To get results anywhere you will have to invest either time or money.
To get results better than others you will have to invest more than others.
While social media democratized content creation, it has also made it harder to stand out.
You will have to spend more time or create better content for longer periods to get results.
Social media also provides a rich network for targeted ads. i.e. if you want to spend money instead of time.
Unfortunately, most people are looking for a cheap and easy marketing tool.
You will have to compare the investment in social media against your other options just like with any other marketing tool.