Do Small Businesses Actually Need Social Media? (The Honest Answer)

If you run a small business, someone has probably told you that you need to be on Instagram, Facebook, TikTok, LinkedIn, and everywhere else. It can feel overwhelming. So let's cut through the noise and answer the question honestly — do you actually need social media, and if so, what does it really do for your business?

The numbers first

DataReportal (via Kepios) reports 5.66 billion active social media user identities worldwide as of October 2025 — that's 68.7% of the global population, growing at 4.8% year-over-year. In the U.S., that figure sits at 254 million active users, or about 73% of the total population. When you look at specific platforms, Pew Research Center found (2025 survey) that 84% of U.S. adults use YouTube, 71% use Facebook, 50% use Instagram, and 37% use TikTok. Even if a customer finds you through search, they often "double-check" you on social before calling — BrightLocal found that 34% of consumers use Instagram and 23% use TikTok as alternative local business review platforms.

So yes, you need it — but not in the way most people think

Social media isn't magic. It won't automatically bring you customers just because you have an account. But not having it at all is a problem. When a homeowner searches for a painter, landscaper, or contractor and finds nothing on social media, it raises a red flag. It makes your business look inactive or even out of business. A 2025 Intuit SMB MediaLabs report found that 75% of small businesses advertise on social platforms and the same proportion — 75% — said it's effective. Not being there at all increasingly puts you at a disadvantage.

What social media actually does for a small business

• Builds trust before someone ever contacts you — When a potential customer finds your Instagram and sees posts of real work you've done — before and afters, finished jobs, happy customers — they feel confident calling you. BrightLocal found that 88% of consumers would use a business that replies to all reviews, versus only 47% for businesses that don't respond. The same trust mechanism applies to social: visible activity, real photos, and responsiveness signal legitimacy before anyone picks up the phone.
• Keeps you top-of-mind for referrals — Many small businesses win through word-of-mouth. Social doesn't replace that — it amplifies it. When someone recommends you, the next step is usually "let me look them up," and social is one of the first places they'll check. Your followers (past customers, neighbors, local contacts) become a built-in referral audience every time you post.
• Gives you a simple portfolio without a brochure — For visual businesses — painting, landscaping, remodeling, detailing, fitness, food — a consistent stream of real before/after photos and short clips functions like a living portfolio. It shows what you do better than any written description, and it's available 24/7 for anyone doing research.

The platforms that actually matter for local service businesses

The part nobody talks about — social media has real limits

Here's the honest truth. Engagement rates have declined across every major platform. Rival IQ's 2025 benchmark data shows Facebook down 36%, Instagram down 16%, TikTok down 34%, and X down 48%. This means posting the same way you did a couple of years ago may produce weaker results — and "random posting" tends to underperform. The practical goal shouldn't be "go viral." It should be: when someone checks you out, do you look active, real, and worth contacting?

This is exactly why social media should be one part of your strategy — not your whole strategy. For local services, search and reviews still dominate. BrightLocal found Google remains the most-used website for reading online reviews (81% in their 2024 survey). Social supports that journey — it's where people confirm you're legitimate after finding you on Google — but it usually doesn't replace it.

The simplest strategy that still works in 2026

Pick one primary platform and commit. Post proof, not perfection — real job photos, before/afters, short clips, quick explanations of what you did and why it matters, light behind-the-scenes. Make it easy to contact you: your bio should clearly state what you do, where you serve, and how to get a quote. You don't need to post every day — consistency matters more than frequency. If you run paid ads, start small and be realistic: effectiveness depends on your creative, targeting, and whether your page or website converts.

The bottom line

Most small businesses don't need to be everywhere or post every day. But in 2026, the evidence is clear: if you want steady growth, you should have social media — not as your entire marketing plan, but as a consistent credibility layer that supports search, reviews, and word-of-mouth. With 5.66 billion users globally, 73% of the U.S. population on social platforms, and consumers actively using Instagram and TikTok to research local businesses, "having nothing" is increasingly a disadvantage. The winning approach is simple: pick one platform, post real proof consistently, and make it easy to contact you.