Social Media 101

Starting With the Basics

Social media can feel overwhelming, but if you're running a small business, it’s a game-changer. Between TikTok, Instagram, and YouTube, you have three powerhouse platforms that can drive brand awareness and sales—if you use them right.

Not sure where to start? Let’s break it down into simple, actionable steps that won’t eat up all your time.

Step 1: Know Your Audience

Before posting anything, figure out who you’re trying to reach. Each platform attracts a slightly different audience:

• TikTok skews younger and thrives on quick, engaging, and sometimes ridiculous content.

• Instagram is perfect for visually appealing posts, behind-the-scenes moments, and brand storytelling.

• YouTube is the king of long-form content and tutorials.

Understanding your audience helps you create content that resonates and keeps people coming back.

Step 2: Pick Your Platform(s)

If you're short on time, start with the platform where your ideal customer hangs out most. But if you want maximum reach, repurpose your content:

• Shoot a quick TikTok video, then repost it as a Reel on Instagram.

• Turn that same content into a YouTube Short.

• If you have a longer version of the video, post it as a full-length YouTube video.

This way, you're everywhere without doing triple the work.

Step 3: Create Content That Works

People don’t want to be sold to—they want to be entertained, educated, or inspired. Here are some content ideas that work:

Behind-the-scenes: Show how your business operates.

How-to videos: Share quick tips or tutorials.

Customer testimonials: Let happy customers sell for you.

Trends and challenges: Hop on trending sounds or formats.

Step 4: Keep It Simple & Consistent

You don’t need to post ten times a day. Pick a schedule you can maintain—maybe three times a week—and stick to it. Use a scheduling tool if needed, but consistency is key.

Step 5: Engage, Engage, Engage

Posting is only half the battle. If people comment, respond! Ask questions in your captions. Engage with other businesses and potential customers. Social media is a two-way street.

Step 6: Track What’s Working

Each platform has built-in analytics—use them! If a video flops, tweak your approach. If something works, double down. Over time, you’ll see what resonates with your audience and refine your strategy.

Step 7: Get Professional Help If Needed

If managing social media feels overwhelming, you don’t have to do it alone. Some professionals can help:

Social Media Consultants: They provide strategy, content planning, and coaching.

Social Media Management Agencies: They handle content creation, posting, engagement, and ad management.

Influencer Marketing Agencies: They connect you with influencers who align with your brand for promotions and collaborations.

Video Production Companies: If you want high-quality videos, they can shoot, edit, and optimize your content.

Hiring help can save time and ensure your social media efforts actually drive results.

Take Away: Starting a social media campaign doesn’t have to be complicated. Keep it fun, stay consistent, and don’t overthink it. Recruit someone from your office with personal experience to steer the process. The more you experiment, the better you’ll get. Now go make some content!