For years, social media was the heart of digital marketing. A Facebook page or Instagram profile could reliably connect small businesses with their community. Post often enough, and customers would see it. Build a following, and growth would follow.
But those days are behind us.
Social Feeds Have Changed
Social platforms aren’t community hubs in the way they once were. They’ve become entertainment streams, driven by algorithms that reward attention more than connection.
Meta’s own data shows people spend less time engaging with friends’ posts on Facebook and Instagram. X (formerly Twitter) has seen its user base shrink. And Gen Z is openly cutting back on their time online, with many saying social media hurts their mental health.
For small businesses, this means one thing: you can’t rely on social media as your only strategy.
Social Still Matters—It Just Can’t Stand Alone
Here’s the nuance: social isn’t irrelevant. It’s still where customers discover new businesses, check reviews, and engage with brands they already like.
The key difference now is that social media should be part of a mix, not the entire mix. Consistency on platforms like Instagram, Facebook, and LinkedIn still builds credibility and awareness. But if all your marketing effort lives in rented spaces, the algorithm—not your business—decides who sees you.
The SMB Playbook: Pair Social With Owned Channels
Small and mid-sized businesses don’t need enterprise-sized omnichannel budgets. They just need to own a few key touchpoints that work alongside their social presence.
Here’s where to invest:
- Email Marketing
Still the highest ROI channel for SMBs. A healthy list gives you direct, algorithm-free access to your audience. - Loyalty Programs
Reward repeat customers and turn one-time buyers into regulars. - Community Spaces
Newsletters, private groups, or local events create trust and relationships beyond the scroll. - Content That Lasts
Blogs and resources on your website not only help with SEO but also keep generating value long after the post date.
Balance Is the Future
The lesson isn’t to abandon social media—it’s to put it in its place. Social is great for visibility, discovery, and conversation. Owned channels are great for control, data, and durability.
Together, they create a balanced marketing foundation that small businesses can actually sustain.
The social era isn’t over—it’s simply evolving. The businesses that will thrive are those that mix consistency on social with owned strategies that keep them connected, no matter how algorithms change.
