Social media is now one of the greatest needs for marketing. It has a big role specifically because many businesses- from any size single freelance company to global industry, is given priority and has invested huge amounts in other areas as well as marketing! More and more of today’s sellers rely on social media channels to establish digital relationships with potential customers, a complete change in product advertising and sales strategies from the previous decade. It is these platforms that businesses can utilize to reach massive audiences and further engage those audiences in real-time, which means it has now become extremely important from a competitive perspective for companies to have a top-tier social media marketing strategy. The main issues for investigation in this study are the factors affecting the choice of social media platforms to be used by businesses as marketing channels of their products and also, the challenges faced in terms of promoting and selling products using social media platforms. The survey was conducted in Coimbatore city on 200 respondents, who are marketing their products by selling through social media networking. Different types of analytics tools were used to analyze the data thus gathered. The results highlight how crucial it is to invest in professional media creation, use analytics to optimize strategy and engage consumers with genuine, high-quality material. To build a unique and relatable brand identity, businesses are urged to give priority to customer feedback, work with influencers, and support online communities. Even though social media presents obstacles for merchants, they are aware of the platform’s financial potential. Effective marketing, interesting content, and well-run operational processes are essential for success.