Abstract

Social media has become a central communication- and marketing channel for startups, as these platforms have made it possible for swift visibility and direct consumer contact at a relatively low cost. At the same time a goal conflict occurs between short-term efforts for exposure and the need of building long-term consumer relationships and a credible brand.

The study is carried out with a qualitative method and is based on eight semi-structured interviews with companies that have been active for around 0-5 years in different industries. The empirical part of the study is analysed using a thorough theory-driven thematic analysis method with support in social media marketing and the AIDA-model (short-term visibility), social media brand engagement, brand strategy and brand equity (long-term and brand value) and signal theory (credibility)

The results show that the companies mainly work with short-term visibility through continuous publication and fast responses, often without formalized strategy. Long-term relations are mainly built based on recurring redialogues, availability and adaptation depending on customer feedback. Credibility appears as a central mechanism in the balance, especially through transparency, consistent communication and customer feedback that can reduce uncertainty and strengthen confidence. The study overall indicates that startups can combine short-term visibility with long-term relation development, though the work is often marked by operational rather than strategically planned processes.