Which Social Media Platform is the Least Helpful for Small Business Owners?

According to a recent survey by the National Small Business Association (NSBA), small business owners are split in their social media usage. While LinkedIn and Facebook remain popular, significant insights into the least helpful social media channels are unearthed.

Overview of Small Business Social Media Usage

The NSBA survey indicates that at least half of small business owners rely on LinkedIn and Facebook for their social media strategies. Moreover, the overall usage numbers have been on the rise, suggesting a growing preference for these platforms among the business community.

However, the survey also reveals that 27% of business owners currently do not use social media, a 53% decrease from three years ago. This shift in behavior hints at a potential decline in the perceived value of certain social media platforms for small businesses.

Least Used Social Media Channels by Small Business Owners

The graphic below shows the channels or social media platforms that are least utilized by small business owners. According to the NSBA survey, Instagram is the least used among the popular options.

Instagram: The Least Helpful Social Media Platform

Instagram, a photo-sharing platform known for its vibrant and visually appealing content, has emerged as the least useful for small business owners. This isn't necessarily a criticism of Instagram itself, but rather a reflection on how the platform is currently being leveraged by businesses.

Small business owners perceive Instagram as a channel mainly used by users to showcase a forced happiness in their lives, often posting about vacations and celebrations. The constant stream of joyful and perfect moments can create a sense of melancholy and envy, rather than inspiration and engagement.

Many business owners feel that the platforms reflects an unrealistic and curated version of life, which might not align with the more somber realities faced by small business owners. Instead of providing tangible value, such as customer engagement or lead generation, Instagram can sometimes come across as a place where users belittle their own achievements.

Leveraging Instagram for Small Businesses

Despite its current perception, there are strategies that small businesses can adopt to make Instagram more valuable. Here are a few tips:

Authentic Content: Share behind-the-scenes content, employee snapshots, and product tutorials to provide an authentic and relatable image of your business. Engagement: Encourage user-generated content and respond to comments and messages to build a community around your brand. Advertising: Utilize Instagram ads to reach a broader audience and achieve specific marketing goals. Hashtags: Use relevant hashtags to increase your reach and make your content more discoverable.

Conclusion

The landscape of social media is ever-evolving, and what works today might not be as effective tomorrow. LinkedIn and Facebook, though popular, present unique challenges for small businesses. Instagram, when used appropriately, can offer significant benefits, such as building a loyal community and generating leads. It's crucial for small business owners to continuously evaluate and adapt their social media strategies to stay relevant and competitive.

By understanding the perceptions and challenges surrounding different social media platforms, small businesses can make informed decisions and create a meaningful social media presence that aligns with their goals.