methods approach that includes a literature review and case studies. Findings indicate that social media has become essential for brands, enabling targeted marketing and community building. However, limitations include a lack of comprehensive studies on emerging platforms. This research contributes original insights into the dynamic relationship between social media and marketing practices, highlighting its value for academics and practitioners.