A small and medium-sized business (SMB) employs fewer than 500 people and generates annual revenue below $1 billion, though definitions vary by region. For marketers, SMBs are a key audience—and social media is their secret weapon. It’s affordable, direct, and packed with potential to grow their brand. Let’s break down what SMB means, how these businesses use social media, and why it matters to you.
What is an SMB?
In the U.S., the Small Business Administration (SBA) often caps small businesses at 500 employees, while medium-sized ones range from 100 to 499. In the EU, SMBs have fewer than 250 employees and turnover below €50 million. No matter the numbers, SMBs make up 99.9% of U.S. businesses—proof they’re the backbone of the economy.
Think of your local coffee shop, a family-run tech startup, or a boutique agency. They’re SMBs, and they’re turning to platforms like Instagram and LinkedIn to compete with the big players.
How SMBs use social media
Social media levels the playing field for SMBs. They use it to market, sell, and chat with customers—all without breaking the bank. A 2023 survey found 77% of U.S. SMBs rely on social media for sales, marketing, and customer service. Here’s how they’re showing up:
- Facebook: 80% of SMBs use it for broad reach and easy e-commerce via Facebook Shops.
- Instagram: 64% tap into visuals for storytelling—think food pics or fashion hauls.
- LinkedIn: They network and pitch B2B services here.
- TikTok: Younger audiences love their quick, quirky videos.
They’re not just posting—they’re building communities, gathering feedback, and watching analytics to learn what works.
Why social media matters for SMBs
For SMBs, social media isn’t optional—it’s essential. It’s cheaper than traditional ads, lets them talk directly to customers, and helps them stand out. They can share their story (like that coffee shop’s bean-sourcing journey) and turn followers into loyal fans. Plus, tools like Brandwatch Consumer Research help them track what people say online, giving them a leg up on trends.
But it’s not all smooth sailing. Time’s tight, creating content’s tough, and figuring out analytics can feel like decoding a mystery. Still, the payoff’s worth it—77% say it drives real results.
Top tips for SMBs on social media
Ready to help an SMB—or your own—shine online? Here’s what works:
- Set goals: Decide if they want more followers, clicks, or sales.
- Know their crowd: Pick platforms their audience loves.
- Post smart: Share tips, stories, or quick videos that grab attention.
- Chat back: Reply to comments—it builds trust.
- Track it: Use analytics (or Brandwatch) to see what’s clicking.
Pro tip: In 2025, AI’s making waves—think auto-generated posts or social commerce. SMBs jumping on this trend stay ahead.
Your next step
Whether you’re an SMB owner or a marketer, social media’s your playground. Start small—pick one platform, post once a week, and watch what happens. Need deeper insights? Tools like Brandwatch Consumer Research show you what your audience really thinks. Try it out, and see your reach grow.