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

With over five 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, so you can set up your strategy. Once you gain a following on one platform, you can also add another platform to focus your marketing efforts there.

Facebook

Facebook has over 3.15 billion users and is the world’s most popular and widely used social media platform. Most American adults (approximately 77%) use Facebook daily, with over 68% 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 grow and increase followers, Facebook ads may be a great way to generate leads.

Instagram

Instagram has over two 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, reels, 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.

Threads

Threads is a text-based social media platform that integrates with Meta’s Instagram. It has over 320 million monthly active users and has grown rapidly in popularity since its inception in 2023. In the US alone, Threads has 30 million monthly active users. 

Threads feature interactive features like polls and multimedia, which make it more popular among younger generations. Since it’s already integrated into Instagram, it’s easy for existing Instagram users to transition to Threads or use them both simultaneously.

X (Formerly Twitter)

X has quite a following of around 611 million users, 50% 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. The majority of X users are under age 35, with the 25-34 age range the largest, followed by the 18-24 age group.

X 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.

Bluesky

Bluesky is a decentralized social media platform that was developed by former Twitter (now X) executives in 2019. It has picked up immensely in popularity in 2024. Many former X users are making the switch to Bluesky following Elon Musk’s purchase of X and the highly political controversy surrounding X. 

There are currently over 33 million Bluesky users. Approximately one-third of users are aged 18-24.

Pinterest

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. It has 553 million monthly active users globally. Nearly 70% of users are women, and the age range is mostly between the ages of 18 through 35.

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

LinkedIn is a professional networking site where 1.1 billion 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 seven mentioned are some of the most commonly used or currently trending 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?