Social Media Basics for Small Business

Social media is a powerful tool for small businesses to connect with customers, share their brand story, and grow their sales. If you're new to platforms like Instagram, Facebook, X (formerly Twitter), and TikTok, this guide will help you get started while providing tips to successfully engage your audience to build a winning social media strategy for your business long term.

Social Media is Critical For Your Business in 2025

In 2025, social media will continue to be a key ingredient for small business marketing, serving as a primary channel for finding, reaching, and engaging current and potential customers. With over 4.9 billion social media users worldwide, platforms like Instagram, Facebook, TikTok, and X offer unmatched opportunities for visibility and growth. Social media allows small businesses to showcase their products, build relationships with customers, and create communities around their brand - all while staying highly-competitive in the digital-first economy.

According to a recent study, 54% of consumers research products on social media platforms before making a purchase, and small businesses that actively post see a substantially higher return on investment (ROI) from their efforts.

You don't need to be on every platform - however building a strong presence on each of the following social networks could dramatically help your business grow.

Facebook

• Ideal for reaching adults aged 25-70
• Useful for building a local community and sharing detailed updates or events
• Facebook Business Pages and Groups help you connect with followers and can boost SEO

Instagram

• Great for reaching people aged 18-40, who make up most users
• Best for businesses that generate more visual content like photos and videos
• Features like Stories, Reels, and shopping tags let you engage directly with follower to sell products

X (Formerly Twitter)

• Best for sharing news, updates, or quick thoughts in short messages
• Works well for businesses with a younger or tech-savvy audience
• Good for networking with other businesses and staying part of trending conversations

TikTok

• Currently the top performing network for business ads
• Great for fun, creative videos that appeal to users aged 16-40
• Perfect for showing the personality behind your brand
• Viral challenges and trends can help you gain attention quickly

Set Up Your Accounts & Profiles The Right Way

1. Create Business Profiles: When creating your account on each platform, select a business account. This gives you access to tools like analytics, ads, and special features for businesses
2. Use a Professional Profile Picture: Most businesses use their logo or a picture of their business. Make sure it's clear, high-quality, and represents your business brand
3. Write a Strong Bio: Include your business name, what you offer, and a call-to-action (CTA). Example: "We make custom jewelry for special moments ✨ Shop now at [yourwebsite.com]"
4. Link Your Website: Use the bio link section to send users to your website, store, or a special promotion

Create Engaging Content

Engaging content is the heart of any successful social media strategy. To capture the attention of your followers, your posts should be interesting, visually appealing, and valuable to your audience. Here's a deeper look at the types of content that work best:

Photos

1. Why Photos Matter: Visual content is processed faster by the brain than text, making it a great way to grab the attention of people scrolling through hundreds of posts. High-quality photos make your business look professional and trustworthy
2. What to Post: Share pictures of your products, team members, behind-the-scenes moments, or your workspace. For example, a restaurant can post vibrant photos of its dishes, while a clothing brand can showcase its latest designs
3. Tips for Success:
   • Use good lighting and a clean background
   • Highlight details, like the texture of a handmade product, specific product features, or products displayed at your store
   • Add detailed captions to tell a story, like how the product was made or its unique features
   • Use trending hastags that are relevant to your business and your post(s)

Videos

1. Why Videos Matter: Video content generates higher engagement rates than photos and is preferred by algorithms on platforms such as TikTok and Instagram Reels
2. What to Post: Create videos that educate, entertain, or inspire. Examples include:
   • Tutorials: Show customers how to use your products. For example, a skincare brand can create a "how to" video for applying their products.
   • Behind-the-Scenes: Share how your products are made or introduce members of your team.
   • Customer Testimonials: Post short clips of happy customers sharing their experiences with your business.
3. Tips for Success:
   • Keep videos short and engaging (15-60 seconds for Instagram Reels and TikTok)
   • Use captions, as many users watch videos without sound
   • Post regularly to stay visible on video-heavy platforms like TikTok
   • Use trending hastags that are relevant to your business and your post(s)

Polls and Questions

Polls and questions work well on social media as they encourage interaction and help to make your followers feel involved and valued. Social network algorithms boost the visibility of posts with high user engagement, helping your content reach more people and potential customers.

1. What To Post: Use features like Instagram Stories, Facebook polls, or TikTok Q&A to ask your audience for input. Examples include:
   • "What items would you like to see on our menu?"
   • "Post a photo of you using our products in the comments below."
   • "Do you prefer to shop online or at a store?"
2. Tips for Success:
   • Keep questions simple and relevant to your audience
   • Use polls strategically to gather feedback for future decisions
   • Thank participants by sharing the results and responding to their input

User-Generated Content (UGC)

User-generated content (UGC) refers to content such as photos, videos, reviews, or social media posts that is created by customers and shared through your social media accounts. UGC is powerful for several reasons:

1. Trust and Authenticity: People trust content created by other customers more than branded advertisements. According to a report by Nielsen, 92% of consumers trust recommendations from peers over traditional ads. Seeing others use and enjoy your products builds credibility and helps potential customers feel confident in their purchase decisions
2. Helps Build Community: Sharing UGC makes your customers feel valued and part of your brand's story. This connection helps create a loyal community that is more likely to engage with your business and recommend it to others
3. Cost-Effective Marketing: UGC saves time and resources. Instead of creating all content in-house, you can showcase authentic, ready-made materials from your customers that resonate with your audience
4. Improves Engagement: Posts featuring UGC often get higher engagement rates because they're relatable and come across as genuine. This, in turn, boosts your reach on platforms where engagement impacts visibility

Here are specific ways to use UGC effectively:

1. Photos of Products in Use: Repost customer photos showing how they use or style your products.
2. Video Testimonials or Reviews: Showcase short clips of happy customers sharing their experiences.
3. Unboxing Videos: Share customer videos of them opening and reacting to your products.
4. Event Participation: Feature customers who attended your events or used your services during a special occasion.

Here are some tips for success:

1. Encourage Tagging and Hashtags: Make it easy for customers to share their content by asking them to tag your account or use a unique hashtag (e.g., #ShopYourBrand or #MadeWith[YourBrand]). Promoting your hashtag in-store, on your website, or in packaging can help gather more content.
2. Always Credit the Creator: When sharing UGC, tag the customer's account and thank them for their support. This not only shows appreciation but also increases the chances they'll share your repost, amplifying your reach.
3. Engage with UGC Creators: Respond to posts by commenting, liking, or even sending direct messages to thank users personally. This builds a strong relationship and encourages future content creation.
4. Ask for Permission: While most people appreciate being featured, it's good practice to ask for their consent before reposting their content. This ensures compliance with platform guidelines and fosters goodwill.
5. Incorporate into Campaigns: Use the best UGC in your marketing campaigns, such as on your website, ads, or newsletters. For instance, featuring real customers wearing your product in an ad creates a more relatable and trustworthy message.

Social media can be a game-changer for your small business, opening doors to new customers, stronger relationships, and greater brand visibility. While starting or growing your social media presence may seem overwhelming, take it one step at a time by choosing the right platforms, posting engaging content, and building personal connections with your audience.

Remember, social media is a tool to share your story, highlight what makes your business unique, and build a loyal community of followers and customers. Post with confidence, experiment and be creative, and be consistent.