Jul 15, 2025
Why Social Media Matters for Small Businesses in 2025
Understanding the 1:1 vs 1:Many Shift, Content That Converts, and the Power of Organic Reach
Social Media
A powerful tool
The Need to be on Social Media
If you're a small business owner in Minnesota, you’ve probably heard that you "need to be on social media." But between running your business, keeping customers happy, and wearing 15 hats every day, it can feel like just another chore on a never-ending list.
Here’s the truth: social media isn't just a nice-to-have anymore—it's one of the most powerful marketing tools small businesses have.
And it’s not about chasing followers or trying to go viral. It’s about showing up consistently, telling your story, and reaching the people who actually care about what you do.
Gary Vee Was Right
Gary Vee Was Right
The 1:1 vs 1:Many Shift
Business has always been built on relationships. You meet someone, have a great conversation, and they eventually become a client. That’s 1:1 marketing—and for years, it’s how small businesses thrived.
But now? Social media lets you do that at scale.
It’s the difference between:
Having one great conversation with one person at a networking event
vs
Posting a video that reaches 1,000 people while you're asleep
Gary Vee put it like this:
“Social media is the current state of the internet. It’s no longer 1-to-1—it’s 1-to-many.”
When you post a behind-the-scenes video or share a tip from your business, you're creating content that can reach dozens, hundreds, or even thousands of people—without needing to be in the room with them.
For a small business, that kind of exposure used to cost thousands in advertising. Now, it’s just a smartphone and a bit of strategy.
Where Should You Focus?
Where Should You Focus?
Organic vs Paid
Organic content is anything you post without paying to boost it. It’s your Reels, Stories, feed posts, Tweets, TikToks, etc.
Paid content is when you run ads to reach new audiences or retarget people who’ve already engaged with your brand.
So which one is better?
Organic content:
Builds long-term brand equity
Feels more authentic
Gives people a real sense of who you are
Costs $0
Paid content:
Gets faster visibility
Great for promotions or lead gen
Works best when built on top of strong organic presence
Our take?
Start with organic. Build a base of value-driven, trust-building content. Then, once you’ve got a few strong videos or posts that are performing well consider boosting them with ad spend but with a specific purpose like driving sales to a new product.
So Much to Post
So Much to Post
6 Types of Content Small Businesses Should Be Posting
Behind-the-Scenes (BTS)
People love seeing the real part of business. Whether it’s your process, your tools, your workspace, or just a quick clip of you doing what you do—it builds transparency and trust.
Why it works:
Makes your brand feel human and relatable
Builds curiosity around your process
Performs well on Reels and TikTok (especially raw, unpolished clips)
Content ideas:
A time-lapse of your work setup
How a product is packaged before shipping
Prepping for a client shoot, event, or service day
Team members at work (especially if they’re laughing or in the zone)
📍Local example: A Twin Cities baker showing their early-morning dough prep gives people a reason to appreciate the $4 croissant a little more.
2. Product or Service Highlights
You’d be surprised how many potential customers don’t fully understand what you offer—or what makes you different. This is your chance to spell it out clearly and visually.
Why it works:
Increases conversions and purchases
Reduces confusion around your offerings
Helps people imagine themselves using your product or service
Content ideas:
A 15-second video showing your product in action
A short breakdown of how your service works
A “Before & After” transformation
A carousel post showing multiple features/benefits
Pro tip: Keep it simple. Use clear visuals, text overlays, and focus on the benefit—not just the feature.
3. Educational / How-To Content
You’re the expert in your industry—share a little bit of that knowledge. Educational content builds credibility and positions your business as the go-to source for solutions.
Why it works:
Increases trust
Encourages shares and saves (key metrics for organic reach)
Helps you rank better on platforms like Instagram, YouTube, and TikTok
Content ideas:
“3 tips for first-time homebuyers in Minnesota”
“How to clean your handmade jewelry properly”
“What to wear to your branding shoot”
“What nobody tells you about (your industry/service)”
Pro tip: Even if it feels obvious to you, it’s valuable to your audience. Speak to beginners!
4. Client Testimonials / Case Studies
Let your customers tell your story. A great testimonial feels honest, specific, and relatable.
Why it works:
Builds instant social proof
Helps potential clients see themselves in past customer stories
Video testimonials boost trust by 2x compared to written ones
Content ideas:
30-second video clip of a client sharing their experience
Before & after visual with a quote overlay
Written case study in your caption, paired with a happy client photo
Client reaction or review screen-recorded from your DMs or email (with permission)
Pro tip: Guide the testimonial with simple prompts like:
“What problem were you facing before?”
“What made you choose us?”
“What changed after working with us?”
5. Personal / Founder's Story
This is your “why.” Share the story behind the business, what drives you, what your mission is, and the ups and downs along the way.
Why it works:
Helps people feel connected to you, not just your product
Encourages comments, DMs, and conversation
Especially effective for solo-preneurs and service providers
Content ideas:
“Why I started this business”
“A lesson I learned early in my journey”
“What keeps me going on the hard days”
A photo from year one vs. now
Pro tip: Vulnerability wins. You don’t have to get too personal but just be real and yourself.
6. Trending or Reactive Content
Jumping on a trend (audio, meme, challenge) shows your brand has a pulse—and it can help you reach new audiences when the algorithm is in your favor.
Why it works:
Gets you in front of people who don’t follow you yet
Shows personality and relevance
Can be quick and fun to create
Content ideas:
A trending audio clip paired with a relatable twist from your niche
A seasonal meme or Minnesota weather joke
Quick reactions to industry news or local events
Stitching a video to add your take
Pro tip: Only jump on trends that align with your brand voice. I always lean towards authenticity > chasing views.
TL;DR: Show Up, Don’t Stress Out
You don’t need to post every day. You don’t need to be perfect. You just need to be consistent, clear, and human.
Focus on these six content types, rotate them throughout your month, and you’ll build a feed (and brand) that people trust—and want to follow.
Let's Chat
Let's Chat
Need Help Creating Social Media Content?
At NRTH Media, we work with Minnesota-based small businesses to create scroll-stopping content that actually connects. Whether you need help mapping out a month of Reels, filming high-converting testimonial videos, or just getting comfortable on camera, we’ve got you.
Let's make your social presence work for your business.
Visit nrth.media or send us a message to get started.
Latest Updates
(NM® — 02)
©2024
Latest Updates
(NM® — 02)
©2024
Corporate Video Production in 2025: Why It Matters for Twin Cities & South Metro Businesses
Jul 15, 2025
Small Business Content
Corporate Video Production in 2025: Why It Matters for Twin Cities & South Metro Businesses
Jul 15, 2025
Small Business Content
When Should a Small Business Invest in Video?
Jul 14, 2025
Minnesota Video Production
When Should a Small Business Invest in Video?
Jul 14, 2025
Minnesota Video Production
4 Types of Videos That Instantly Boost Trust, Clarity, and Reach for Small Businesses
Jul 18, 2025
Classic
4 Types of Videos That Instantly Boost Trust, Clarity, and Reach for Small Businesses
Jul 18, 2025
Classic
FAQ
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Can I request a reshoot?
08
Do I need to know how to be on camera?
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Can I request a reshoot?
08
Do I need to know how to be on camera?
Jul 15, 2025
Why Social Media Matters for Small Businesses in 2025
Understanding the 1:1 vs 1:Many Shift, Content That Converts, and the Power of Organic Reach
Social Media
A powerful tool
The Need to be on Social Media
If you're a small business owner in Minnesota, you’ve probably heard that you "need to be on social media." But between running your business, keeping customers happy, and wearing 15 hats every day, it can feel like just another chore on a never-ending list.
Here’s the truth: social media isn't just a nice-to-have anymore—it's one of the most powerful marketing tools small businesses have.
And it’s not about chasing followers or trying to go viral. It’s about showing up consistently, telling your story, and reaching the people who actually care about what you do.
Gary Vee Was Right
The 1:1 vs 1:Many Shift
Business has always been built on relationships. You meet someone, have a great conversation, and they eventually become a client. That’s 1:1 marketing—and for years, it’s how small businesses thrived.
But now? Social media lets you do that at scale.
It’s the difference between:
Having one great conversation with one person at a networking event
vs
Posting a video that reaches 1,000 people while you're asleep
Gary Vee put it like this:
“Social media is the current state of the internet. It’s no longer 1-to-1—it’s 1-to-many.”
When you post a behind-the-scenes video or share a tip from your business, you're creating content that can reach dozens, hundreds, or even thousands of people—without needing to be in the room with them.
For a small business, that kind of exposure used to cost thousands in advertising. Now, it’s just a smartphone and a bit of strategy.
Where Should You Focus?
Organic vs Paid
Organic content is anything you post without paying to boost it. It’s your Reels, Stories, feed posts, Tweets, TikToks, etc.
Paid content is when you run ads to reach new audiences or retarget people who’ve already engaged with your brand.
So which one is better?
Organic content:
Builds long-term brand equity
Feels more authentic
Gives people a real sense of who you are
Costs $0
Paid content:
Gets faster visibility
Great for promotions or lead gen
Works best when built on top of strong organic presence
Our take?
Start with organic. Build a base of value-driven, trust-building content. Then, once you’ve got a few strong videos or posts that are performing well consider boosting them with ad spend but with a specific purpose like driving sales to a new product.
So Much to Post
6 Types of Content Small Businesses Should Be Posting
Behind-the-Scenes (BTS)
People love seeing the real part of business. Whether it’s your process, your tools, your workspace, or just a quick clip of you doing what you do—it builds transparency and trust.
Why it works:
Makes your brand feel human and relatable
Builds curiosity around your process
Performs well on Reels and TikTok (especially raw, unpolished clips)
Content ideas:
A time-lapse of your work setup
How a product is packaged before shipping
Prepping for a client shoot, event, or service day
Team members at work (especially if they’re laughing or in the zone)
📍Local example: A Twin Cities baker showing their early-morning dough prep gives people a reason to appreciate the $4 croissant a little more.
2. Product or Service Highlights
You’d be surprised how many potential customers don’t fully understand what you offer—or what makes you different. This is your chance to spell it out clearly and visually.
Why it works:
Increases conversions and purchases
Reduces confusion around your offerings
Helps people imagine themselves using your product or service
Content ideas:
A 15-second video showing your product in action
A short breakdown of how your service works
A “Before & After” transformation
A carousel post showing multiple features/benefits
Pro tip: Keep it simple. Use clear visuals, text overlays, and focus on the benefit—not just the feature.
3. Educational / How-To Content
You’re the expert in your industry—share a little bit of that knowledge. Educational content builds credibility and positions your business as the go-to source for solutions.
Why it works:
Increases trust
Encourages shares and saves (key metrics for organic reach)
Helps you rank better on platforms like Instagram, YouTube, and TikTok
Content ideas:
“3 tips for first-time homebuyers in Minnesota”
“How to clean your handmade jewelry properly”
“What to wear to your branding shoot”
“What nobody tells you about (your industry/service)”
Pro tip: Even if it feels obvious to you, it’s valuable to your audience. Speak to beginners!
4. Client Testimonials / Case Studies
Let your customers tell your story. A great testimonial feels honest, specific, and relatable.
Why it works:
Builds instant social proof
Helps potential clients see themselves in past customer stories
Video testimonials boost trust by 2x compared to written ones
Content ideas:
30-second video clip of a client sharing their experience
Before & after visual with a quote overlay
Written case study in your caption, paired with a happy client photo
Client reaction or review screen-recorded from your DMs or email (with permission)
Pro tip: Guide the testimonial with simple prompts like:
“What problem were you facing before?”
“What made you choose us?”
“What changed after working with us?”
5. Personal / Founder's Story
This is your “why.” Share the story behind the business, what drives you, what your mission is, and the ups and downs along the way.
Why it works:
Helps people feel connected to you, not just your product
Encourages comments, DMs, and conversation
Especially effective for solo-preneurs and service providers
Content ideas:
“Why I started this business”
“A lesson I learned early in my journey”
“What keeps me going on the hard days”
A photo from year one vs. now
Pro tip: Vulnerability wins. You don’t have to get too personal but just be real and yourself.
6. Trending or Reactive Content
Jumping on a trend (audio, meme, challenge) shows your brand has a pulse—and it can help you reach new audiences when the algorithm is in your favor.
Why it works:
Gets you in front of people who don’t follow you yet
Shows personality and relevance
Can be quick and fun to create
Content ideas:
A trending audio clip paired with a relatable twist from your niche
A seasonal meme or Minnesota weather joke
Quick reactions to industry news or local events
Stitching a video to add your take
Pro tip: Only jump on trends that align with your brand voice. I always lean towards authenticity > chasing views.
TL;DR: Show Up, Don’t Stress Out
You don’t need to post every day. You don’t need to be perfect. You just need to be consistent, clear, and human.
Focus on these six content types, rotate them throughout your month, and you’ll build a feed (and brand) that people trust—and want to follow.
Let's Chat
Need Help Creating Social Media Content?
At NRTH Media, we work with Minnesota-based small businesses to create scroll-stopping content that actually connects. Whether you need help mapping out a month of Reels, filming high-converting testimonial videos, or just getting comfortable on camera, we’ve got you.
Let's make your social presence work for your business.
Visit nrth.media or send us a message to get started.
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Can I request a reshoot?
08
Do I need to know how to be on camera?
Jul 15, 2025
Why Social Media Matters for Small Businesses in 2025
Understanding the 1:1 vs 1:Many Shift, Content That Converts, and the Power of Organic Reach
Social Media
A powerful tool
The Need to be on Social Media
If you're a small business owner in Minnesota, you’ve probably heard that you "need to be on social media." But between running your business, keeping customers happy, and wearing 15 hats every day, it can feel like just another chore on a never-ending list.
Here’s the truth: social media isn't just a nice-to-have anymore—it's one of the most powerful marketing tools small businesses have.
And it’s not about chasing followers or trying to go viral. It’s about showing up consistently, telling your story, and reaching the people who actually care about what you do.
Gary Vee Was Right
The 1:1 vs 1:Many Shift
Business has always been built on relationships. You meet someone, have a great conversation, and they eventually become a client. That’s 1:1 marketing—and for years, it’s how small businesses thrived.
But now? Social media lets you do that at scale.
It’s the difference between:
Having one great conversation with one person at a networking event
vs
Posting a video that reaches 1,000 people while you're asleep
Gary Vee put it like this:
“Social media is the current state of the internet. It’s no longer 1-to-1—it’s 1-to-many.”
When you post a behind-the-scenes video or share a tip from your business, you're creating content that can reach dozens, hundreds, or even thousands of people—without needing to be in the room with them.
For a small business, that kind of exposure used to cost thousands in advertising. Now, it’s just a smartphone and a bit of strategy.
Where Should You Focus?
Organic vs Paid
Organic content is anything you post without paying to boost it. It’s your Reels, Stories, feed posts, Tweets, TikToks, etc.
Paid content is when you run ads to reach new audiences or retarget people who’ve already engaged with your brand.
So which one is better?
Organic content:
Builds long-term brand equity
Feels more authentic
Gives people a real sense of who you are
Costs $0
Paid content:
Gets faster visibility
Great for promotions or lead gen
Works best when built on top of strong organic presence
Our take?
Start with organic. Build a base of value-driven, trust-building content. Then, once you’ve got a few strong videos or posts that are performing well consider boosting them with ad spend but with a specific purpose like driving sales to a new product.
So Much to Post
6 Types of Content Small Businesses Should Be Posting
Behind-the-Scenes (BTS)
People love seeing the real part of business. Whether it’s your process, your tools, your workspace, or just a quick clip of you doing what you do—it builds transparency and trust.
Why it works:
Makes your brand feel human and relatable
Builds curiosity around your process
Performs well on Reels and TikTok (especially raw, unpolished clips)
Content ideas:
A time-lapse of your work setup
How a product is packaged before shipping
Prepping for a client shoot, event, or service day
Team members at work (especially if they’re laughing or in the zone)
📍Local example: A Twin Cities baker showing their early-morning dough prep gives people a reason to appreciate the $4 croissant a little more.
2. Product or Service Highlights
You’d be surprised how many potential customers don’t fully understand what you offer—or what makes you different. This is your chance to spell it out clearly and visually.
Why it works:
Increases conversions and purchases
Reduces confusion around your offerings
Helps people imagine themselves using your product or service
Content ideas:
A 15-second video showing your product in action
A short breakdown of how your service works
A “Before & After” transformation
A carousel post showing multiple features/benefits
Pro tip: Keep it simple. Use clear visuals, text overlays, and focus on the benefit—not just the feature.
3. Educational / How-To Content
You’re the expert in your industry—share a little bit of that knowledge. Educational content builds credibility and positions your business as the go-to source for solutions.
Why it works:
Increases trust
Encourages shares and saves (key metrics for organic reach)
Helps you rank better on platforms like Instagram, YouTube, and TikTok
Content ideas:
“3 tips for first-time homebuyers in Minnesota”
“How to clean your handmade jewelry properly”
“What to wear to your branding shoot”
“What nobody tells you about (your industry/service)”
Pro tip: Even if it feels obvious to you, it’s valuable to your audience. Speak to beginners!
4. Client Testimonials / Case Studies
Let your customers tell your story. A great testimonial feels honest, specific, and relatable.
Why it works:
Builds instant social proof
Helps potential clients see themselves in past customer stories
Video testimonials boost trust by 2x compared to written ones
Content ideas:
30-second video clip of a client sharing their experience
Before & after visual with a quote overlay
Written case study in your caption, paired with a happy client photo
Client reaction or review screen-recorded from your DMs or email (with permission)
Pro tip: Guide the testimonial with simple prompts like:
“What problem were you facing before?”
“What made you choose us?”
“What changed after working with us?”
5. Personal / Founder's Story
This is your “why.” Share the story behind the business, what drives you, what your mission is, and the ups and downs along the way.
Why it works:
Helps people feel connected to you, not just your product
Encourages comments, DMs, and conversation
Especially effective for solo-preneurs and service providers
Content ideas:
“Why I started this business”
“A lesson I learned early in my journey”
“What keeps me going on the hard days”
A photo from year one vs. now
Pro tip: Vulnerability wins. You don’t have to get too personal but just be real and yourself.
6. Trending or Reactive Content
Jumping on a trend (audio, meme, challenge) shows your brand has a pulse—and it can help you reach new audiences when the algorithm is in your favor.
Why it works:
Gets you in front of people who don’t follow you yet
Shows personality and relevance
Can be quick and fun to create
Content ideas:
A trending audio clip paired with a relatable twist from your niche
A seasonal meme or Minnesota weather joke
Quick reactions to industry news or local events
Stitching a video to add your take
Pro tip: Only jump on trends that align with your brand voice. I always lean towards authenticity > chasing views.
TL;DR: Show Up, Don’t Stress Out
You don’t need to post every day. You don’t need to be perfect. You just need to be consistent, clear, and human.
Focus on these six content types, rotate them throughout your month, and you’ll build a feed (and brand) that people trust—and want to follow.
Let's Chat
Need Help Creating Social Media Content?
At NRTH Media, we work with Minnesota-based small businesses to create scroll-stopping content that actually connects. Whether you need help mapping out a month of Reels, filming high-converting testimonial videos, or just getting comfortable on camera, we’ve got you.
Let's make your social presence work for your business.
Visit nrth.media or send us a message to get started.
FAQ
What does a project look like?
How is the pricing structure?
Are all projects fixed scope?
What is the ROI?
How do we measure success?
What do I need to get started?
Can I request a reshoot?
Do I need to know how to be on camera?