If you’re trying to grow a business, get your work out there, or build a community around something you really care about, social media can be one of your most powerful tools. Whether you’re posting from your kitchen table or managing a side hustle after work, social media marketing can help you reach the right people in a way that feels organic and real.
At Remitly, we understand how important it is to feel connected, especially when you’re starting your venture in a new country or community. That’s why this guide breaks down social media marketing in simple and practical terms.
Social media marketing is basically using the apps you already spend time on, like Instagram, TikTok, Facebook, and LinkedIn, to share what you do and connect with the people who actually care about it. Whether you’re running a small business, building a personal brand, or just starting out with an idea, social media marketing is all about showing up online with intention.
If you’ve ever wondered what a social media marketer does, it’s exactly this: they help brands and creators show up with purpose, build trust, and grow their audience through quality content and connections. Think of your social media presence like a cozy, open-door café. You set the tone, invite people in, and create space for conversations, learning, or support.
Building a brand or growing a business used to mean spending tons on ads, printing flyers, or hoping someone walked past your storefront. Now, you’ve got an entire audience in your pocket.
It’s easy to start, even with limited resources
For beginners and solo creators, social media gives you an accessible way to get in front of real people, share what you’re all about, and start building something that lasts.
You don’t need a storefront, a fancy setup, or even a website—just your phone, an internet connection, and something to say. That alone makes it an incredible starting point for anyone looking to build a business.
It’s built for connection, not just promotion
Showing up online is often the first step toward building trust, and trust is what turns viewers into customers, and customers into a community. Social media marketing invites actual connection. It’s where people can see your process, hear your story, and engage with what you believe in.
It helps you shape your brand identity
Your social media pages are often the first place people go when they want to know who you are and what you stand for. Are you consistent? Are you relatable? Do you care about what you’re offering? That first scroll is your digital first impression.
With every post, story, and reply, you’re building loyalty, showing consistency, and giving people a reason to stick around. Over time, that identity starts to do the heavy lifting: attracting the right audience and helping people feel like they know you, even before they buy from you.
Popular platforms and how to use them with purpose
Not every platform works the same, and that’s actually a good thing. Each one has its own strengths. The key is choosing the one that fits you and showing up in a way that feels real, not forced.
Best for: Visual storytelling, small product-based businesses, lifestyle brands
Instagram is great for showing the heart of your business. If you sell handmade goods, work in design, or love sharing beautiful or behind-the-scenes moments, this platform’s for you. Reels are perfect for quick tutorials or showing off your process. Stories let you share your day-to-day. Posts can spotlight customer shoutouts, product launches, or personal reflections.
How to connect: Skip the polished “influencer” tone and be real. Write captions that speak like you talk. Share the why behind what you do, not just the finished product.
TikTok
Best for: Creativity, education, trends, and authentic storytelling
Don’t be intimidated. TikTok isn’t just for Gen Z dances. It’s one of the best places to be discovered with any type of niche, especially if you’re new. TikTok rewards honesty and originality.
How to connect: Use trends or sounds if they make sense for your content, but don’t force it. Talk straight to the camera, tell a quick story, show your day-to-day, give your expert opinions, or show your work in action. It doesn’t have to be perfect. Some of the most viral videos are filmed in one take, on a phone, in sweatpants.
Best for: Local outreach, family-run businesses, events, and community groups
Although Facebook is one of the oldest channels, it’s still a useful part of your social media strategy, especially if you have a physical product or service, and your audience includes older generations or local customers. It’s great for promoting events, posting updates, and sharing reviews. If you have a digital product, it’s also useful for building a loyal community through groups.
How to connect: Join neighborhood groups or interest-based communities related to your business. Post helpful content, ask questions, and be an active participant.
Best for: Personal branding, freelancers, B2B services, and professionals
LinkedIn has come a long way from just job listings. It’s now a place to share your journey, connect with peers, and build a professional brand. If you’re a coach, consultant, service provider, or just someone with a voice in your industry, it’s a great place to grow.
How to connect: Be yourself—the thoughtful, work-minded version. Share lessons you’ve learned, things you’re trying, and how your background shapes your work. People appreciate posts that feel personal and valuable.
YouTube
Best for: Tutorials, reviews, long-form storytelling, and visual teaching
If you love talking through ideas or showing your process in detail, YouTube might be your spot. It takes more time than a quick post, but the content lasts longer and can keep bringing in views for months (or even years).
How to connect: Don’t worry about high-end production when you’re starting out. Clear audio, good lighting, and a focus on helping your viewer go a long way. Share what you know, invite feedback, and use your intro to explain what your channel’s about.
X (formerly Twitter)
Best for: Real-time updates, hot takes, thought leadership, and mini-blogging
X (a.k.a. Twitter) is where people go to talk, share opinions, and keep up with what’s happening right now, pretty much in real time. If you’re opinionated, love writing short posts, or enjoy jumping into conversations, it’s a great place to share your voice.
How to connect: Share quick thoughts, behind-the-scenes updates, or things you’re learning. Ask questions, reply to people in your space, and don’t be afraid to show your personality.
Before you start posting, there’s a little strategy magic that can make everything feel more focused, less chaotic, and actually fun.
1. Know your goal before you post
Before you hit “share,” ask yourself: What do I want someone to feel or do when they see this? Having a clear goal stops you from posting just for the sake of it and helps you figure out what’s working. If your goal is to grow awareness, focus on reach and shares. If it’s connection, pay attention to comments, replies, or saves.
2. Pick the platform that fits you
Every platform has its strengths, but that doesn’t mean you need to be everywhere. Small business social media strategy is a long game, not a sprint. It’s okay to start with just one platform and grow from there. The goal is to show up consistently somewhere that feels manageable and aligned with your message.
3. Plan your content
Don’t overthink it, just ask: What would be helpful, interesting, or inspiring to the people I want to reach? Here are some ideas.
- Teach something: Quick tips, how-tos, or tools you love
- Share a moment: Your story, a behind-the-scenes look, a personal win
- Highlight others: A customer story, testimonial, or shoutout
- Inspire: Quotes, reminders, or milestones you’ve hit
Create a simple content calendar or keep a running list of post ideas in your Notes app. And when you’re in the mood to create, write a few posts at once.
Hashtags and trends aren’t just decoration; they help new people find you. Use a mix of popular ones and more niche ones that reflect your product, community, or culture.
If you’re thinking about ads, you don’t need a huge budget. Try boosting a post that’s already doing well for a few dollars and see what happens. Just remember, ads can help more people see your content, but they won’t magically fix weak messaging.
5. Pay attention to what’s working
You don’t need a fancy analytics tool, just notice what’s resonating. Are people saving your tips? Commenting on your stories? Sharing your videos? That’s gold. Those are signs that you’re offering something valuable.
Once you’ve posted a few times, start spotting patterns. What days or times get the most engagement? What types of content start conversations? Use that info to tweak your approach and keep growing.
Beginner tips to help you get started
Starting out on social media can feel like stepping into a loud room where everyone already seems to know what they’re doing. Here are some tips to help you break into the conversation.
Pick one platform and really get to know it
Trying to post on five platforms when you’re just starting out is a fast track to burnout. Instead, start with one that fits your vibe and your audience. Love talking on camera? Try TikTok. Prefer writing thoughtful posts? LinkedIn might be a better fit. Selling handmade goods? Instagram’s your visual playground.
Pro tip: Follow a few creators or small businesses you admire on your chosen platform and watch what they do. Notice what feels natural and what grabs your attention, and why.
Talk like a human, not a billboard
Forget the polished language used in traditional advertising and just be yourself. Write captions like you’re texting a friend. The more real you are, the more people will want to engage.
Be consistent, not perfect
Your posts don’t have to be flawless. They just have to be there. The more consistently you show up, the more your confidence and skills will grow.
Pro tip: Set a realistic goal, like posting two or three times a week. It’s much more sustainable than trying to post daily and burning out in week one.
Celebrate every tiny win
Got your first like from someone who isn’t your cousin? Amazing. Someone messaged you about your product? That’s a big deal. These small wins are proof that what you’re doing is working.
Keep learning, but don’t wait to begin
There are so many free resources out there to help you level up—Meta Blueprint, Google Digital Garage, YouTube Creator Academy, you name it. But don’t get stuck in “research mode.” Choose one small thing to learn each week, apply it, then move on to the next.
Common mistakes to avoid (so you don’t burn out or lose your spark)
Nobody nails it right away, and honestly, that’s part of the process. But there are a few common traps that make social media feel way harder than it needs to be.
Going straight into sales mode
We know you’re excited about what you offer. But jumping into “buy now!” posts too often can feel like a sales pitch on repeat. People don’t open Instagram or TikTok hoping to be sold to, they open them to feel something, learn something, or connect.
Ghosting your audience
If someone takes the time to leave a comment, send you a DM, or share your post, don’t leave them hanging. You don’t need to write a paragraph-long reply to every comment, but even a quick “thank you” or an emoji reply shows you’re present and you care.
Falling into the comparison trap
It’s so easy to scroll through someone else’s polished feed and feel like you’re behind. But what you’re seeing is their highlight reel, not the dozens of awkward drafts, missed deadlines, or quiet weeks that came before it.
Pro tip: Instead of comparing, take inspiration. Ask yourself: “What about this post made me stop and look?”
Losing sight of your “why”
If your content starts feeling forced, or you’re dreading posting altogether, it might be time to hit pause and ask yourself: Why did I start this in the first place? Your “why” is your anchor. When you create from that place, everything feels more aligned.
Final thoughts
Social media marketing isn’t about perfection. It’s about purpose. It’s about being real, building trust, and making people feel something when they come across your content.
FAQs
Advertising is usually paid and focused on quick results, like getting people to click or buy. Social media marketing includes that, but it’s more about building relationships, sharing value, and growing your brand over time.
Yes. You can use social media to share your ideas, grow a personal brand, or build a community around something you care about, even if you’re not selling anything (yet).
Do I need followers to start?
Not at all, everyone starts with zero. What matters most is posting with intention and connecting with people, not chasing numbers.
Pick a platform and start sharing helpful, creative, or honest content consistently. Then, explore free resources and learn by doing; your experience is your best teacher.