SMBs: Are You Using Facebook's Promoted Posts? - eMarketer

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SMBs: Are You Using Facebook's Promoted Posts?

One-fifth of small and medium-sized businesses have used a Facebook ad or Promoted Post

October 6, 2014

Small and medium-sized businesses (SMBs) have said it before: Social works, and as a result, they’re increasing marketing spending and time invested in the tactic. Based on a July 2014 study by BIA/Kelsey, Facebook is benefiting from both.

US Small- and Medium-Sized Businesses (SMBs) Who Have Used a Facebook Ad or Promoted Post, July 2014 (% of respondents)

Despite impressive usage for platforms such as LinkedIn, Pinterest, Instagram and Twitter’s Promoted Tweets, Facebook ruled the social space, with 55.1% of SMBs saying they had a page on the social network specifically for their business. Though this only included unpaid pages, BIA/Kelsey found that 20% of respondents had used a Facebook ad or Promoted Post—one place they were funneling social money to. Though one-fifth may seem like a small percentage, with SMBs reporting high usage and great success, that share will likely increase in the coming years.

Ways in Which US Small-Business Owners Use Social Networks for Business Purposes, July 2014 (% of respondents)

So, what are SMBs doing as part of their increased social media efforts? According to a July 2014 study by Gallup and Wells Fargo, connecting with consumers was the top way US small-business owners used social networks for business purposes. Marketing or promoting businesses and products as well as building an online reputation were also popular activities, each cited by 72%. Advertising trailed close behind, with nearly 70% of respondents saying this was a use case for social media.

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