Recent research conducted by Verizon Business and Morning Consult highlights the significant role social media continues to play in the marketing strategies of small and medium-sized businesses (SMBs). Despite ongoing challenges related to content creation and keeping up with social media trends, most SMBs still view these platforms as vital to driving business growth.
The findings come from the sixth annual Small Business Outlook Survey conducted in March 2025, which gathered insights from decision-makers at 600 SMBs, defined as companies with fewer than 500 employees. According to the study, more than three-quarters of these businesses reported that social media has a positive impact on their overall performance.
Facebook remains the dominant platform, with 82% of respondents using it to promote products and engage with customers. Other popular platforms include Instagram (71%), YouTube (69%), and TikTok (58%). Notably, 40% of SMBs utilize social media storefronts to sell products directly to consumers. Additionally, nearly three-quarters (73%) of those surveyed plan to expand their presence to new social media platforms within the next year.
The increased reliance on social media has led to a growing demand for content. Over 60% of SMB leaders have either started creating content or increased their investment in content development over the past year. Furthermore, 71% of these businesses have dedicated internal teams or employees responsible for social media content creation.
However, meeting the continuous demand for fresh and engaging content remains a challenge. More than half (54%) of respondents find it difficult to maintain content freshness and keep pace with evolving social media trends across multiple channels.
To address these challenges, many SMBs are turning to artificial intelligence (AI) for support. The survey reveals that 28% of SMBs currently use AI tools for marketing and social media tasks, while 24% employ technology-assisted written communication. In total, 71% of respondents either use or are considering AI adoption for marketing and social media activities. Other areas where AI is being utilized or considered include inventory management (69%), data management (68%), product or service recommendations (68%), and customer service (68%).
This research underscores the enduring importance of social media in SMB marketing strategies over the past two decades. By leveraging social platforms, SMBs aim to attract new customers, enhance engagement, and increase online traffic despite the challenges inherent in content creation and trend adaptation.
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