How to use social media for small business in 2025 

Key takeaways:  

• A strong social media strategy helps small businesses grow by choosing the right platforms and creating content that boosts brand awareness, engagement, and sales. 
• Consistency and engagement help businesses grow through regular posting, audience interaction, and performance tracking. 
• Social media works best with the right setup—a business website and Web.com’s Website Builder, which includes SocialBooster to help manage and schedule posts. 

Running a small business comes with big and small decisions, especially in marketing. With nearly 94.2% of internet users on social media every month, you don’t need to look far for potential customers. They’re already there. The only problem is—you won’t be the only business trying to reach them.  

In fact, about 86% of businesses use Facebook for marketing. Why? Because social media isn’t meant for scrolling alone. It’s where people discover brands, ask questions, and decide where to spend their money. 

The right social media channels can help build brand awareness. And what’s great about it is you don’t need a huge budget or a complicated plan, but simply a clear strategy. That’s why this guide equips you with practical steps on how to use social media for your small business in a way that’s simple and doable.  

Why your small business needs a social media strategy 

When you have a solid social media strategy, it helps you engage with the right audience efficiently. Yet, posting alone isn’t enough. You need a strong social media presence so people can easily find, follow, and engage with your brand. Keep in mind, though, that visibility doesn’t give you the whole advantage. There’s much more a good social media marketing strategy can do for your business, and here’s why it’s worth the effort: 

It gives you better insights into your customers and competitors 

Social media gives you helpful insights about your target audience—like who they are, what they like, and how they interact online. These insights strengthen your marketing efforts and help you track competitors through social media analytics. They also help you compare strategies and find new ways to create engaging content that gets people talking. 

It helps build relationships and keep customers engaged 

If you want people to stick around, you have to talk to them. Small businesses should be responsive—not just in comments and messages, but also through polls, Q&As, and other interactive content. Social media helps build brand awareness and customer loyalty by keeping followers engaged. Remember, the stronger the connection, the more likely potential customers will choose you over competitors. 

It helps you stay relevant with industry trends 

Keeping up with industry shifts—like viral content, seasonal promotions, and industry news—can help businesses attract most engagement, especially young social media users. But instead of chasing every trend, focus on your customers’ interests to keep your content fresh and relatable. 

It makes your business easy to discover 

People turn to social media to discover new customers, find recommendations, and connect with businesses. Having an active presence across social channels increases your chances of being seen by the right people at the right time. And with a mix of organic reach, hashtags, and paid promotions, you can create content that keeps your business on people’s radar. 

Where should your small business be on social media?  

Not every social media platform works the same way, and not every business needs to be everywhere. The most effective platform depends on your goals, audience, and the type of content you want to share.  

Below is a breakdown of popular social media channels and what they’re best for, so you can choose the right one for your business. 

Facebook  

Facebook users make up the largest social media audience globally, with over 3 billion monthly active users and more than 200 million businesses running a Facebook page. It reaches all age groups, with 25–34-year-olds being the most active.  

This social platform allows you to create pages, run ads, track analytics, and sell products while engaging customers through Groups, Messenger, and Live videos. And did you know that 78% of consumers discover products on Facebook? That’s why it’s a powerful tool for social media campaigns and driving sales. 

What to post on Facebook 

The right Facebook content helps small business owners connect with their audience and grow their online presence. Here’s what to share: 

• Behind-the-scenes updates. Show your team, work culture, or daily operations to make your brand more relatable. 
• Videos and Stories. Use short-form content to increase engagement and visibility. 
• User-generated content (UGC). Feature real customer experiences to build trust and community participation.
• Exclusive deals. Attract new customers with special offers and keep existing ones engaged. 

How often should you post on Facebook 

The ideal posting frequency depends on your follower count. Pages with over 10,000 followers can post twice a day, but smaller pages may see lower engagement with frequent posting. Instead, focus on building a solid content strategy to strengthen your social media presence and use social media analytics to find the best times to post for your potential customers. 

Tips to boost engagement on Facebook 

Facebook Lookalike Audiences helps you reach potential customers with shared interests. It’s an affordable social media advertising tool that helps connect with your target audience and supports your business goals.  

For deeper engagement and brand loyalty, Facebook Groups help foster discussions and interaction. Also, polls, comments, and a mix of promotional and valuable content can keep followers active and optimize your social media efforts. 

Instagram  

Instagram is a key player in social media marketing, with 2 billion active users worldwide. It helps businesses increase brand awareness and engage with younger audiences, especially Gen Z and Millennials. That’s why the fashion, beauty, travel, and food businesses use it to reach the right audience using engaging features like Reels, Stories, and in-app shopping. However, if your target audience skews older, other platforms might be more effective. 

What to post on Instagram 

A business account gives you more ways to grow—like Instagram Shopping and analytics. Here are key content types to share: 

• Behind-the-scenes content. Remember that authenticity sells. Give your followers a glimpse of your team, workspace, and product creation. 
• High-quality visuals. Since Instagram is a visual-first platform, high-quality images and videos drive engagement. 
• User-generated content (UGC). Encourage customers to leave reviews or use branded hashtags, such as #MyDailyBrew, to showcase their favorite products and promote your brand.
• Reels and Stories. Post short-form videos to reach more people and drive interaction. 
• Interactive content. Keep things lively with polls, Q&As, or a friendly competition. 

How often should you post on Instagram 

Building brand awareness and staying active on Instagram doesn’t mean posting all day. One in-feed post per day is enough. Just add multiple Stories to keep things fun and share Reels a few times a week to keep the momentum going. Just don’t overdo it—flooding your feed can backfire and push people away instead of strengthening customer loyalty. 

Tips to boost engagement on Instagram 

Like Facebook, use Lookalike Audiences to engage through Instagram Groups or community features such as comments and DMs. Integrate informative content with promotions to keep followers interested instead of just selling to them. Post videos, use trending hashtags, and respond quickly to existing customers. These marketing efforts can increase brand awareness, attract brand advocates, and encourage conversions while keeping your audience involved. 

LinkedIn  

LinkedIn is the ultimate space for professionals to connect network, and grow, with over 1.1 billion members as of 2025. It helps businesses increase brand awareness, build connections, and establish credibility. This social platform is the main hub for creating business accounts and recruiting. Not only that, but it also supports social media management and marketing efforts, making it highly beneficial for B2B engagement and business goals. 

What to post on LinkedIn 

Building credibility on LinkedIn is attainable through sharing content that informs and engages your network. Here are the top content formats to post: 

• Industry news and insights. Showcase expertise by sharing updates, trends, and professional insights. 
• Engaging video content. Use videos to increase visibility and attract more engagement. 
• Company culture highlights. Share workplace stories to connect with potential employees. 
• Valuable, informative content. Focus on providing useful insights instead of just promotions. 

How often should you post on LinkedIn 

Businesses should aim to post two to five times per week for maximum reach. Posting during business hours increases visibility, and using LinkedIn’s algorithm-friendly content formats like videos and articles can drive better engagement. 

Tips to boost engagement on LinkedIn 

Get the most out of LinkedIn Groups by sharing actionable insights and chatting with professionals in your field. Have employees post updates to reach current customers and grow your network. Instead of pushing sales, focus on valuable content that fits your social strategy. Keep the conversation going by joining discussions and responding to comments—it’s a simple way to stay visible and build real connections. 

TikTok  

With over 1.69 billion monthly active users, TikTok is a great platform for businesses targeting Gen Z and younger millennials. Its algorithm favors engaging, unpolished content, giving even new accounts a chance to go viral. With the right social media strategy, you can reach your target audience, optimize lead generation, and grow without a big budget.  

What to post on TikTok 

TikTok is an effective digital marketing tool that never runs out of content ideas. Here are some must-try social media posts for your small business: 

• Trending challenges. Join viral hashtag challenges, filters, and even dance trends to boost visibility.
• Original hashtag challenges. Create your own branded challenge to spark engagement and social buzz. 
• Relatable content. Keep it fun, casual, and authentic—polished content isn’t necessary to perform well. 
• Short-form storytelling. Use quick, engaging videos to share behind-the-scenes moments or brand stories. 
• Popular trends. Stay updated with emerging trends like the recent #EmergenyContact challenge where users humorously highlight unreliable emergency contacts in a playful way. 

How often should you post on TikTok 

TikTok itself recommends posting one to four times a day. Some established accounts post up to 10 times a day, but this may be too much when starting out. 

Tip to boost engagement on TikTok 

The first three seconds of your video are critical. Make sure it’s interesting enough to stop someone from skipping to the next video on their feed. This type of user engagement signals to the algorithm that viewers enjoy your content, and as a result, it should be pushed to more “For You” pages. 

Pinterest 

People use Pinterest to find ideas, plan purchases, and discover products. It’s a great social media platform for businesses in fashion, home decor, food, and lifestyle. Over 70% of users are women, and 75% say they’re always shopping, which means strong buying intent. Unlike other social platforms, Pinterest is more of a search engine, where content stays relevant for months or even years. 

What to post on Pinterest 

Eye-catching vertical images with text overlays work best. If you’re a small business looking to grow your social accounts, try these content types: 

• How-to guides. Share step-by-step instructions that educate and inform. 
• Infographics. Use visually appealing graphics to simplify complex information. 
• Listicles. Make your content easy to digest with numbered lists. 
• Product showcases. Highlight your products in a visually compelling way. 

Since 97% of top searches are unbranded, small businesses have a strong chance to be discovered organically.  

How often should you post on Pinterest 

Pinning at least 3 high-quality pins per week is enough to grow your reach. The old approach of 10+ pins a day is now seen as spammy, so focus on quality over quantity to stay in favor with Pinterest’s algorithm. 

Tip to boost engagement on Pinterest 

Think search engine optimization (SEO) first. Pinterest isn’t just another social media platform, but a visual search engine. Use keyword-rich descriptions, optimized board names, and relevant hashtags so your content appears in search results. Since Pinterest favors new content, it’s a good idea to update your boards regularly to keep your posts visible. 

X (formerly Twitter) 

X is a fast-paced, conversation-driven social media platform where businesses have the chance to build direct relationships with their audience. With 500 million tweets posted per day, it’s a hub for real-time updates, trends, and brand interactions. 206 million people use X daily, and it has the largest gender gap of any major social media platform—60.9% male and 39.1% female. If your target audience is between 24 and 34 years old, then the platform is a strong option for your small business. 

What to post on X 

X thrives on short, engaging content. To keep your audience interested, try a mix of these strategies: 

• Keep it short and engaging. Quick updates work best—less is more when grabbing attention. 
• Balance your content. Mix sales and product updates with value-driven posts to keep followers interested. 
• Show your brand’s personality. Humor, casual language, and trending topics help boost engagement. 
• Encourage interaction. Use memes, polls, and customer replies to spark conversations. 
• Learn from top brands. Wendy’s and MoonPie thrive on witty, playful engagement—take notes. 

How often should you post on X 

With 5,787 tweets sent every second, staying visible requires frequent posting. 3 to 4 tweets per day is ideal for keeping engagement high without overwhelming followers. Some brands post more than 10 times a day, but for small businesses, focusing on quality over quantity is key. 

Tip to boost engagement on X 

Hashtags and trends matter. Incorporate relevant trending hashtags to increase your visibility. But again, don’t overdo it. One or two per tweet is best. Stay involved in trending topics and engage with your audience in real-time. Also, keep it light and playful since X is a social platform where personality shines. 

New and growing social media platforms to consider  

Since not all businesses fit the mainstream social media platforms, these emerging social apps are great alternatives if you’re looking for new ways to connect with niche audiences and build engagement. 

Mastodon  

Mastodon is a community-driven platform that prioritizes real conversations over algorithm-driven feeds. Unlike traditional social media marketing tools, it runs on independent servers where users connect around shared interests. With no ads or data tracking, businesses must rely on authentic social media posts to engage their audience and drive web traffic in a privacy-focused space. 

Threads (by Meta)  

Threads is a text-based social app from Meta, closely linked to Instagram. It lets social media users post updates, share 5-minute videos, and repost content for more visibility. Unlike algorithm-driven feeds, Threads shows posts in order, making engagement feel natural. Small businesses can use it for social media marketing, share updates like Instagram Stories, and gather feedback directly from their audience. 

Lemon8  

Lemon8 is a great platform for brands using social media management tools to enhance digital marketing. It’s a lifestyle-focused social media app from ByteDance that blends Instagram and Pinterest features, allowing users to share curated content on fashion, beauty, wellness, and travel. With its built-in editing tools and a preference for longer-form, aesthetic content, it’s gaining traction among influencers and niche audiences. 

5 helpful tools for managing your social media accounts 

Posting regularly across social media channels is never easy for small business owners juggling a lot at once. To keep your online presence active, these small business–friendly social media marketing tools can help you schedule and plan content even when you’re not online all the time. 

Buffer 

Buffer is one of the easiest tools out there. It offers beginner-friendly scheduling, tracking, and content organization features. It even lets you use Canva right inside the platform, so you can design visuals without switching tabs. 

Later 

Later works well for brands that focus on visuals, especially on Instagram, TikTok, and Pinterest. It comes with a drag-and-drop calendar, auto-scheduling, and a link-in-bio tool to help drive traffic. It also offers AI-generated captions, a feature that’s very useful for brands in fashion, lifestyle, or eCommerce that post frequently. 

Hootsuite 

Hootsuite offers robust scheduling and smart posting suggestions with basic analytics and inbox across all platforms. It’s a great option for growing businesses that want multi-platform control although it comes with a slight learning curve.  

Vista Social 

Vista Social is a streamlined tool that covers all the basics, including scheduling, analytics, a social inbox, and even review management. It supports emerging platforms and offers helpful tools like link-in-bio and social listening. It’s a great pick for small teams looking for a budget-friendly alternative to more established tools. 

Sprout Social 

Sprout Social helps businesses take control of their social media strategy. It comes with scheduling, social listening, and AI-powered analytics to help track performance and engagement. It’s a strong option for brands focused on data-driven growth. 

Tailwind 

Tailwind is designed for Pinterest and works well for DIY, lifestyle, and product-based businesses. As an official Pinterest partner, it helps you schedule pins, plan content visually, and get strategy tips with its SmartGuide tool. You can also create pins in one click and schedule them at the best times. 

More social media tips for creating engaging content and growing your audience    

A social media strategy goes deeper than simply posting content. It helps you connect with your audience, stay consistent, and adapt to what works best. Here’s how to make your social media presence more meaningful: 

Create content that connects 

To engage your audience, keep it real. Sharing personal stories and using storytelling can make your brand more relatable. When your posts focus on what matters to people, they’re more likely to drive traffic to your website. That’s why adding a personal touch while using data insights can help you create content that resonates with your audience. 

Stay consistent with a content calendar 

Your steady social media presence and timely responses can improve customer service. To make it happen, keep a content calendar to help you plan posts ahead and align them with key dates, promotions, and social media ads. Social media management tools for scheduling like Hootsuite and Buffer can simplify content planning. Consider implementing one for better consistency and increased customer satisfaction. 

Track performance and optimize strategy 

Keep an eye on how your content performs to make smarter decisions. Check engagement, reach, and conversions to understand what works best for your audience. Use tools like Facebook and Instagram analytics to find patterns, then adjust your captions, formats, and posting times to get better results. 

Boost visibility with paid advertising 

Paid advertising helps you reach more people quickly. Set a budget, target the right audience, and use A/B testing to see what works best. Ads provide instant visibility, but for long-term success, pair them with organic content. Start small, evaluate your progress, and adjust your strategy for better returns. 

The role of a business website in social media strategy  

Social media empowers audience engagement and conversion, but it shouldn’t be your only online presence. Platforms are always changing. Rules shift, algorithms update, and some, like TikTok, may even face bans. According to MarketWatch, the U.S. government may restrict TikTok due to security concerns, requiring its parent company to sell its U.S. operations by April 5, 2025. This only shows that too much reliance on social media can also post some risks. That’s why you need a business website to give your brand a stable place where customers can always find you. 

Here’s how social media and your website work together: 

• Their combination drives web traffic. Sharing blog posts, promotions, and product pages on social media accounts encourages visitors to click through and explore your site. 
• Both platforms boost credibility. A well-designed website builds trust and provides key details like contact info, services, and customer reviews. 
• Your website protects your brand. Social platforms change often, but a website gives you a permanent place where customers can find you. 

Want to learn more? Read our article on why your business needs a website and how to get started. 

Maximize social media to grow your business  

Now that you have all the details, it’s time to pick your platforms and plan content that sets you up for success. Social media can grow your business, but only with the right strategy. 

By posting regularly, sharing helpful content, and engaging with your audience, you can build trust and get noticed. But to really make an impact, you need a strong online presence. 

A website gives people a place to learn more, shop, or get in touch. With Web.com’s Website Builder, you can easily create one. It also comes with SocialBooster, a tool that lets you schedule and manage posts on Facebook, Instagram, and LinkedIn from one place. 

With a smart social media plan and a strong website, your small business can reach more people and grow faster. 

How to use social media for small business FAQ