Bredin Report: The Social Media Platforms SMBs Use to Promote Themselves

We recently surveyed 500 SMB principals on the social media they use to promote their business. We wanted to know which they use, which they find most effective, and where they plan to increase spending the most this year.

Facebook is the most effective of the social media platforms surveyed for very small businesses (VSBs, with fewer than 20 employees) and small businesses (SBs, with 20-99 employees). YouTube is second for VSBs; for SBs, it’s LinkedIn.

Midsized businesses (MBs, with 100-500 employees) rank Instagram first in effectiveness, followed by Facebook. YouTube is in the top three for all three size groups.

Social Media Effectiveness for SMB Promotion

SBs plan to increase their promotional spending the most on Facebook this year, which is not surprising given that it is their top-performing social media app. Thirty-four percent of VSBs plan to significantly or somewhat increase spending on Facebook this year. After Facebook, they will increase spending the most on Instagram and YouTube.

SBs and MBs, however, will increase promotional spending the most on YouTube, even though it is currently their third-best performing tactic. After YouTube, SBs will increase spending the most on X (formerly Twitter) and Threads; MBs, Threads, X and Reddit.

2024 SMB Social Media Spending PlansAre you looking for deeper insight into your target SMB?
Bredin’s global research gives you in-depth, actionable insights to improve your go-to-market, product, pricing, UX, and other strategies. We also generate uniquely valuable data for high-impact content, PR, social, and sales support programs.

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About Bredin

Bredin was founded in 1991 by America's foremost small business expert, author and syndicated columnist Alice Bredin. From its beginning, Bredin was designed to be a breed apart: 50% research consultancy, 50% creative agency, 100% focused on SMB. Based in Somerville, Mass., Bredin helps Fortune 500 companies understand, reach and retain SMB customers through timely, targeted research and award-winning marketing programs.