Small business owners realize that social media is a critical component for marketing their store, yet few can keep pace with the constant changes. Respondents to Verizon’s 2025 State of Small Business Report admit that they struggle to prioritize social media and consistently produce quality content for their stores. While retailers recognize that their marketing efforts require attention, the daily responsibilities of operating a business take precedence. Despite the challenges, owners who are committed to using social media believe the platforms help their business.

• Fifty-six percent have difficulty prioritizing social media channels
• Fifty-four percent struggle to produce enough content
• Seventy-six percent think social media has a positive impact on their business
• Seventy-three percent plan to expand their presence on media channels

How Owners Use Social Media Platforms
The primary reasons retailers use social media are to sell products and services to new customers and to increase customer engagement online. While physical stores open and close at specific times, online shopping happens 24/7. It is essential to develop an omnichannel strategy that connects both operations to leverage customer outreach. Although some owners have embraced social media marketing, others are still exploring their options. Operators realize it takes commitment to present a professional image in a competitive marketplace.

• Fifty-two percent of respondents are offering sales or deals online
• Fifty-two percent use social media to drive customer engagement and online traffic
• Forty percent allow consumers to buy directly by creating “storefronts” or shops

The Most Popular Platforms for E-commerce
People want to stay connected, so the influence of social media on our lives continues to grow. Whereas marketers choose to engage with target audiences on nearly a dozen platforms, small to medium-sized businesses tend to stick with a few of the most popular channels. More than 4 in 5 respondents cited Facebook as their top choice for promoting products and engaging with customers. Instagram and YouTube are virtually tied for second place. A significant percentage of businesses increased their social media usage from the prior year. However, 15 percent to 50 percent of participants have never used Facebook or any of the other platforms.

• Facebook 82 percent total usage (up two points)
• Instagram, 71 percent total usage up four points)
• YouTube, 70 percent total usage (up 6 points)
• LinkedIn, 63 percent total usage (down one point)
• TikTok, 58 percent total usage (up one point)

Responsibilities for Content Creation
Creating content for social media can include developing marketing promotions, videos, podcasts, and reels. More than three in five survey participants have recently begun creating content or are investing more in the process than they did in previous years. Yet, more than half of the respondents are having difficulties producing enough content and keeping it current. Many businesses create their content, while others may hire freelance consultants or external vendors. For some operations (20 percent), content creation is a new development. Other companies (40 percent) create their content and are expanding their usage.

• Full-time staff create podcasts and video content (38 percent)
• In-house department creates podcasts and video content (33 percent)
• Staff have other responsibilities, but are also responsible for creating content (25 percent)
• Businesses do not create content but plan to do so in the future (11 percent)
• Business does not create content and has no plans to do so in the future (8 percent)
• External vendors develop podcasts or video content (4 percent)

Small businesses aim to strike the ideal balance between producing sufficient relevant content and managing the organization’s core functions. Sixty-nine percent of owners think they are dedicating enough resources to social media. However, over fifty percent say that incorporating new trends and keeping the platforms fresh and appealing is challenging. Every organization that engages in social media must develop a strategy or playbook to achieve optimum results.