Best Social Media Platforms for Small Businesses

Social media platforms are essential for communicating with friends and family, and building communities centered around shared interests. They are also sources of entertainment, inspiration and information, which makes the medium a vital marketing tool for businesses. Understanding how to use social media for business is critical.

Why is social media important for business?

Social media platforms are effective channels for businesses to reach their target audiences and local communities. They increase brand awareness, promote goods and services, and foster goodwill. Small businesses can set up profiles on leading social media sites, connecting with customers and prospects in real time. Engaging in relevant communication, highlighting valuable solutions, and responding to feedback on social media all contribute to building brand loyalty.

Increased visibility is another benefit of social media for business. Social media platforms provide powerful analytics and measurement tools, enabling businesses to gauge content impact. A well-crafted social media strategy for business can yield tangible, cost-effective results.

What are the most popular social media platforms for business?

Leading social media platforms include LinkedIn, Facebook, YouTube, Instagram and TikTok. Each site offers unique opportunities for businesses looking to expand their online presence. Explore these platforms to determine how they can fit into your small business marketing plan.

• LinkedIn
  With over 1.2 billion members, LinkedIn is the premier social media platform for business. In 2023, 84% of B2B and 54% of B2C social media marketers used LinkedIn to market their businesses.1 Notably, over 75% of B2B marketers list LinkedIn among their top three platforms for delivering value.2 LinkedIn can help small businesses grow professional networks, establish credibility and foster meaningful engagement with potential clients and partners.
  • Make quality connections.
    Connect with individuals you've interacted with previously, whether in-person at a networking event or virtually. Always personalize your connection request to encourage a response.
    
    
  • Join groups.
    LinkedIn groups can include up to three million members and each user can join up to 100 groups.3 LinkedIn suggests groups to consider for individual users. For example, while researching the topic, a writer at Constant Contact identified 47,000 potential LinkedIn groups to join.4 Group participation allows for direct messaging between members, posting surveys, asking questions and sharing content.
    
    
  • Publish content.
    When you publish an article, it appears on your business' newsfeed. Anyone who visits your page will see the post, as well as their contacts, if your security settings allow. Publishing quality content can position your company as an industry thought leader.
    
    
• Facebook
  With more than three billion active monthly users and 60 million business pages, Facebook is the world's most popular social network — making it essential for small businesses.5 6 To maximize your Facebook marketing, create interactive posts and engaging videos that capture your audience's attention.
  • Invite participation.
    Engagement drives Facebook's algorithm, so it's important to post content that consumers find interesting. Ask questions and post surveys, then share the results.
    
    Influencer content is gaining significant ground on social media. Sixty-nine percent of consumers trust influencers' advice and 74% of shoppers in a recent survey said they bought products or services because an influencer recommended them.7 8 In addition, 75% of influencers want to collaborate with brands that share the same interests and values.9 Connect with influencers whose content you enjoy and ask for opportunities to collaborate.
    
    
  • Participate yourself.
    Actively participate in your own posts. Ask questions and quickly respond to each commenter, even if it's just a "thanks for stopping by." Such personal responses help to build rapport with readers, encourage further feedback and increase trust in your brand.
    
    
  • Prioritize short and live videos.
    While most Facebook users favor text-based content, 50% also watch videos.10 Live videos generate triple the engagement compared to carousels comprised of multiple videos and images.11 Create and share how-to videos or other visually interesting content to increase engagement on Facebook.
    
    
• Instagram and Pinterest
  Instagram and Pinterest are ideal for businesses that produce high-quality imagery. Short videos and multiple images that tell a story perform best. Focus on visually striking posts, your company's unique background and take advantage of popular platform features to engage with your audience in real time.
  • Quality photography matters.
    Ensure your posts feature striking imagery. Edit to reduce background clutter that isn't relevant to the story you're telling.
    
    
  • Showcase your company culture.
    Share behind-the-scenes glimpses and day-in-the-life posts featuring employees and customers to humanize your brand.
    
    
  • Boost engagement with Instagram features.
    Use "Instagram Reels" and "Instagram Stories" to share digestible, creative content. Try "Instagram Live" to interact with your audience in real time.
    
    Pinterest is cited as a reliable source for research and purchase consideration among consumers — a strong indicator of potential sales. Businesses can add clickable links to ads and websites or include product details such as pricing in "Rich Pins" and "Product Pins."
    
    
• YouTube
  As the world's second-largest search engine, YouTube has over 2.5 billion monthly active users.12 The platform is best for longform videos and is effective for companies that want to educate customers and prospects. YouTube videos often appear in Google search results, boosting discoverability.
  • Solve problems.
    Create videos that address frequent questions or solve customer challenges. Tutorials and behind-the-scenes content perform well.
    
    
  • Optimize content for web searches.
    Use relevant keywords, descriptions and tags when titling videos. Include engaging thumbnails for better performance.
    
    
  • Analyze results.
    Encourage viewers to like, comment and subscribe to your channel. Respond to comments to build community. Use YouTube Analytics to determine how well your content performs and refine your strategy as needed.
    
    
• TikTok
  TikTok rewards authentic and trendy content, making it a favorite among younger users (ages 18-34) and creative brands. If considering TikTok as part of your small business social media strategy, stay informed of potential platform restrictions.
  • Be authentic.
    TikTok users value genuine, unpolished content. Stay true to your brand and have fun when creating content.
    
    
  • Embrace trends.
    Join trending challenges and use popular audio clips with a creative twist for timely, relevant content.
    
    
  • Share short clips.
    TikTok is a fast-paced platform. Post challenges, quick tips, sneak peeks or fast facts that entertain or educate your audience.

Understand how to use social media for business.

Social media is a powerful tool for engaging your audience, building brand recognition and driving business growth. The sites you choose should align with your business goals. Consider seven steps that can help create a social media strategy for small businesses that maximizes online presence and reach.

1. Define business objectives.
   Outline your marketing objectives — brand awareness, lead generation, sales or all three. Determine how social media can help accomplish these goals. Clearly defining your company's intentions will better equip you to measure results and adjust your strategy for maximum impact.
   
   
2. Know the audience.
   Understanding who your potential customers are — their interests, behaviors and pain points — enables you to create content that speaks directly to their needs and motivations. Tools like customer surveys and social media analytics reveal the most effective platforms and content.
   
   
3. Observe competitors.
   Note the platforms, formats and engagement strategies that competitors use. Look for gaps in products/services, target audiences and messaging that would help to differentiate your company.
   
   
4. Evaluate platform features and formats.
   Prioritize social media platforms that support your marketing goals and content formats.
   Tailor content to each platform's features.
   
   
5. Keep branding consistent.
   Maintain consistent branding, including company name, logo and tagline, across all platforms.
   Ensure your value proposition is clear, and adapt content as needed for each network.
   
   
6. Post regularly.
   How often you post depends on your goals and availability. Develop a content calendar and post consistently. Best practice suggests at least once per day. HubSpot offers insights on the best frequency, days and times to post on each platform.13 Platform analytics help to refine your posting schedule.13
   
   
7. Measure and improve.
   Start with one or two platforms, set key performance indicators (KPIs) and monitor results. Expand to additional platforms as your social media marketing strategy evolves.

Maximize your business' potential for success with social media.

An effective social media strategy can help your business reach new audiences, deepen trust and drive sales. As an SBA Preferred Lender, Synovus is committed to helping small business owners achieve their goals. For assistance funding your social media strategy, contact a Synovus Business Banker, call 1-888-SYNOVUS (1-888-796-6887) or stop by one of our local branches.