Social Media Tips for Your Small Business: How to Grow, Connect, and Thrive Online

Running a small business is no small feat—and in today’s digital world, having a presence on social media is more than just a nice-to-have, it’s almost become a total necessity. Whether you're a ceramicist, candle maker, or jewelry designer, social media gives you the chance to showcase your products, tell your story, and connect with a wider community of likeminded individuals and potential customers.

But we know it can also feel overwhelming—especially when you’re already wearing all the hats. So here are some simple, actionable social media tips to help you grow your small business online (without burning out).

1. Start with a Clear Purpose

Before you post, get clear on why you’re using social media. Is it to build brand awareness? Drive sales? Share your process? Knowing your goal will help you focus your content and measure success more meaningfully than just “likes.”

2. Take Time To Find Your Niche

It’s okay if your social media presence doesn’t feel fully “figured out” at first. Finding your niche—whether it’s your visual style, brand voice, or the kind of content that resonates—takes time and experimentation. Start by thinking about what makes your business unique: your story, your values, and the way you want people to feel when they interact with your brand. The more you post, the more clarity you’ll gain. Don’t rush it—this is all part of building a meaningful presence that feels true to you.

Our advice? Make a hot drink, sit down, and dump it all out on to paper first—your purpose & niche is what will inspire you to stay motivated!

3. Show Your Face (Yes, Yours!)

People connect with people—especially when buying from small businesses. Don’t be afraid to step in front of the camera. Share a “meet the maker” post, film a day-in-the-life reel, or hop on stories to talk about a new launch. Your audience is here for you as much as they are for your products.

Yes, we’re serious! People want to connect with the person behind the business. YOU are your own superpower!

4. Consistency > Perfection

You don’t need to post every day to see results—but showing up regularly (even 2–3 times a week) can build momentum. Create a simple schedule you can actually stick to, and batch-create content when you have time so you’re not scrambling in the moment.

5. Use Captions to Tell a Story

Your captions are a chance to add context and personality. Instead of just writing “New mug in stock,” try digging a little deeper, like this: “Inspired by rainy mornings and slow sips—meet the newest piece in our cozy mug collection.” Give people a reason to care—and to click.

6. Lean Into Video (But Keep It Simple)

You don’t need fancy equipment to make great content. Use your phone to record short behind-the-scenes clips, packing orders, or product close-ups. Reels and TikToks are still some of the best ways to reach new audiences—especially when paired with trending audio or a fun tip.

We know this may feel daunting at first, but you will get more comfortable with time! Hot tip: get a tripod so you can film BTS moments, yourself, or get high-quality clips of your products.

7. Engage, Don’t Just Broadcast

Social media isn’t just a megaphone—it’s a conversation. Reply to comments, share customer photos, and support other makers in your community. The more you engage authentically, the more your audience will grow organically.

8. Track What’s Working

Every few weeks, take a quick peek at your analytics. What posts are getting the most saves, comments, or shares? What content led to website visits or sales? Let that data guide your next moves.

8. Done is Better Than Perfect

Above all, don’t get stuck trying to make everything flawless. You don’t need to go viral to make an impact. Social media is about building audience connection, not chasing perfection.

At Makers, we know how much heart goes into what you do—and we’re here to help you share it. Whether you’re just getting started or looking to level up, remember: your story matters, and there’s a whole community cheering you on.

Have a tip or success story of your own? Tag @shopmakers.ca—we’d love to see and share it!