Despite its problems with preserving user privacy, Facebook remains the dominant social media platform for small businesses, but Instagram, YouTube and Twitter are catching up. LinkedIn and Snapchat are in the race, too.
More than 70 percent of small businesses with fewer than 500 employees use social media promotion, according to a recent survey of more than 350 US small business owners conducted by Clutch, an independent research firm based in Washington, DC.
Small business presence on social media platforms has risen in step with increasing user engagement. Clutch says as many as 24 percent of small businesses now posting on social media started as recently as 2017. More than half of small businesses with an online presence post something daily.
Women-owned small businesses tend to rely on social media more than businesses owned by men. Millennial-owned small businesses are more likely to use social media than older business owners.
Fifty-four percent of small businesses post images or infographics on their social media sites, adhering to evidence that visual content draws greater attention than text.
Of the small businesses surveyed by Clutch, 16 percent said they planned to become active on social media, while only 13 percent indicated no interest.
Eighty-six percent of small businesses surveyed indicated they are on Facebook, which isn’t much of a surprise given its overall social media market dominance with 2.13 billion users across multi-generations and the ability to target audiences.
A little more surprising is that Instagram logged in as the second most used social media platform with 48 percent of small businesses. YouTube (46 percent), Twitter (44 percent), LinkedIn (31 percent) and Snapchat (25 percent) also attracted substantial small business usage. Only 12 percent of small business social media users rely only on Facebook.
A social media presence for women-owned small businesses is a virtual no-brainer because women outnumber men as social media users. The same holds true for small businesses owned by Millennials and targeting Millennial consumers, who grew up surrounded by digital media and can’t imagine life without the internet.
Generational preferences indicate Gen X and Baby Boomers are more likely to prefer Facebook and LinkedIn while Millennials gravitate more to Instagram and Snapchat, creating at least a crude form of social media segmentation.
The Clutch survey showed 52 percent of small businesses post something daily on social media, 70 percent post weekly and 94 percent monthly. Images or infographics (54 percent) are the more popular type of content posted by small businesses, followed by offers or promotions (52 percent), reviews (49 percent), videos (44 percent), blog posts (40 percent) and research data (33 percent).