The social media landscape is more crowded — and more fragmented — than ever before. Small business owners aren’t just choosing between Facebook, Instagram, and LinkedIn anymore. Now there’s also Threads, Bluesky, Lemon8, Mastodon, and dozens of niche communities gaining traction.

So what’s worth your time? Should you be posting on newer platforms? And how often should you be posting at all?

In this article, we’ll break down a simple, modern social strategy for small businesses — one that’s realistic, effective, and built to scale with your bandwidth.

The Reality: You Don’t Need to Be Everywhere

Many small business owners feel pressure to show up on every platform. But spreading your efforts too thin leads to weak performance across the board. You’ll burn out, and your audience won’t stick around if your content feels inconsistent or uninspired.

What matters more than being everywhere is showing up well where it counts.

Start With the Core Four

Most small businesses see the best return from these four platforms:

• Facebook: For local engagement, events, and trust signals
• Instagram: For visual branding and product/service awareness
• LinkedIn: For B2B outreach, professional services, and credibility
• Google Business Profile: Often overlooked, but critical for local search visibility

Establish consistency on these first — then consider expanding into newer or niche platforms based on your audience and bandwidth.

What About Threads, Bluesky, or Other New Platforms?

Newer platforms can offer early-mover advantages — but only if they align with your audience and goals. Most small businesses don’t need to invest heavily in them right away.

Here’s a framework to evaluate whether a new platform is worth testing:

• Audience fit: Are your buyers already there, or are they likely to be?
• Time investment: Can you post regularly without hurting your main channels?
• Unique value: Does this platform offer something your others don’t (e.g., less competition, better reach)?
• Content match: Do you have the type of content that works well there (e.g., short-form text, video, or commentary)?

If you answer “yes” to three or more of these, it may be worth testing the platform for 30-60 days with a light posting schedule.

How Often Should You Post on Social Media?

Posting frequency depends on the platform, your content quality, and your goals. Here are general starting points:

Facebook

• 1–3 posts per week
• Mix local updates, behind-the-scenes content, and links to blog posts or reviews

Instagram

• 2–4 posts per week, with Stories in between
• Focus on branded visuals, reels, before/after, or educational content

LinkedIn

• 1–2 posts per week for small teams
• Great for business milestones, thought leadership, team culture, or case studies

Google Business Profile

• 1 post per week minimum
• Highlight offers, events, or share your latest blog content

Quality always matters more than quantity. If your content is rushed or irrelevant, posting more frequently won’t help.

What to Post: Content That Actually Works

If you’re struggling to come up with ideas, here’s a proven mix to keep your feeds valuable and engaging:

• Educational: Tips, how-tos, or short explainer posts
• Promotional: Product features, special offers, or service benefits
• Trust builders: Testimonials, reviews, or behind-the-scenes
• Community: Employee spotlights, customer shoutouts, or local events

Bonus tip: Repurpose your blog content across your social platforms to extend its reach. One blog post can be turned into a series of posts, reels, or carousels.

Conclusion

You don’t need to be everywhere — just where it counts. Focus your energy on the social platforms where your audience is most active, and post consistently at a pace you can sustain.

Once you’ve built a strong foundation, consider experimenting with new platforms — but only when they align with your strategy, not out of fear of missing out.

Effective social media is about consistency, clarity, and connection — not chasing trends.