For the right topic, it might be efficient. If that's where your audience is... But as with any other social platform, organic advertising is a miss in my opinion.
All attempts to use social media to drive traffic is bullshit.
And what I'm about to tell you will blow your socks off.
I have 2 X profiles, 1 tiktok profile, 1 Instagram and 3 reddit subs. All of them are focused on DISCREETLY promoting my cuckold porn line. In total, I've got apx. 350 k followers and the traffic is shit. At best, it's a few thousand and less than 1% of those who click thru to my sites will spend money.
On the other hand, I've got 100 signs posted near adult boutiques, strip bars, outside swinger clubs and near large dance bars in the center of town. On any given day, I get 100 to 300 visitors to my site and apx 15% to 20% spend money.
So do the math.
With social media promotion I'm lucky to get 1 buyer per 1000 visitors.
With old fashion advertising I get 15 to 20 buyers per 100 visitors!
I would be happy to put up MORE signs if there were more places. But I've got all of them wallpaper'd. So, I've got to get off my ass and go to a different city to put up more.