If we keep scrolling at the pace we’re going, we may have to start measuring screen time in dog years. Gen Z alone is clocking more than six hours a day on their phones, and that number is only going up. What are we doing with all that time?
I’ll tell you. We’re checking out new brands, reading reviews, sharing content, and making purchases without ever leaving our feeds. We’re hunting for something that feels authentic in a world where social media is starting to make everything (and everyone) feel like replicas. For small businesses, this is an incredible opportunity to grow through social media marketing (if you know how to use it). For the wellbeing of humanity… let’s just say the jury’s still out.
But let’s not dwell on the downfall of society as we know it. Let’s focus on what’s catching the attention of social media users and how your small business can build a strategy that works.
Quick Takeaways
- Social media users spend hours a day online, looking for content that feels real and lines up with their values.
- Small businesses need a presence on the platforms their audience actually uses; consistency matters more than volume.
- Word-of-mouth still drives buying decisions, from reviews and ratings to honest influencer shoutouts.
- A smart strategy means clear goals, the right platforms, steady posting, and regular check-ins on what’s working.
- Trends to focus on in 2025: showing transparency, designing for mobile, and building community over chasing viral fame.
Who Is Today’s Social Media User?
Once you zoom in on who’s actually driving social media, the picture gets clearer. It’s no secret that Gen Z gravitates toward TikTok, Snapchat, and Instagram. Millennials and Gen X still spend big chunks of time on Facebook, YouTube, and LinkedIn. Every platform has its own energy, but across the board: People expect content that’s:
- Quick to consume
- Designed for mobile
The format matters as much as the message. Short videos and carousel posts keep attention, whereas long-winded posts often lose it. Your content needs to stop the scroll in the first few seconds or it’s already forgotten.
What also sets today’s users apart is how much values factor into their decision-making. Younger buyers want to see brands speak up on issues like mental health, sustainability, equity, and transparency, and back those words up with real action. For small businesses, this means your social presence also needs to show people what you stand for.
Why Small Businesses Need a Social Media Presence
In 2024, more than five billion people worldwide were active on social platforms, and that number is on track to climb past six billion by 2028. That’s literally billions of daily chances to get in front of buyers (without needing a big budget for ads).
A strong presence is also going to help level the playing field. Social media gives smaller brands the same marketing tools as global companies: the ability to build community and sell products directly in-platform. And because most platforms are pushing e-commerce features, the gap between seeing a post and clicking “buy now” is shrinking fast.
Social builds brand trust, too. Audiences want to feel connected to the businesses they support, and showing up consistently on social media keeps your name in both their feeds and their minds.
What’s In It For You?
Direct Reach
Social media meets your audience where they already spend their time. Instead of waiting for people to find your website, you shorten the path from discovery to purchase. Every post becomes a touchpoint to build recognition.
Authentic Engagement
Social lets you talk with your audience, not at them. Reply to comments and share customer stories to build relationships that ads alone can’t create.
Power of Word-of-Mouth
Some things don’t change. People still trust people more than ads.
More than half of U.S. consumers say reviews and ratings are the top factor influencing their purchases on social. Friends and family recommendations carry weight, and influencers play a role too, especially when they’re honest about both the pros and cons of a product.
Smarter Ad Opportunities
Social platforms are shifting toward curated buying models like private marketplaces and direct deals. For small businesses, that’s good. It means more precise targeting, better brand safety, and better performance, all while keeping data use privacy-safe.
How to Build a Smart Social Media Strategy
A solid social media strategy doesn’t happen by accident. It takes more than posting when you have time or imitating whatever’s trending. Small businesses see the best results when they approach social media with intention: clear goals, the right platforms, and a plan to keep things consistent.
Set Clear Goals
Know what you’re trying to do. Maybe it’s driving sales through social commerce, building awareness in your online community, or keeping customers coming back. Without clear goals, it’s easy to waste time chasing likes that don’t help your business. Write down two or three, and tie your posts back to them.
Know Your Audience
Every platform has a different crowd, and knowing where yours hangs out is half the battle. Gen Z leans on TikTok and Instagram, while Millennials and Gen X spend more time on Facebook, YouTube, and LinkedIn.
Beyond demographics, think about what your audience values. Do they care about sustainability? Local pride or convenience? The closer your content lines up with those values, the more likely people are to pay attention.
Study the Competition
Your competitors are already testing the waters for you. Watch which posts get traction and which formats flop. What kinds of conversations are their followers having? Don’t copy, but do spot opportunities. Maybe your competitors’ audience keeps asking questions they never answer, or maybe they haven’t tried short-form video yet. Both are chances for your brand to fill a gap.
Choose the Right Platforms
It’s tempting to try to show up everywhere, but spreading yourself thin usually backfires. Stick to two to three platforms where your audience spends the most time. For example, a bakery might thrive on Instagram and TikTok with behind-the-scenes videos, whereas a consulting firm would do a lot better on LinkedIn. Focused effort beats burnout every time.
Plan and Stay Consistent
One of the biggest mistakes small businesses make is posting in bursts and then disappearing. Social media rewards consistency. Build a content calendar (even a simple one in a spreadsheet – that’s what we do) and schedule your posts ahead of time. Showing up regularly tells the algorithm you’re not messing around, but more importantly, it builds trust with your audience.
Collaborate and Partner Up
Partnerships expand your reach.Team up with an influencer your audience already trusts or swap shoutouts with another local business. The key is alignment – your partners should share your values and audience interests so the collaboration doesn’t feel forced. Even micro-influencers with a few thousand loyal followers can make a big difference.
Track and Adjust
Check up your numbers. Every platform gives you data on reach, engagement, and conversions. See what works – maybe video gets more love than images or maybe your posts perform better at certain times. Treat your strategy as a living system and over time, small tweaks turn into big improvements.
Social Media Trends Small Businesses Should Embrace in 2025
I think it’s safe to say that social media isn’t slowing down anytime soon. New features, new platforms, and new buyer behaviors will keep shaping how people use it. The good news is that you don’t have to chase every trend. Here are the ones worth paying attention to:
Show, Don’t Stage
Audiences have heard plenty of brands say they’re authentic. What stops the scroll now is showing it. Share behind-the-scenes clips or post the messy middle of a project, not just the polished finish. Transparency in action builds more trust than any “we’re authentic” tagline ever will.
Mobile-First Everything
Most people are checking social media from their phones, not laptops. That means vertical video, easy-to-read text, and fast-loading links.
Community Over Virality
Chasing viral moments isn’t a guarantee. Building a loyal, engaged community pays off more in the long run. Respond to comments, spotlight customers, and make your followers feel like part of something.
Time to Get Started!
Social media marketing for small businesses comes down to showing up in ways that matter. Know what you want to do, be where your audience is, and keep showing up. Share an authentic representation of your brand and put your energy into building a community. Start small and let your social strategy grow as you do.
Ready to get your social media strategy on track? Let’s talk about your goals and create a plan that connects with the right audience.