As we dive into 2025, you might be wondering if social media is still worth your time as a small business. I get it. Everything seems to be about algorithms and automation these days. But let me tell you what i think – social media isn’t going anywhere. Did you know that 54% of social media users use social media to research products and 71% are more likely to purchase products and services based on social media referrals. That means if you’re not active on platforms like Instagram and Facebook (or wherever your ideal customer hangs out!), you’re missing a huge opportunity.
Here’s my take on why social media should still be a priority for your brand and some ways to make it work for your business.
The Enduring Value of Social Media
Think about where you spend a lot of your online time. Chances are, it’s on social media, right? That’s true for your customers too. Platforms like Instagram, Facebook, TikTok and LinkedIn are where people hang out, discover new things, and decide where to spend their money.
Here’s a breakdown of time spent on each social media platform by key demographics:
- Instagram: Users spend about 30 minutes per day, with the primary demographic being 18-34 year-olds, followed by the 35-44 age group.
- Facebook: Roughly 38 minutes are spent daily by users, predominantly by the 25-34 age group, with the 35-49 age group also active.
- TikTok: Approximately 45.8 minutes per day are spent by users, primarily popular among Gen Z and younger Millennials (18-29), with growing interest from the 30-39 age bracket.
- LinkedIn: Around 17 minutes daily are spent by users, mainly professionals aged 25-34, with the 35-54 age group also significantly engaged.
Social media is important because it’s where your customers are and allows you to talk to them in a way that feels personal and direct.
How to Make Real Connections in a Crowded Space
Standing out on social media isn’t just about being louder or more frequent with your posts. It’s about fostering real, meaningful connections with your audience. Here are some hands-on strategies that any small business owner can adopt to boost engagement and build a loyal community.
Be Yourself
The most compelling content is often the most personal. Share your journey—the good, the bad, and everything in between. Did you overcome a big obstacle this year? Or maybe you had a funny mishap on the job? Tell those stories!
When you open up, you become more relatable. People connect with humans, not just brands. For example, a weekly video series called “Behind the Scenes” could showcase daily operations or highlight how you develop new products or deliver your service.
Customer Shout-Outs
Nothing builds trust like showing off the love you receive from your customers. Did someone leave a great review? Share it! Better yet, ask if they’d be willing to be featured in a more in-depth customer spotlight.
You could create a monthly “Customer of the Month” feature where you tell their story—how they use your product/service, what problems it solves for them, and even a photo if they’re keen. This not only celebrates your customers but also shows others the real-life impact of your business.
Go Live
Live videos are incredibly engaging. Whether on Instagram, Facebook, Tiktok or LinkedIn, live sessions can dramatically boost your visibility and engagement.
Host a live Q&A where you answer your followers’ questions in real-time. Or perhaps do a live product demo or a tutorial. These sessions can be as polished or as laid-back as you like. The key is interaction—encourage viewers to drop questions and comments during the broadcast, and respond to them live. It creates a dynamic interaction that recorded videos simply can’t match.
Create a VIP Space
Private groups are a fantastic way to foster a sense of exclusivity and community. Here are a few ideas:
- Facebook Group: Create a group for your top customers and offer them exclusive content, early access to new products, and the ability to give feedback on upcoming projects. This not only rewards your most loyal customers but also turns them into brand ambassadors. For example, if you’re launching a new product, give the group a sneak peek or the chance to pre-order before the public launch.
- LinkedIn Industry Group: If you’re in a B2B space, consider creating a LinkedIn group focused on your industry. Share insights, industry news, and discussion topics to establish your brand as a thought leader. Invite customers, peers, and even industry experts to join and contribute. This can be a place for networking and sharing expertise, which adds value beyond just your products or services.
- LinkedIn Newsletters: Another powerful tool on LinkedIn is the ability to publish newsletters. This feature allows you to regularly communicate with your followers by sending updates directly to their LinkedIn inboxes. Consider creating a newsletter series that covers industry trends, insights, and updates from your business. This is particularly effective for keeping your community engaged and informed over time. For instance, you could launch a monthly newsletter that highlights case studies, customer success stories, or previews of upcoming projects and initiatives.
- Hosting Exclusive Events: Both Facebook and LinkedIn allow you to host events, which can be promoted within these groups. For instance, you could run a webinar exclusive to group members or a virtual meet-and-greet with your team. These kinds of activities make members feel like they’re part of something special—a community, not just a customer base.
Leveraging AI for Social Media
AI tools like ChatGPT and Gemini are revolutionising the way small businesses manage and enhance their social media presence. These AI technologies can help streamline operations, personalise customer interactions, and generate content that resonates with your audience.
Here’s how you can use AI tools to elevate your social media game.
ChatGPT for Content Creation
ChatGPT can be a game-changer for engaging with your audience and creating compelling content. Here are a few ways you can use it:
- Customer Service: Deploy ChatGPT on platforms like Facebook Messenger or your website chat to provide instant responses to customer inquiries. This can include answering FAQs, providing information about products, or even handling reservations or returns.
- Content Ideas Generation: Stuck on what to post? Ask ChatGPT to generate content ideas based on your industry trends, upcoming holidays, or common customer questions. For example:
- “Generate a list of blog post ideas for a small coffee shop during winter.”
- “Suggest engaging questions to post on social media for a pet supplies store.”
- Drafting Posts: ChatGPT can help draft posts that are tailored to your audience’s interests and preferences. For instance:
- “Write a catchy Instagram post for our new summer collection launch.”
- “Create a Twitter thread explaining the benefits of sustainable packaging.”
Gemini for Ad Campaigns
Gemini can take your advertising to the next level by optimising your social media ads based on user behaviour and engagement patterns. Use Gemini to:
- Targeted Ads: Implement AI to analyse data and create highly targeted ad campaigns. Gemini can help identify the most effective demographics, times for posting, and even predict customer buying behaviours.
- A/B Testing: Automatically run A/B tests on different ad elements like headlines, images, and call-to-actions to see what works best with your audience.
An example prompt could be “Use data from our last three campaigns to identify the best performing audience segments for our next Instagram ad promoting eco-friendly products.”
By integrating these AI tools into your social media strategy, you will not only save time but also create more precise, engaging, and relevant content that resonates with your audience. AI is not just about automation; it’s about enhancing the quality of interactions and making your social media ads more dynamic and responsive to your audience’s needs.
Wrapping It Up
So, is social media still relevant? Absolutely. In the age of AI, it’s not just about posting and hoping for the best. It’s about using technology to create genuine, meaningful connections.
As a small business owner, you have the unique ability to bring a personal touch to your brand. Use social media to show it off and watch your community grow. Trust me, a little heart and a bit of tech can go a long way.