The Numbers Don’t Lie: Social Media Works for Small Business
If you’re running a small business and still on the fence about social media, the latest research should change your mind. More than three-quarters of small- and medium-sized businesses (SMBs) agree that social media positively impacts their business performance, according to Verizon Business and Morning Consult’s 2025 State of Small Business Survey.
But here’s the reality check: while 76% of small businesses see positive results from social media, more than half (54%) admit struggling to keep their content fresh and stay up to date with social media trends.
You’re not alone if you feel overwhelmed by the constant need for new content and keeping up with platform changes. The good news? This research shows exactly what’s working and where you should focus your efforts.
Where Your Customers Are Actually Spending Time
The platform breakdown might surprise you. Facebook is the most popular platform, with 82% of respondents using the social media network to promote products and connect with customers. But here’s what many business owners miss: Facebook isn’t just for posting updates anymore.
Smart Strategy: Start treating Facebook as your digital storefront. Forty percent are using social media “storefronts” or “shops” to sell directly to consumers. If you’re not using Facebook Shop or Instagram Shopping yet, you’re missing direct sales opportunities.
The platform landscape shows clear patterns:
- Only 71% of respondents were using Instagram, and 69% were using YouTube
- More than half (58%) of the SMBs are on TikTok
- Nearly three-quarters (73%) said they plan to expand their presence to other social media platforms over the next year
Action Step: If you’re only on one platform, you’re limiting your reach. But don’t spread yourself too thin. Pick two platforms where your customers spend the most time and do them well before expanding.
How Small Businesses Actually Use Social Media
Most successful small businesses aren’t using social media just to “build awareness.” They’re being strategic. Most of these companies are using social media to offer sales and deals on products and services that will appeal to new customers or to increase customer engagement and increase online traffic.
This means your posts should have a purpose: drive traffic, generate leads, or make sales. Every post doesn’t need to sell, but every post should move your business forward somehow.
Content Strategy That Works:
- Share exclusive deals for your social media followers
- Post behind-the-scenes content that builds trust
- Showcase customer success stories and reviews
- Use your social platforms to drive traffic to your website or store
The AI Revolution in Small Business Marketing
Here’s where things get interesting. More than a quarter (28%) are using AI for marketing and social media, while 24% are using the technology for written communications.
If you think AI is just for big companies, you’re missing a huge opportunity. Small businesses using AI report significant time savings, which means more time to focus on what you do best.
Practical AI Applications for Your Business:
- Use AI writing tools to create social media captions and email newsletters
- Automate customer service responses with AI chatbots
- Generate content ideas when you’re stuck
- Schedule posts automatically based on when your audience is most active
Getting Started: You don’t need expensive software. Start with free AI tools like ChatGPT for content creation or Canva’s AI features for quick graphics.
The Content Creation Challenge (And How to Beat It)
Let’s address the elephant in the room. More than half (54%) admit struggling to keep their content fresh and stay up to date with social media trends.
The pressure to constantly create new content burns out many small business owners. But here’s what successful businesses do differently: they repurpose everything.
Content Multiplication Strategy:
- Create one piece of long-form content (like a blog post or video)
- Break it into 5-7 social media posts
- Turn key points into Instagram stories
- Use quotes for text-based posts
- Create a behind-the-scenes video showing your process
Trend Tip: You don’t need to jump on every trend. Focus on trends that make sense for your business and audience. A plumbing company probably shouldn’t be doing TikTok dances, but they could show quick fix tutorials.
Your Customers Want Video (But It Doesn’t Have to Be Perfect)
78% of people prefer to learn about new products through short video content. Your phone camera is good enough to start. People want authentic, helpful content more than Hollywood production values.
Simple Video Ideas:
- Quick product demonstrations
- Customer testimonials
- FAQ answers
- Behind-the-scenes glimpses of your work process
- Before and after transformations
The Cybersecurity Reality You Can’t Ignore
As you grow your digital presence, you become a bigger target. Nearly half of the respondents (47%) invested in technologies to improve cybersecurity in the last year.
This isn’t just about big corporations anymore. Small businesses are increasingly targeted because hackers assume you have fewer security measures.
Basic Security Steps:
- Use strong, unique passwords for all social media accounts
- Enable two-factor authentication everywhere possible
- Be cautious about third-party apps that request account access
- Regularly update your software and apps
- Train your team on social media security best practices
The Employee Management Revolution
Here’s something unexpected: 56% believe AI can help their business offset any pain points caused by reduced or frozen headcount. Small businesses are finding that technology, especially AI, can help them compete with larger companies without hiring more people.
Smart Automation for Small Teams:
- Use scheduling tools to post content consistently
- Set up automated email responses for common questions
- Use AI to create first drafts of marketing materials
- Automate invoice reminders and basic bookkeeping tasks
What This Means for Your Business Right Now
The research is clear: social media isn’t optional anymore. But neither is being smart about it. The survey queried decision makers at 600 small to midsize businesses (defined as less than 500 employees) in March 2025, so this data represents real businesses facing the same challenges you are.
Your 30-Day Action Plan:
Week 1: Audit Your Current Presence
- Check which platforms you’re actually active on
- Review your last 10 posts – are they driving action?
- Set up basic security measures if you haven’t already
Week 2: Choose Your Focus Platforms
- Pick 2-3 platforms where your customers spend time
- Set up or optimize your business profiles completely
- Research what content performs best on each platform
Week 3: Create Your Content System
- Plan one week of posts in advance
- Try one AI tool for content creation
- Set up a simple posting schedule
Week 4: Test and Measure
- Try one new type of content (video, behind-the-scenes, customer feature)
- Track which posts get the most engagement
- Adjust your strategy based on what works
The Bottom Line: Start Where You Are, But Start Today
You don’t need a perfect strategy or unlimited time. You need consistent action. Nearly three-quarters (73%) said they plan to expand their presence to other social media platforms over the next year, which means your competition isn’t standing still.
The businesses winning on social media aren’t necessarily the ones with the biggest budgets or the most followers. They’re the ones showing up consistently, providing value, and using smart systems to make their efforts more efficient.
Social media success for small businesses isn’t about going viral or having thousands of followers. It’s about building real relationships with the customers you want to serve and making it easy for them to find, trust, and buy from you.
Ready to Stop Struggling and Start Succeeding with Social Media?
The data shows that social media works for small businesses, but only when done strategically. Don’t let another month pass while your competitors build relationships with your potential customers online.
Take action today: Pick one platform you’re not currently using effectively, commit to posting valuable content three times this week, and track what happens. Your future customers are waiting for you to show up where they already spend their time.
The question isn’t whether social media marketing works for small businesses anymore. The question is: are you willing to do what it takes to make it work for yours?
New study: 76% of small businesses see positive results from social media, but 54% struggle with fresh content. The secret? Stop chasing every trend. Focus on 2-3 platforms, repurpose everything, and use AI tools to save time. Share on X“Marketing Monday” articles archive.
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