Small business marketing
Social media for
small business.
Most Australians are on social media: 21.0 million user identities, with Facebook ads reaching 17.7 million and Instagram 15.2 million. People use it to find and compare products, but search still comes first: IAB Australia found 68% of online shoppers use social media to discover, research or compare products, against 92% using search engines or online stores. So use social to be remembered and to reach people near you, and keep it simple.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.Where
people are.
DataReportal's 2026 Australia report counts 21.0 million social media user identities, about 77.7% of the population. Identities aren't unique people, but the reach figures are a useful guide: Facebook ads 17.7 million, Instagram 15.2 million, YouTube 21.0 million (data from late 2025, and ad reach isn't the same as active users).
Younger shoppers lean on social more: in IAB Australia's research, 88% of 18 to 39 year olds used it to find or compare products. If that's your customer, social deserves more of the budget.
Post, boost
or run an ad?
Posting is free and reaches some followers. Boosting pushes a post to more people with a few clicks. A proper ad, set up in Ads Manager, gives you more control over the goal, the audience and tracking bookings. Use each for what it's good at.
Post or boost?
Post it, boost it,
or run an ad?
Tell it what you're promoting and who should see it. It suggests the simplest option that fits. These are rules of thumb, not platform rules.
Do this
Creators and
the #ad rule.
The AANA Code of Ethics says advertising must be clearly distinguishable as advertising. Labels like '#ad' or 'Paid Partnership' work. 'Gifted', '#sp' or 'Spon' may not be enough.
The ACCC watches this too. Its 2023 sweep of influencers found 81% of 118 had posts raising concerns. If you give a local creator free products, agree up front how the post will be labelled.
What to
actually post.
Keep a simple routine you can sustain: one or two posts a week, made in one sitting, scheduled ahead. Check the reviews page before using customer quotes in posts.
- The work itself: before and after, behind the scenes, a dish being made, a job finished.
- People: the team, regulars (with permission), suppliers you use.
- Useful tips from what you know, in a sentence or a short video.
- Offers and events, sparingly, with the terms clear.
- Replies to common questions, so the same answer works for everyone who wonders.
What I see most often
What I see
most often.
- 1
Posting every day, then stopping
A burst of daily posts for a month, then nothing for six.
- 2
Boosting everything
Every post boosted for a few dollars, with no goal and no targeting.
- 3
Ads with no tracking
Ads running with no way to tell if they brought a customer.
- 4
Unlabelled creator posts
Free products to local creators, with no '#ad' on the posts.
The honest bit. Social media won't replace being findable on Google. For most local businesses, the Google profile and reviews come first, and social builds on them.
Questions
people ask.
Which social media is best for small business in Australia?
Usually Facebook and Instagram, which reach most Australians through ads and suit local targeting. Pick the one your customers use, and do it well.
Is boosting a post worth it?
For reaching nearby people with an offer, often yes. For bookings or enquiries, a proper ad in Ads Manager gives you more control.
Do I have to say #ad in Australia?
Paid or gifted content must be clearly distinguishable as advertising. '#ad' or 'Paid Partnership' works.
How often should a small business post?
Often enough to stay consistent. Once or twice a week, kept up all year, beats daily posting for a month.
Related
Keep
going.
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