The social media landscape has completely changed. What worked six weeks ago is different from what works now, but one thing remains constant: social media marketing is free, and it’s one of the greatest opportunities for small businesses in history.
I’ve spent years analyzing marketing strategies, and I’m convinced that Gary Vaynerchuk (GaryVee) is right when he says that marketing is offense, and everything else is defense. Even sales becomes vulnerable when you’re at the mercy of your salespeople. Building brand awareness through content creation lets customers come to you.
The Shift to Interest Media
We’re no longer in social media—we’re in interest media. The algorithms, driven by AI, have changed how content reaches audiences. You now see content based on your interests, not just from accounts you follow.
This creates a massive opportunity for businesses. The technology is so advanced that AI algorithms understand what you’re posting about and put it in front of people who might be interested in it.
Many business owners have tried social media marketing and decided it doesn’t work. But that’s not true. What’s true is they haven’t found how to be good at it yet.
Platform-Specific Opportunities
For B2B companies, LinkedIn is acting like Facebook did in 2012—tons of attention with few people crushing it. I believe every B2B company should post video and picture content on LinkedIn daily. This might sound crazy if you’ve never posted before, but the potential return is enormous.
For B2C companies, TikTok is even more powerful. I’ve watched countless businesses—from t-shirt companies to vitamin drinks to deodorants—double, triple, or quadruple their business from a single viral post.
- LinkedIn requires consistency—multiple posts over time to build momentum
- TikTok can deliver explosive results with just one well-crafted post
- Instagram, Facebook, and YouTube Shorts should all be part of your strategy
- For B2C companies, aim for 10 pieces of content daily across platforms
The beauty of today’s social media environment is that you don’t need a large following to succeed. The algorithms will find the right audience for your content if it provides value.
The Human Side of Business Growth
While marketing drives growth, there’s another crucial element to scaling your business: your people. In my experience analyzing successful companies, I’ve noticed that the fastest-growing businesses invest heavily in their team.
When I look at businesses that successfully scale from $1-10 million to $50 million and beyond, they all prioritize two things:
- Effective marketing that outflanks competitors
- Genuine investment in employee relationships
Most small business owners spend too much time in the middle—neither driving explosive growth nor building deep employee relationships. The most successful leaders spend over 50% of their time with employees, not customers.
This approach creates a family business rather than just a business. When you build a family business, you improve retention. And when you keep the right people around longer, your business grows bigger.
Creating Content That Works
If you’re wondering what to post about, here’s a simple strategy: ask questions. Use your content to gain customer insights. Ask what they want, what problems they face, what solutions they need.
Remember that whoever provides the most value for free wins in social media. Don’t sell in every piece of content. Think of yourself as a provider of value first, and a seller second.
This is a game of volume and persistence. Don’t get discouraged when 93 posts in a row do nothing. Listen to comments, adapt your approach, and keep testing.
The Future Is Coming Fast
While social media marketing is essential now, technology continues to evolve rapidly. AI is transforming how people search for information, with many now using ChatGPT or Perplexity instead of Google. This shift will impact traditional marketing channels like Google Ads.
Social norms around technology also change quickly. Remember when online dating was taboo? Now it’s the norm. The businesses that adapt fastest to technological changes will thrive.
The current opportunity in social media marketing is unprecedented because it’s free. Future marketing channels will likely cost money, just as previous ones did.
The time to act is now. The primary thing you do for a living isn’t what you think—it’s making content for social networks. Start today, be consistent, provide value, and watch your business grow.