What Small Business Owners Need to Know About Social Media Marketing
Clayton Pantano • February 17, 2025
Stick around for a few while I talk about what we've built at Entrust Marketing and how we've become a leading digital marketing agency in Tacoma (and all around Puget Sound.)21 Million Social Media Posts Analyzed: What Small Business Owners Need to Know About Social Media Marketing
Most small business owners don’t have the time (or patience) to sit down and analyze 21 million social media posts. But last night, I did.
Metricool released a 96-page deep dive into what’s actually working in social media marketing, and after sifting through the data, one thing is clear:
Most businesses are playing the social media game all wrong.
The good news? The patterns are clear. If you understand the data, you can leverage these insights to refine your social media management strategy, grow your audience, and avoid wasting time on content that doesn’t work.
After taking extensive notes, here’s what you, as a business owner, need to know to stay ahead in 2025.
1. Organic Facebook Reach Is Fading (Unless You Pay to Play)
Facebook’s organic reach dropped by 41% in 2024, while ad prioritization has skyrocketed. What does this mean for your social media marketing strategy?
If you’re relying on organic Facebook posts to drive growth, you’re in for a tough time. While Facebook remains valuable for paid advertising and website traffic, organic posts alone won’t deliver significant business results.
Takeaway: If Facebook is a key part of your strategy, lean into ads. Otherwise, don’t make it your primary organic growth platform.
2. Instagram Reels Took a Hit, but They’re Still Essential
Instagram saw a 21% increase in overall post reach, but Reels reach dropped by 20%—a signal that the platform is prioritizing a more balanced content mix.
The best social media management approach for Instagram in 2025?
- Use Reels for audience growth – They’re still powerful but shouldn’t be your only focus.
- Carousels & Photos for engagement – High-quality, valuable posts are being rewarded.
- Stories for conversions – Personalized interactions help build trust
Takeaway: Stop relying solely on Reels and diversify your Instagram content strategy.
3. LinkedIn Is a Goldmine for Organic Growth
Engagement on LinkedIn has skyrocketed by 99%, while posting frequency has dropped 25%. This means fewer people are posting, but those who do are seeing massive engagement.
If you’re in B2B or professional services, LinkedIn should be a priority in your social media marketing efforts.
Takeaway: Start posting on LinkedIn. It’s one of the easiest platforms for organic engagement right now.
4. TikTok: A Growth Powerhouse (For the Right Businesses)
TikTok saw an 84% increase in plays compared to Instagram, and post reach increased by 70% in 2024. The platform remains one of the best for organic reach, but it isn’t right for everyone.
If your business benefits from video content—such as personal brands, coaching, or visually engaging industries—TikTok can be a game-changer. However, B2B brands may find better opportunities elsewhere.
Takeaway: If TikTok aligns with your brand, test it. Its discoverability is unmatched for the right industries.
5. YouTube: The Best Long-Term Social Media Platform
The data is clear: YouTube leads in impressions per follower, interactions per follower, and sustained audience growth.
Unlike other platforms, where posts fade within hours or days, YouTube videos have years-long visibility through search. Even small accounts can gain traction over time.
Takeaway: If long-term brand visibility is a goal, invest in YouTube. It’s the best social media platform for sustainable growth.
6. The Social Media Funnel: How to Use This Data Effectively
Each platform serves a different purpose, and smart social media management requires using them accordingly. Here’s the ideal breakdown:
Top of Funnel: Maximize Reach and Discoverability
- YouTube (Search-based longevity)
- Instagram Reels (Short-form visibility)
- TikTok (Algorithmic discoverability)
- LinkedIn (High-value engagement)
Middle of Funnel: Build Engagement and Relationships
- LinkedIn (B2B credibility and thought leadership)
- TikTok (Community building through comments and duets)
- Facebook (Retargeting and group interactions)
- YouTube (Long-form content for deeper engagement)
Bottom of Funnel: Convert Traffic into Sales
- Pinterest (Search-driven product discovery)
- LinkedIn (B2B lead generation)
- Facebook Ads (Highly targeted conversions)
- X (Twitter) (Potential, but less reliable)
Takeaway: Stop expecting one platform to do everything. Build a multi-platform social media strategy that aligns with each platform’s strengths.
Key Takeaways: What This Means for Small Business Owners
If you only remember a few things from this post, make it these:
✔ Facebook’s organic reach is fading – Use ads or focus elsewhere.
✔ Instagram requires a balanced strategy – Reels aren’t everything.
✔ LinkedIn has massive organic potential – Now’s the time to get active.
✔ TikTok is great for discoverability – But not for every business.
✔ YouTube is still the best long-term platform – Content here works for years.
If you want social media marketing to actually work for your business, play the right game. The businesses winning in 2025 aren’t posting more—they’re posting smarter.
So, ask yourself:
Are you spending time on platforms that won’t serve your goals?
Are you using each platform the way it’s meant to be used?
If you’re ready to optimize your social media management strategy and make smarter marketing moves, let’s talk. At Entrust Marketing, we help businesses build real, sustainable growth—without the guesswork.
Interested in working with an agency?
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