Verizon and Morning Consult's research indicates that, nearly two decades in, social media remains a critical component of small- and medium-sized business (SMB) strategy. According to the research, most of these companies are using social media to offer sales and deals on products and services that will appeal to new customers or to increase customer engagement and increase online traffic. The survey queried decision makers at 600 small to midsize businesses (defined as less than 500 employees) in March 2025.
Facebook is the most popular platform, with 82 percent of respondents using the social media network to promote products and connect with customers. Forty percent are using social media "storefronts" or "shops" to sell directly to consumers. Only 71 percent of respondents were using Instagram, and 69 percent were using YouTube. More than half (58 percent) of the SMBs are on TikTok. Nearly three-quarters (73 percent) said they plan to expand their presence to other social media platforms over the next year.
Unsurprisingly, the reliance on social media has increased content needs. More than 60 percent of SMB decision-makers either began creating content or increased their investment in content creation over the last year. Seventy-one percent have an in-house department or have staff dedicated to creating content for social media.
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