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We all know how easy it is to pull out your phone and scroll through Instagram or TikTok without even thinking twice. But what if I told you those same platforms could be the most powerful tools to grow your business?
You might say, “But, I don’t even know where to start,” well, I'm here to help. Whether you’re a seasoned entrepreneur or just starting out, here are six effective ways to use social media to your advantage.
Pick the right platform
Not all social media platforms will suit your business. The key is knowing where your target audience hangs out and choosing a platform(s) that aligns with your business goals.
Instagram: Great for businesses that thrive on visuals, like fashion, food, or design. Use Stories and Reels to showcase your behind-the-scenes processes or launch new products.
Toronto-based SoYoung shares stunning photos and short videos of their sustainable lunch bags on their Instagram page.
TikTok: Perfect if your audience is mostly Gen Zs. You don’t need to jump on every viral dance trend (unless you want to!), but it is a great platform for sharing short, fun videos.
Vancouver's @cheekbonebeauty posts quick makeup tutorials and even recreates looks celebrities' looks for fun!
LinkedIn: This is your playground if you’re in the B2B space. Share industry insights, business milestones, or professional tips.
Toronto's Clearco shares startup success stories and financial advice for entrepreneurs.
Facebook: Still a solid choice for building communities, especially if your audience is in the 35+ age range.
Pinterest: Ideal for product-based businesses that rely on inspiration, like home décor or DIY products.
Start with 1–2 platforms. It’s better to master a few than spread yourself thin.
Tell your story & build a brand identity
People don’t just buy products—they buy into stories. Your journey matters to your audience.
Highlight why you started your business.
Show the behind-the-scenes of your work.
Talk about challenges you’ve faced and how you overcame them.
Think of social media as your virtual storefront—it’s where potential customers get their first impression. Platforms like Instagram, TikTok, and Facebook are perfect for showing who you are, what your business stands for, and why people should care.
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Create content that connects
No one wants to follow a page that’s just shouting, "Buy this, buy that!" Build relationships first. Sell, second. And how do you build those relationships? Offer value to your audience. You want them to gain something every time they visit your page.
Here are some content ideas to get you started:
Educational posts: Share tips or tricks related to your industry. If you run a skincare business, post tips on how to build a skincare routine. If you’re a graphic designer, offer design hacks for beginners.
Behind-the-scenes content: People love seeing how things are made. Show your audience the process behind creating your products or preparing your services. A small-batch candle maker might show how they pour the wax into molds, giving customers a glimpse into their craft.
User-generated content: Repost customer reviews or photos as social proof. For example, Vancouver’s Native Shoes features customers wearing their sustainable shoes.
Engage, don’t just post
Social media is a two-way street. If someone comments on your post, don’t leave them hanging—reply and make them feel seen.
Use Instagram polls or Q&A features to ask your audience for feedback
Host live sessions to connect in real-time
Don’t be afraid to Slide into DMs and send a thank-you message to new followers
Collaborate and network
Social media is much more fun (and effective) when you collaborate with others. Whether it’s working with local influencers or teaming up with other businesses, collaboration opens the door to new audiences.
Partner with influencers who align with your brand values
Run a giveaway with complementary businesses
Join online communities to network and share tips
Track what works
Is your social media activity converting into tangible results for your business?
Key metrics to watch:
Engagement rate: Are people liking, commenting, or sharing your posts?
Click-through rate (CTR): How many people are clicking on the links in your bio or in your posts?
Conversions: Are your followers turning into customers? Keep an eye on sales or sign-ups coming from your social media channels.
Use Instagram Insights or Hootsuite to track your progress.
Social media doesn’t have to be intimidating. In fact, it can be one of the easiest (and most fun) ways to grow your business! Whether you’re showcasing your products, connecting with your community, or running ads, there’s so much potential at your fingertips.
So grab your phone and start posting—your next customer is just one scroll away!
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