How Small Businesses Can Boost Social Media Engagement—And Why It Matters

Running a small business often means wearing a dozen hats at once. Marketing may not always take priority, but here’s the thing: if you’re not fully utilizing social media, you could be missing out on a lot of potential engagement with your customers. A recent study examined how small retailers in Tasmania, Australia are using social media to engage their audiences, and the findings offer valuable insights that any small business can apply.

The Power of Engagement: More Than Just ‘Likes’

The study showed that the type of content you post matters. Posts with visuals—like images or videos—saw significantly higher engagement compared to text-only updates. It makes sense: we’re visual creatures, and a well-placed image or a compelling video can grab attention far quicker than plain text. So, if you’re still posting text-only updates on your Facebook page or Twitter feed, it’s time to think visual.

But there’s more. While ‘likes’ are great, comments are even better. Comments reflect deeper engagement, signaling that your audience is interested enough to interact. The trick? Craft posts that encourage discussion—maybe ask a question or prompt your followers to share their experiences. It turns out that meaningful engagement often leads to more trust and brand loyalty.

Facebook Reigns, But Don’t Dismiss Instagram

Not surprisingly, the study found that Facebook drove the highest engagement in terms of comments, but Instagram led when it came to sheer volume of ‘likes.’ For small businesses, this suggests a two-pronged approach: use Facebook to foster conversations and Instagram to captivate with stunning visuals. If you’re pressed for time or resources, you might want to focus more on these two platforms rather than trying to be everywhere at once.

Timing is Everything

Wondering when to post? According to the research, the best times to capture your audience’s attention are between 10 a.m. and 4 p.m. That’s when posts receive the most ‘likes.’ The day of the week, interestingly, didn’t have much of an effect. So instead of stressing about what day to post, focus on the hours when your audience is most likely to be scrolling through their feeds.

Business or Personal?

Here’s a surprise: business-related posts received more ‘likes’ than non-business-related content. So, while it’s tempting to throw in a casual update about the weather or a cute office dog, your audience is more interested in hearing about your products, services, or behind-the-scenes of your business.

What Does This Mean for Your Business?

The takeaway is simple: small businesses don’t need to overcomplicate their social media strategy. Focus on what works—engaging visuals, well-timed posts, and creating content that sparks conversation. Even if you don’t have a large marketing budget, using these strategies can help you make a bigger impact with the resources you already have.

So, start reviewing your next social media posts—are you giving your audience something worth engaging with? Try incorporating more visuals, ask questions, and don’t forget to check back in during those key hours to watch your engagement grow.

Source: Devereux E, Grimmer L, Grimmer M. Consumer engagement on social media: Evidence from small retailers. J Consumer Behav. 2019;1–9.

Image by Pixelkult from Pixabay