SMB Data Point of the Week: Social Media is the Top Promotional Tool for SMBs

Social Media Continues To Grow In Importance Among SMBs (LCM 19) 680×680 For Blog

Social Media is the top marketing channel for SMBs once again. In Wave 19 (2015) of Local Commerce Monitor (LCM), our survey of small and medium businesses, 73.2% of SMBs in the full sample reported that they use social media to promote their businesses.

Facebook Pages continue to dominate social media usage, but there are several other rising stars:

  • Facebook Page: 57.4% in 2015, up from 53% in 2014
  • Twitter (regular tweets): 20.9% in 2015, up from 18.3% in 2014
  • Pinterest: 13.8% in 2015, up from 10.1% in 2014
  • Instagram: 11.5% in 2015, up from 8.1% in 2014

SMBs in the Core Sample, the smallest SMBs in our survey, are planning to put 21.1% of the advertising budget towards social media. The larger SMBs, known as Plus Spenders, are planning to put 17.8% of their advertising budget towards social media.

BIA/Kelsey just released a press release and an infographic (below) on this topic.

SMBs-Reveal-Promotion-via-Social-Media-as-High-Priority-Wave-19-UPDATE-(LCM)

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BIA/Kelsey’s LCM, Wave 18 reports can be viewed and downloaded by clients here, or purchased a la carte in the new BIA/Kelsey eStore. Wave 19 reports coming soon.

SMBs in the Core Sample spend less than $25,000 annually on advertising and promotion. Plus Spender SMBs spend a minimum of $25,000 annually on advertising and promotion. The full sample is composed of both core and plus spender SMBs.

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