Understanding Small Business Social Media Use: How Solopreneurs Can Build Their Brands Online

The social media landscape has evolved many times over since its early days. At its inception, it was a relatively straightforward way to stay connected and meet new people. Now, it’s ubiquitous and a major player in the digital marketing world for businesses of all sizes.

For a small business owner, there are plenty of benefits to sharing what you do on social media. It’s budget-friendly, with the cost of entry — without the extra bells and whistles — usually being free. It’s user-friendly enough that just about anyone with WiFi and a smartphone can figure it out. It also allows you to lean into what makes you unique. 

We surveyed over a thousand solopreneurs to learn more about the challenges they face, the benefits of working solo, and how they keep things running. And what we learned about their social media usage surprised us:

• 35% use social media to get advice or learn more about running a business
• 40% specifically prefer short-form videos to get the information they need
• 47% don’t use social media to run their business

The takeaway? Solopreneurs surveyed tend to see social media as an educational resource, rather than a marketing or networking tool. Per the survey results, only about half of solopreneurs are taking advantage of social media as a low-cost and low-risk way to grow their businesses. 

If you’re similar to the other half and are curious how you can incorporate social media into your business’s marketing strategy, here are a few tips to get you started. 

5 Tips for Using Social Media for Your Small Business

1. Use it to connect with your peers.

It’s not called a social network for nothing. Social media can be a great way to meet other business owners and professionals in your industry. Jef Lippiatt, owner of Bunker83 Games, cites this as one of the reasons for his active social media presence. “On Instagram I try to connect with other entrepreneurs who are either in game design or illustrators. You know, creative small business owners stuff like that. So I’m always trying to build community.” 

Forming a community of your peers is important. Getting to know professionals in your industry can:

• Open the door for collaboration
• Give and receive advice on obstacles you run into in your work
• Offer a platform to pitch ideas and receive feedback from people in-the-know

2. Be active.

The way social network algorithms work changes frequently. But one best practice that tends to stay the same is that less is not more. 

More is more. 

That’s because the more you post, the more the platform will favor what you post. That means getting your content in front of more viewers.

The result? Ideally, it would lead to increased engagement and more customers. For Brandon Johnson, owner of Radiant Glass and Repair, this has been his experience. “My Facebook page is pretty popular. I’m active… almost daily. So, now I’m to a point, I’m getting at least 2 phone calls a day, and I’m now in the revolving cycle of estimates and installs.” 

3. Make it fun.

One of the best features of social media is its versatility. It’s easy to use for a wide variety of purposes, which makes it perfect for experimentation. How you use social media for your business doesn’t always have to be serious. In fact, many business owners use it to jump on popular internet trends, give a peak behind the curtains, and more. 

As a game designer, Jef likes to bring the playfulness that’s the core of his business into his social media and marketing strategy. Specifically, he says he enjoys adding games, clues, and Easter eggs into his social media posts and even his newsletters. 

The opportunities are endless. Don’t be afraid to consider getting a little silly with your business socials once in a while.

4. Take advantage of social media advertising.

A social media business account on its own can benefit your business, but running social ads can help take it to the next level. A paid ad campaign can help get your business out there and drum up interest. For Brandon, one of the major benefits is algorithmic. “I’ll run ad campaigns. And, basically, I can target my area.” When you run a service-providing business, being able to reach people in your service area can make all the difference. 

And for Jef, ads are a chance to experiment and subvert expectations. “It’s essentially a fake review. That’s a one-star review, and it says: ‘A strategy-lover’s nightmare.’ Because the slogan is: ‘Strategy is useless. Embrace the chaos.’” Ads are more than just a platform to share pricing and sales — they’re also an opportunity to give prospective customers an idea of what your brand is all about. You can share your unique voice and help people know what to expect from your business. 

5. Get to know your audience.

Not everything you do on social media necessarily needs to be highly strategic. It is, after all, intended to be social — and that’s certainly been Jef’s experience. “Social media for me isn’t about just, you know, broadcasting stuff out. It’s really looking for those connections and being social and making it a two-way conversation. So I try to do that as much as possible.” 

Depending on what your business does, social media can be a good way to connect with both loyal and potential customers. This is the kind of personal and human touch that most large businesses can’t fully replicate. For smaller businesses, it’s an opportunity to earn goodwill and create a positive reputation, which can be a low- to no-cost way to encourage word-of-mouth for your brand. 

From Solo to Social

Putting yourself out there can be difficult. If you’re building your business’s social media presence from the ground up, try to take it one step at a time. Think about what platforms your customers use, and what platforms make the most sense for what you do, and start there. Post what you would want to see.
Looking for more tips to market and grow your business? Our Resource Center has guides, tools, and templates designed to give small business owners access to the information and services they need. And if you’re interested in protecting your business with business insurance, we can help with that as well. Our quote comparison tool makes it easy to browse tailored coverage options, shop prices from trusted insurers, and get the coverage you need — all in one place, all in just minutes.