Social media is now the main sales channel for more than a quarter of the UK’s small businesses, according to a survey.
Research by BT shows that key sources of revenue for 28 per cent of SMEs are Facebook, Instagram, Twitter and TikTok.
The survey finds the firms are generating more sales from social media than from any other channel, including e-commerce and bricks-and-mortar stores.
The trend is upwards: social media is growing in popularity compared to other marketing tools used to generate sales.
Around 25 per cent of small businesses are using organic/non-paid social media to increase income, and 22 per cent using paid social media posts.
These are both being used more widely than other digital tools like direct email marketing (18 per cent) and Search Engine Optimisation (15 per cent), as well as more traditional tactics like partnerships (11 per cent) and leafletting (11 per cent).
However, despite the widespread uptake of social media as a sales tool, one in five entrepreneurs are concerned that they lack the digital skills to help them get the best results for their business out of social platforms.
BT, who looked at social media strategies used by more than 500 small businesses in the UK, are supporting businesses with their digital strategy through their Skills for Tomorrow programme.
The telecoms giant has also teamed up with business influencer and YouTube star Patricia Bright to offer expert guidance on how to use digital marketing, and tailor strategies to use social media in an impactful way.
Patricia, who has 1.2 million followers on Instagram, encourages business owners to make the most of free online courses like those offered by BT.
Chris Sims, Managing Director of Small and Medium Enterprise at BT, said: ”Some of today’s most successful businesses were built on social media. Over three quarters of today’s business owners rely on social media platforms or an online presence to drive sales.
“At a time when business owners face rising costs, social channels can offer small businesses a competitive advantage helping them reach, and engage with, new audiences – and ultimately drive sales.”
