A Social Media Strategy That Actually Fits a Small Business

Pick one primary, one secondary

Trying to be on Instagram, TikTok, LinkedIn, Facebook, Twitter and Threads all at once is why most small businesses eventually give up. Pick one platform your customers actually use, and one you can repurpose to.

• B2B services → LinkedIn primary, Twitter/X secondary
• Trades and local services → Facebook primary, Instagram secondary
• Product businesses / hospitality → Instagram primary, TikTok secondary
• Under-30 audience, entertainment/creativity → TikTok primary, Instagram secondary

The 3-3-3 content mix

Every week: 3 pieces showing your work (before/after, finished projects, behind the scenes), 3 pieces of useful education (tips, mistakes to avoid, myths busted), 3 pieces of you — the human running the business. Face on camera. Voice.

This mix is what separates a business account from a brochure. People buy from people they've watched enough to trust.

Consistency beats brilliance

Three okay posts a week for six months beats twenty perfect posts in one month followed by silence. The algorithm rewards regularity. So do humans.

Batch your content. Sit down once a week for 90 minutes, film 5 short videos, write 5 captions, schedule them. You're done for the week.

Metrics that actually matter

Ignore follower count. It doesn't pay bills. Track: saves and shares (are people finding it useful enough to keep?), profile visits (are you getting seen?), and DMs / link clicks / booking-form entries from social (is it converting?).