The Role of Social Media in Increasing the Growth and Competitiveness of Startups

Abstract

Social media has become one of the main pillars in the digital transformation of the entrepreneurial sector, especially in encouraging the growth and competitiveness of startups. This study aims to analyze the strategic role of social media in the development of start-ups in Indonesia by using a literature review approach on 12 scientific articles. The results of the study show that social media contributes significantly to increasing business growth through expanding market access, strengthening brand identity, and direct interaction with customers. In addition, social media plays an important role in creating competitive differentiation through creative content and data-driven marketing strategies. However, the effectiveness of social media is greatly influenced by the digital capacity of business actors, including digital literacy, analytical skills, and consistency in platform management. This research confirms that social media is not just a promotional tool, but an integral part of a sustainable digital business growth strategy. Collaborative support between the government, the private sector, and academia is needed to strengthen the optimal use of social media by startups in Indonesia.