How to use social media to support small and local businesses
Small businesses face unique challenges in the world of social media marketing. This article presents expert-backed strategies for effectively promoting small businesses across various social media platforms. From creating authentic content on Instagram to leveraging YouTube for timely promotions, these insights will help small business owners maximize their social media presence.
- Create Authentic Micro-Hype on Instagram
- Leverage YouTube for Timely Service Promotion
- Engage with Fellow Businesses on Facebook
- Spotlight Customers Through Instagram Reels
- Choose Platforms Based on Target Audience
- Host AMAs on Relevant Subreddits
- Leave Detailed Reviews on Google Business
- Design Custom Snapchat Geofilters for Events
- Share Success Stories on LinkedIn
- Repost Announcements in Active Facebook Groups
- Utilize Instagram Stories and Shopping Features
- Give Personal Shoutouts on Instagram and LinkedIn
- Feature Local Businesses on Your Channels
- Tag Businesses in Problem-Solving Threads
- Highlight Craft Processes on TikTok
- Show Up as a Neighbor on Instagram
- Create Genuine Content Across Instagram Features
- Leverage Reddit for Long-Term Visibility
- Encourage User-Generated Content for Trust
- Showcase Personality Through TikTok Videos
- Post Testimonials in Local Facebook Groups
- Use WhatsApp Status for Time-Sensitive Offers
- Engage in Real-Time Dialogue on X
- Feature Businesses in Instagram Story Highlights
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Create Authentic Micro-Hype on Instagram
My favorite way to use social media for local business support is to create ‘micro-hype’: short, authentic stories or reviews on Instagram and Facebook that make the business feel like a hidden gem. A quick video or story tagging the owner and sharing why I like the place does more than any billboard ever could. It’s word-of-mouth, but turbocharged.
Patrick Carver, CEO & Founder, Constellation Marketing
Leverage YouTube for Timely Service Promotion
I’ve been consulting businesses for over 13 years, and I can confidently say that the most underrated channel right now is YouTube. It’s easy to promote, works really well, and has a big impact on AI as well. If we’re talking about a business like appliance repair or something similar, YouTube fits better than other platforms because it has a high chance of being found exactly at the moment when the customer needs the product or service.
Mykhailo Shcherbachov, CMO, Collaborator
Engage with Fellow Businesses on Facebook
We are on Facebook all the time because of the conversations and news. This is how we figure out what our fellow small businesses are doing. We absolutely engage both in real life and virtually.
Christopher Falvey, Co-Founder, Unique NOLA Tours
Spotlight Customers Through Instagram Reels
What worked best for us was putting the spotlight on our customers rather than ourselves. We began to use Instagram Reels to demonstrate BirdieBall being played at various places, such as at home, in driveways, backyards, and garages. Nothing fancy, just actual practice sessions. Our single reel of a father and daughter practice session got over 300 comments and doubled our traffic on our site within 2 days. No advertising, no influencers. Just genuine content.
We also include the geotagging tool of Instagram whenever we post. Placing tags in nearby parks, driving ranges, or shops that sell our product helps place us in the proper local view. A single Instagram post labeled at one facility in Denver resulted in a pop-up over the weekend, which resulted in us making $8,600 in sales. Most small businesses overlook how strong and powerful simple tools, such as tags, can be when utilized with genuine purpose.
Katie Breaker, Sales Director, BirdieBall
Choose Platforms Based on Target Audience
If e-commerce, use TikTok.
If B2B, use LinkedIn.
It really depends on the demographics of your target audience. If they’re not on a platform, you’re not going to make any sales, no matter how good the strategy. So it’s important to understand your target audience, so you can understand what platforms they’re likely to be on.
Sebastian Petrosi, Head of Content Marketing, CordCutters.com.au
Host AMAs on Relevant Subreddits
If I want to support a small or local business, I host an “Ask Me Anything” (AMA) session on relevant subreddits such as r/Entrepreneur or r/SmallBusiness. I have done this recently with a local bakery that wanted to increase their customer base. They had great products but lacked exposure outside their locality. Hosting an AMA allowed them to interact with entrepreneurs who had the same problems.
During the session, I answered questions regarding digital marketing strategies, especially on the concept of local SEO, and gave tips on how to take advantage of platforms such as Google My Business and Instagram in order to attract customers in the area. The bakery owners could highlight their specialties and communicate directly with people who were looking to find local businesses. As a result, they acquired more local supporters, and customers began referring them in the community.
Matt Woodley, Founder & Editor-in-Chief, InternationalMoneyTransfer.com
Leave Detailed Reviews on Google Business
As a small business owner, I know only too well how much impact a positive review has and how potential customers actually check reviews to get feedback before making their final decision. When I use a product or service from a small business or local business, I make it my mission to support them by leaving a positive review and sharing my honest feedback in detail. This helps others see the real impact it had on someone who has tried and tested their product/service.
The platform used highly depends on the product/service, but many times, leaving a Google Business review or Trustpilot review makes the most impact. It is quite common for users to search for the business, making it easy for them to find these reviews.
Neha Rathi, Founder, Nifty
Design Custom Snapchat Geofilters for Events
I use Snapchat’s Geofilters when I want to advertise a business that I am supporting. The location-based filters in Snapchat enable me to create my own content that is relatable to a particular business or occasion, and it is enjoyable and convenient to share with friends and give the business additional exposure.
Last week, for instance, I attended an anniversary event of a local jazz bar in my neighborhood where a special live jazz performance was organized. I designed a special Snapchat filter and put the logo of the bar and the information about the event on it, including the date and the time. When I applied the filter, I posted it on my story and tagged the place. The filter was intended to be used by others who were in the bar as well, so I was not the only one marketing it.
Just hours later, I could see some of my friends using the same filter, posting their experience at the event. Because of that, the anniversary of the bar received extensive local exposure. The business did not have to pay a single cent for advertising, but the filter helped them get a couple of extra customers, especially those who would not have known about the event in the first place. It turned out to be a convenient and efficient method of helping them acquire additional foot traffic on that night.
Steve Nixon, CEO & Founder, Free Jazz Lessons
Share Success Stories on LinkedIn
A great way to support a local business is by sharing its success stories. Featuring a story about the owner is an excellent method to connect with your audience. Focus on the people behind the brand, not just the products or services. Showcase their journey, the challenges they faced and how they overcame them, and the victories they achieved. Such content inspires trust, motivates, and encourages support for local businesses.
This is easy to do even through LinkedIn. For B2B-oriented businesses, LinkedIn is an ideal platform for creating a professional image. Success story posts here can be supplemented with case studies, partner and customer testimonials, and useful content that highlights the company’s expertise. This helps to establish business contacts, find new customers, and form long-term partnerships.
The same approach works for Instagram. You can even pin a story about the owner to Highlights or share interesting facts daily to familiarize your audience with the business.
Anastasia Parokha, Head of Marketing, Creative Fabrica
Repost Announcements in Active Facebook Groups
When I want to support a small or local business, I log into the Facebook groups I belong to and repost their announcements in locations where people are actively seeking things to do, purchase, or attend. This approach is far more effective than liking or sharing on my own page since these groups have active discussions and members who are willing to participate. Their announcement can be copied and pasted into a group within seconds with a brief message, yet this simple action can provide them with dozens of comments and exposure they could never achieve using their own post.
Recently, I did this for a local candle shop that had a weekend stall in a market. The initial post had five likes. When I posted it in a community group with about 4,000 members, I received more than 20 requests for directions and stall hours in the comments section. The business owner texted me that she was out of products before 2 PM. Such an outcome is not achieved through algorithms. It is a result of placing the right message in front of already primed people who care. Facebook groups can still accomplish this, provided that you know how to use them effectively.
Uku Soot, Organizational Growth Strategist, IPB Partners
Utilize Instagram Stories and Shopping Features
Instagram is by far the most effective service that allows small businesses to establish genuine relationships. The strength of Instagram Stories is what makes it stand out. They give companies a chance to present their daily offers, behind-the-scenes shots, and product drops, making them appear personal and authentic. This creates a following that believes they are on the brand’s journey.
Another game-changer is Instagram’s shopping feature. It helps customers purchase products directly from a business’s feed without switching to a browser. This makes every post a potential sale, and small businesses can easily convert engagement into income.
The main lesson to learn is the ability to remain in constant touch with your audience. With Stories and the shopping functionality, local companies can now keep themselves top-of-mind, leverage engagement, and increase their sales all on a single platform. It provides a direct path to your customers and makes the marketing process both easy and effective.
Hasan Hanif, CEO & Founder, Colour Vistas
Give Personal Shoutouts on Instagram and LinkedIn
Personal shoutouts are my most preferred method of supporting small businesses on social media. When I have had an outstanding experience with a person, a mechanic, a local supplier, or a one-man trucking business, I would post about it. I mention their page in my post, post a picture of their work, and write something sincere. It is not fancy. It is all about crediting others when due. Such a post is noticed as it is realistic, and people will rely on it more than a highly produced advertisement.
I use Instagram stories and LinkedIn most. Stories are fast and simple, and LinkedIn is efficient in flaunting diligent partners we trade with in money and equipment. I have had business owners call me and say that they got new clients just because of a mere post. It is worth it because of that. A single reference can do more than individuals imagine.
Cal Singh, Head Of Marketing & Partnerships, Equipment Finance Canada
Feature Local Businesses on Your Channels
Many businesses want to emphasize their involvement in the community, and this is why our favorite way to support local businesses is through showcasing them on our own social media channels by “featuring” them. There is an old saying that “it’s not always about you,” yet social media can seem fairly self-serving if all you ever talk about is your own business. This is why we decided to encompass more in our reach by doing local business features.
Including them in our “favorites” list, doing live feeds at their business, or even collaborating in developing and sharing content is a great way to show local businesses that you care. In addition, using Facebook’s “Recommend” feature to tag local businesses, or Nextdoor’s “Neighborhood Favorites” is also highly effective. By showcasing other businesses by “featuring” them on your social media channel posts, you can support local businesses while building goodwill.
Dana Le, Director of Marketing & Sales, 405 Cabinets & Stone
Tag Businesses in Problem-Solving Threads
Tagging small/local businesses in threads asking about the problems they solve is an effective way to support them.
Instead of directly posting about them, one of my favorite ways to support small businesses is by sharing how they helped me solve a problem and tagging them in threads where people are asking for specific recommendations for a product/service they offer.
For example, if someone is asking on LinkedIn or Reddit for a local business that generates good results for design work or fast turnaround for print-on-demand, I leave a comment that:
1. Tags the business or includes a link to their website/social media
2. Provides positive feedback or a photo of the results
3. Shares a short story of how they came through for me under pressure
This approach is a super effective way to leave positive feedback that converts potential customers.
Ari Bleemer, Co-founder & CEO, OneCrew
Highlight Craft Processes on TikTok
I like to use social media for small businesses by highlighting their craft or process, especially through video. Whether a pastry chef is glazing pastry at dawn or a designer is hand-finishing an item, exposing the effort behind the magic creates appreciation—and interest. People want to know the why and how, not just the end product.
TikTok and Instagram Reels have been especially helpful with this. They allow you to capture a moment in 15 seconds and extend well beyond your own list of followers. I’ll often shoot a quick video or time-lapse at a local business, tag them, and add a brief “You have to see this” message. It’s not advertising as much as it is storytelling. And for small businesses, that story is generally their strongest asset.
Latif Hamilton, CEO | Founder, SpiritHoods
Show Up as a Neighbor on Instagram
My favorite way to support small and local businesses on social media is honestly just showing up as a neighbor, not a brand. I use Instagram the most because it feels like a casual chat. When I stop by the local cafe or grab supplies from the family-run hardware store, I’ll snap a quick photo, tag them, and maybe even write a little note about what I love there. It’s simple, but people see that and follow through.
There’s something warm and genuine about posting a short video while sipping a coffee and saying, “Best cup in town—these folks keep me running on pool-cleaning days.” No fancy editing. Just a moment.
It’s not about selling—it’s about sharing, about community. And I think people connect with that because it feels like you’re sitting across from them, not selling to them.
Kyle Bernard, Owner, Radiance Pools
Create Genuine Content Across Instagram Features
My favorite way to help small or local businesses on social media is by creating genuine and interesting content that showcases what makes their products and services special. I think Instagram works best because it’s very visual and has features like Stories, Reels, and hashtags that encourage interaction. Stories are useful for sharing behind-the-scenes looks, special deals, and customer reviews, which help connect with viewers personally. Reels are great for short, creative videos that can display products in action or tell a brand’s story, helping to reach more people and get more engagement. Using local hashtags and location tags helps these businesses get noticed by nearby customers, increasing their local visibility. I also recommend that businesses actively engage with their followers by replying to comments and messages, which builds stronger relationships. Overall, Instagram’s visual storytelling and interactive features make it an effective way to support and help small businesses grow.
Matthew Ramirez, Founder, Rephrasely
Leverage Reddit for Long-Term Visibility
Reddit is one of the most underrated platforms for small and local businesses. It tends to rank high for long-tail keywords, and now it’s influencing AI search and LLM visibility too. It’s cheap, sustainable, and has real longevity, unlike most social content that disappears in a day.
I’ve got friends who run local businesses, and this is usually my top advice. Of course, platforms like Instagram or TikTok are great for reach, but Reddit gives you search visibility and trust at the same time. It’s especially powerful if you know how to participate without sounding promotional.
Fredo Tan, Head of Growth, Supademo
Encourage User-Generated Content for Trust
User-generated content (UGC) has been one of the most effective ways to build brand trust, whether the UGC is promoting a beloved product, showing how it works, or giving an honest review.
Even service-based businesses can benefit from UGC, especially if previous clients can record themselves talking about their outcomes from a service, their prior hesitations to convert, and/or addressing common FAQs or objections they had.
Amanda Kostro Miller, SEO Copywriter, amandacopy.com
Showcase Personality Through TikTok Videos
TikTok can be a very effective tool for small businesses, particularly when targeting Gen Z and younger millennials. With its explosive growth, it is effective in reaching an active audience. TikTok focuses on authentic and creative content, which is what makes it unique among other similar platforms. It allows small companies to show their character and gain the trust of their neighborhood.
TikTok’s short videos are particularly helpful to us. Within 15 seconds, you can present a product, make short suggestions, or give a preview of your company. Local hashtags and sounds may help you become more visible to local customers so they can find you.
TikTok’s Duet and Stitching features also offer a fantastic opportunity to interact with user-created content or react to a trend. They let brands connect to their audience on a personal level, so the content will feel more intimate and personal.
John Beaver, Founder, Desky
Post Testimonials in Local Facebook Groups
Local Facebook groups for sure. While Facebook as a platform may be decaying, there are still very active local neighborhood/community groups almost everywhere that are super useful and are a great place to get the word out about a local/small business that you like. I will often post about any great experience I have with a local/small business to help them out, as a customer testimonial is always better than the business posting about itself (and in many cases the businesses have no idea these hyper-active community groups even exist).
Colin McIntosh, Founder, Sheets AI Resume Builder
Use WhatsApp Status for Time-Sensitive Offers
I use WhatsApp Status Updates to promote small businesses. Since the update appears at the top of the WhatsApp interface, it is hard to miss. This option works well to deliver time-sensitive offers, news, or promotions to a specific group of people in an easy and personal manner. It suits businesses that need to spread the word quickly without having to depend on other platforms that have high noise and competition.
I have used it with a local restaurant offering a weekend deal of purchasing their signature menu items and receiving the second one at no cost. I shared a photo of the dishes, a short description of the offer, and sent it to my WhatsApp contacts. Some individuals noticed the update and came to the restaurant during the weekend, which directly influenced higher foot traffic and sales.
Ron Harper, Licensed Paralegal/Owner, OTD Ticket Defenders Legal Services
Engage in Real-Time Dialogue on X
X (previously Twitter) is a great option for small businesses as it can provide a special area for real-time communication. As opposed to other platforms, X thrives in speedy and open dialogue. Through polls, questions, and discussions with customers, businesses can form stronger relationships with their audience. The compactness of the platform enables regular and straightforward communication, and therefore, businesses find it convenient to share updates, respond to questions, and address concerns in real-time.
Another tool that can be exploited by small businesses is the use of hashtags. Businesses can target new audiences and people with similar interests by engaging in popular discussions or even developing their own branded hashtags. The ease of interacting with other local businesses is also facilitated through X, and this can be used to foster community relationships. This will be an indication of customer satisfaction and accessibility as customers will feel that their feedback, including positive and negative comments, is going to be responded to. Such interest will create loyalty and can distinguish a small business among others.
Mike Kruse, Criminal and DUI Lawyer, Kruse Law
Feature Businesses in Instagram Story Highlights
One of my favorite ways to support small or local businesses on social media is to feature them on Instagram Stories and tag the small businesses I love. I don’t just share their products; I make sure to talk about the people behind the business, what makes them special, and how I personally used or enjoyed the product. Stories are more low-key and authentic, and people love that genuine approach.
I find that sharing a post or reel, then saving it to a “local favorites” highlight, is particularly powerful. Followers often message me asking where to buy or how to support these businesses. I’ll even do a quick live video while I’m in a small business, highlighting what they have going on for the week.
It’s not all full-blown promotions; it’s genuine, in-the-moment support with heart. I don’t always have to mention that I own a nursery; simply participating in that small business community and paying it forward on my platform is incredibly impactful.
Tammy Sons, Founder/CEO, TN Nursery
