Small Business Social Media Guide For 2022: Which Platform To Use And Why

With over one billion active social media users, social media marketing allows you to reach more people than ever before. For small businesses, it’s an excellent no-cost (or low-cost) way to get your brand in front of as many people as possible. Large corporations also use social media marketing simply because that’s where most of the world goes to be social and get information. With so many other businesses using social media to market as well, you might feel like a small fish in a large pond. And with so many different social media platforms to choose from, you might feel a bit overwhelmed. 

For many small businesses, figuring out which social media platforms to use for your social media marketing can be a difficult decision. You might wonder how you can get your message to the right people and stand out from the rest. The key to finding this out is starting with your target market. If you have not defined your target market in great detail, it’s a good idea to research some basic information on who they are and where they “hang out” on social media. Once you know this information, you can narrow down which social media platform or platforms you should focus on to reach your potential dream clients. Let’s examine the top social media platforms for small businesses in 2022, so you can set up your strategy. Once you gain a following on one platform, you can also add on another platform to focus your marketing efforts there.


Facebook has nearly three billion users and is the world’s most popular and widely used social media platform. Most American adults (approximately 68%) use Facebook daily, with 51% being active on the site multiple times per day. Facebook users can be of all genders, but most users are over the age of 30. People younger than 30 may still be on Facebook, but most of that generation prefers to use other social media platforms.

The leading industries using Facebook are retail, eCommerce, gaming, entertainment, media, financial services, telecom, technology, and automotive. Facebook is all about starting conversations and building relationships. You can join or create your own Facebook groups to meet people, although most groups have rules against advertising. They are still a great place to build relationships that may turn into your dream client down the road. Another option is to build a Facebook business page to keep people informed about what’s going on in your business. If you want to big and increase followers, Facebook ads may be a great way to generate leads.


Instagram has well over one billion active users. It has become one of the most popular social media platforms, specifically for teens and younger adults in the U.S. This is where you will find the under 40 crowd. Instagram is where you will discover Influencers, artists, health and wellness providers, and other small businesses. The best type of content to use on Instagram is photos and videos that are entertaining yet educational. Use the stories feature regularly for your best chances of getting views. The stories’ content shows at the top of the Instagram users’ feed so they can quickly find your account and your posts don’t stay lost in the news feed. Create posts that encourage viewers to reach out to you in the comments or the DMs (direct messaging) to engage and help with lead generation.


Twitter has quite a following of around 345 million users, 40% of which are active on the site multiple times per day. This platform is prevalent among tech-savvy users, B2B marketing and business, and politics. Approximately 63% of Twitter users are between the ages of 35 and 65, with men being two-thirds of the average user. 

Twitter content is made up mostly of discussion threads, educational videos, and opinion polls. Breaking news topics are great conversation starters. Businesses related to entertainment, sports, politics, tech, and marketing do well using this app.


You might not think of Pinterest as a social media platform because it appears more like a bookmarking tool for saving ideas and finding creative inspiration. Nearly 80% of users are women, and the age range is spread pretty evenly between the age of 18 through 69.

Pinterest is great for sharing your informational posts, blogs, list posts, and quotes. Use keywords to make your content easily searchable with headlines that draw people’s attention, inviting them to click, save, and share. The type of content you share should be based on your business and your target market (who you serve). Are you a nutrition and fitness coach? Post your best health tips, recipes, and exercise instructionals. Those in the travel industry will entice users with travel blogs to inspire people for their next vacation.


LinkedIn is a professional networking site where 810 million users worldwide come to engage with other businesses and find job opportunities. It’s great for networking and sharing ideas with other professionals in your industry. If your business serves other professionals, it’s a great place to find potential clients. For health and wellness professionals, it’s an opportunity for you to showcase your expertise and educate a wide variety of people. 

In Conclusion

There are many other popular social media platforms that small businesses would benefit from using. These top five mentioned are some of the most commonly used social media platforms and a great place to start marketing your brand. 

Which social media platform do you think your target market uses the most?

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