Verizon Business‘ 6th “Annual State of Small Business Survey” reveals that 62% of small to midsize businesses either began creating content or increased their investment in content creation over the past year, even as 54% report they struggle to produce enough content and keep it fresh, according to data collected between March 7-22, 2025.
Facebook remains the primary platform for small business marketing, with 82% of decision-makers reporting that their businesses use the platform to promote products and connect with customers. Instagram follows at 71%, while YouTube has seen significant growth compared to August 2024, rising to 70% adoption and bypassing LinkedIn (63%) as the third most used platform.
The survey, conducted by Morning Consult on behalf of Verizon Business, highlights growth in YouTube usage, particularly among businesses that began using the platform within the past year. TikTok usage stands at 58%, while more traditional platforms, such as Yelp (54%) and X, formerly Twitter (52%), continue to maintain a presence in small business marketing strategies.
Content Creation Investments Accelerate
More than three in five decision-makers (62%) report that their business either began creating content or increased investment in content creation over the past year. Among these, 20% started creating content for the first time, while 42% expanded existing content initiatives.
“Using social media marketing to increase customer engagement and online traffic” and “offering sales or deals on products or services” are tied as the leading customer outreach tactics, both with a 52% adoption rate. Additionally, 40% of businesses report using social media “storefronts” or “shops” to enable direct purchases through social platforms.
Despite these investments, the organizational structure supporting content creation varies widely. The survey finds that 33% of content-producing businesses have established formal in-house departments dedicated to creating podcast or video content, while 38% have full-time staff dedicated to content creation without a formal department. Another 25% rely on staff who handle content production alongside other responsibilities.
Resource Constraints Present Ongoing Challenges
The survey reveals a tension between enthusiasm for social media and the practical challenges of execution. While 76% of decision-makers agree that social media has made a positive impact on their business, and 73% are looking to expand their presence to additional channels and platforms, many face resource constraints.
More than half of businesses that use social media report struggling to produce enough content (54%) and to keep their content fresh and up to date with current trends (54%). Additionally, 56% acknowledge difficulty in prioritizing social media use amid other business responsibilities.
Technology and AI Adoption Plateaus
The adoption of new technologies, including AI, has plateaued after seeing significant upticks in 2024. The survey indicates that 38% of small to midsize businesses currently use AI solutions, consistent with the previous wave (39% in August 2024).
Usage varies significantly by industry, with the entertainment and recreation sector leading AI adoption at 49%, followed by the hospitality and accommodation sector (43%) and the retail sector (41%). The retail industry registered the largest growth in AI adoption compared to the previous wave.
Among current AI users, the top applications include data analysis (28%), marketing and social media (28%), and product or service recommendations (26%). Among businesses that do not currently use AI, the primary barriers include lack of familiarity (36%), security concerns (29%), and trust issues regarding accuracy (28%).
Return to Office Impacts Talent Resources
The survey also highlights a shift toward in-person work, with 69% of decision-makers reporting they are currently working fully in-person, up from 61% in August 2024. This trend could impact how businesses allocate resources for digital marketing and content creation.
Over half (52%) say their businesses plan to encourage, but not require, remote and hybrid employees to spend more time in person, while 13% will make returns to office mandatory. These workplace dynamics may influence how companies structure their marketing teams and content creation processes.
Industry Variations in Digital Strategy
The report shows notable differences in digital strategy across industries. The entertainment and recreation industry leads in AI adoption, at 49%, while the restaurant and bar sector lags at 27%. These variations extend to social media usage patterns and content creation capabilities.
Decision makers in the retail industry are uniquely focused on working with trusted vendors (93% consider this very or somewhat important), suggesting potential opportunities for social media and marketing technology providers to emphasize reliability and trust in their positioning to this sector.
Overall, the survey indicates that while small businesses increasingly recognize the value of social media marketing and content creation, many struggle with the resources, expertise, and time required to maximize their digital presence
All images are credited to Verizon Business. The full report is available here.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Verizon Business‘ 6th “Annual State of Small Business Survey” reveals that 62% of small to midsize businesses either began creating content or increased their investment in content creation over the past year, even as 54% report they struggle to produce enough content and keep it fresh, according to data collected between March 7-22, 2025.
Facebook remains the primary platform for small business marketing, with 82% of decision-makers reporting that their businesses use the platform to promote products and connect with customers. Instagram follows at 71%, while YouTube has seen significant growth compared to August 2024, rising to 70% adoption and bypassing LinkedIn (63%) as the third most used platform.
The survey, conducted by Morning Consult on behalf of Verizon Business, highlights growth in YouTube usage, particularly among businesses that began using the platform within the past year. TikTok usage stands at 58%, while more traditional platforms, such as Yelp (54%) and X, formerly Twitter (52%), continue to maintain a presence in small business marketing strategies.
Content Creation Investments Accelerate
More than three in five decision-makers (62%) report that their business either began creating content or increased investment in content creation over the past year. Among these, 20% started creating content for the first time, while 42% expanded existing content initiatives.
“Using social media marketing to increase customer engagement and online traffic” and “offering sales or deals on products or services” are tied as the leading customer outreach tactics, both with a 52% adoption rate. Additionally, 40% of businesses report using social media “storefronts” or “shops” to enable direct purchases through social platforms.
Despite these investments, the organizational structure supporting content creation varies widely. The survey finds that 33% of content-producing businesses have established formal in-house departments dedicated to creating podcast or video content, while 38% have full-time staff dedicated to content creation without a formal department. Another 25% rely on staff who handle content production alongside other responsibilities.
Resource Constraints Present Ongoing Challenges
The survey reveals a tension between enthusiasm for social media and the practical challenges of execution. While 76% of decision-makers agree that social media has made a positive impact on their business, and 73% are looking to expand their presence to additional channels and platforms, many face resource constraints.
More than half of businesses that use social media report struggling to produce enough content (54%) and to keep their content fresh and up to date with current trends (54%). Additionally, 56% acknowledge difficulty in prioritizing social media use amid other business responsibilities.
Technology and AI Adoption Plateaus
The adoption of new technologies, including AI, has plateaued after seeing significant upticks in 2024. The survey indicates that 38% of small to midsize businesses currently use AI solutions, consistent with the previous wave (39% in August 2024).
Usage varies significantly by industry, with the entertainment and recreation sector leading AI adoption at 49%, followed by the hospitality and accommodation sector (43%) and the retail sector (41%). The retail industry registered the largest growth in AI adoption compared to the previous wave.
Among current AI users, the top applications include data analysis (28%), marketing and social media (28%), and product or service recommendations (26%). Among businesses that do not currently use AI, the primary barriers include lack of familiarity (36%), security concerns (29%), and trust issues regarding accuracy (28%).
Return to Office Impacts Talent Resources
The survey also highlights a shift toward in-person work, with 69% of decision-makers reporting they are currently working fully in-person, up from 61% in August 2024. This trend could impact how businesses allocate resources for digital marketing and content creation.
Over half (52%) say their businesses plan to encourage, but not require, remote and hybrid employees to spend more time in person, while 13% will make returns to office mandatory. These workplace dynamics may influence how companies structure their marketing teams and content creation processes.
Industry Variations in Digital Strategy
The report shows notable differences in digital strategy across industries. The entertainment and recreation industry leads in AI adoption, at 49%, while the restaurant and bar sector lags at 27%. These variations extend to social media usage patterns and content creation capabilities.
Decision makers in the retail industry are uniquely focused on working with trusted vendors (93% consider this very or somewhat important), suggesting potential opportunities for social media and marketing technology providers to emphasize reliability and trust in their positioning to this sector.
Overall, the survey indicates that while small businesses increasingly recognize the value of social media marketing and content creation, many struggle with the resources, expertise, and time required to maximize their digital presence
All images are credited to Verizon Business.
The full report is available here.
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