3 Reasons Social Media Matters for Your Business

Updated April 2025

Still not sure if social media is worth your time? If you're a small or medium-sized business owner, it's easy to feel like social media isn’t a priority. But the reality is your customers are online, and they expect you to be there, too.

Social media is no longer just a place to scroll through photos or share funny videos. It’s a space where people discover new businesses, read reviews, and decide who to trust. If you're not part of that conversation, you're missing out.

Let’s break down why your business needs social media, and how it can help you connect with more customers, grow your brand, and generate long-term success.

Reason #1: Your Customers Are Already on Social Media

Nearly everyone spends time on social media. According to data from Global WebIndex (GWI), more than half of the world’s population (63.9%) uses social media. This amounts to more than 5 billion people worldwide.

Here are some more eye-opening social media statistics:

• The average user spends close to 2.5 hours a day on social media, or about one-third of their total time online.
• About 253 million Americans use social media, or approximately 73% of the total U.S. population
• YouTube is the most popular social media site, with 83% of U.S. adults having used it, followed by Facebook (68%), and Instagram (47%)

Your customers are already scrolling through apps like Facebook, Instagram, and LinkedIn. And if your business isn’t showing up in their feeds, someone else’s is.

According to recent research, more than 93% of businesses use social media. In the U.S., about 77% of small businesses use social media for marketing, sales, and customer communication/service.

A strong presence on social platforms gives you a chance to:

• Increase visibility for your business
• Stay top of mind with potential customers
• Share helpful, engaging content
• Stand out from local competitors

Remember, the reason why your business needs social media often comes down to one simple fact: attention. If you want to stay relevant, you need to be where your audience is.

Reason #2: Social Media Helps You Reach the Right People

One of the biggest benefits of social media is how specific you can get with your audience.

Social media lets you target potential customers based on things like:

• Age, gender, education, and other demographics
• Location, including zip codes or a radius around your business
• Hobbies, interests, and lifestyle choices
• Online behaviors, such as purchase history or device usage

Platforms like Facebook also let you upload contact lists and create "Lookalike Audiences." This is a great way to find new customers who are similar to the ones you already have.

It’s not just about reaching more people; it’s about reaching the right people. With social media, you can make your business more visible to the people who are most likely to become actual paying customers.

Reason #3: With Social Media, You Build Real Connections

People go to social media to connect, learn, and share. And when your business shows up with helpful, relevant content, you create opportunities to engage with your audience in a meaningful way.

Social media lets your business:

• Start conversations with potential customers
• Build trust and credibility
• Increase loyalty and repeat business
• Communicate directly with your audience

The best way to build connections through social media is to simply engage. Be responsive! Reply to comments, answer questions quickly, and treat your online presence like a real customer service channel. Being slow to respond—or not responding at all—could cost you a sale.

How to Use Social Media to Market Your Business: Start Small & Stay Consistent

Marketing your business through social media doesn’t have to be overly time-consuming. Start by thinking about how you want people to feel when they see your business online. Do you want to position yourself as a friendly and helpful expert? Are you looking to build trust in your services?

Once you’ve clearly defined your goal, ask yourself:

• Who are my ideal customers?
• What platforms do they use?
• What kind of content will they find useful or interesting?

As you post more, pay attention to what works. Are videos getting more likes than photos? Do certain topics lead to more comments or shares? Use that feedback to shape your future posts.

Remember: success on social media isn’t about having the most followers. It’s about building meaningful engagement with your audience.

Need a Hand? Scorpion Is Here to Help!

If you're not sure where to start or how to keep up with your social media efforts, you're not alone. Scorpion can help you bring all your social channels into one place and guide you with strategies that actually work.

Let’s get your business seen online. Contact us today to learn how we can support your business’s social media goals.