Percentage of American Businesses Using Social Media
Approximately 96% of small businesses in the U.S. use social media as part of their marketing strategy
. This high adoption rate reflects how integral social media has become for business operations.
Purposes for Using Social Media by American Businesses
American businesses primarily use social media for the following purposes:
- Brand Visibility: 83% of businesses consider brand visibility the leading benefit of social media
. Social platforms help companies increase awareness and recognition.
- Marketing and Advertising: Around 86% of marketers use Facebook, 79% use Instagram, and 65% use LinkedIn for marketing purposes
. These platforms are key channels for reaching target audiences.
- Customer Engagement and Connection: Social media is used to build trust and engage with customers, helping businesses connect more personally with their audience
- Social Commerce: Social media drives e-commerce sales, with U.S. social commerce sales expected to surpass $90 billion in 2025, indicating businesses use these platforms to directly sell products
- Video Marketing: 91% of businesses use video as a marketing tool on social media, leveraging the high engagement of video content to influence consumers
- B2B Marketing: LinkedIn is the most popular platform for B2B marketers, with 86% of B2B marketers using it and 70% confident in its ROI
- Influencer Marketing: Influencer campaigns are a major strategy, with U.S. influencer marketing ad spending projected to reach $6.24 billion in 2025
In summary, nearly all small businesses in America use social media mainly for marketing, brand visibility, customer engagement, social commerce, and influencer marketing, with specific platform preferences depending on their audience and business type
