THE SOCIAL MEDIA SWEET SPOT: HOW AMERICANS DISCOVER AND TRUST SMALL BUSINESSES ONLINE

Summary from the TLDR Marketing newsletter

Consumers act on small business content differently depending on platform, content type, and generation. Facebook leads in discovery for 61% of adults, while Gen Z favors TikTok (76%) and Instagram (70%). UGC is the most trusted at 31%, while AI-generated content lowers trust for 48%. Reviews and customer testimonials drive purchases for 52%, and trend-driven posts influence 30% of Gen Z.