April 26, 2019

Small businesses’ advertising

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The Manifest polled 529 small business owners and managers in the US about advertising habits (). Small Business Administration defines small businesses as those with limited revenue and 1 to 500 employees. The large majority (87%) of small businesses do some advertising, with social media (64%) and online (49%) advertising being the most popular channels. Another rather popular channel is events (34%). Traditi...onal media (print – 36%, TV – 22% and radio – 22%) have not been abandoned either. As owners and managers millennials and Generation Xers are more likely to have an advertising budget (95% and 92% respectively) than baby boomers (just 70%). Traditional advertising formats are used by 57% of respondents (mostly by millennials and Generation X), because consumers perceive them as more trustworthy than online and social media. But baby boomers prefer to use social media (49%) and online (31%) advertising than TV (10%) and radio (5%), perhaps because their own experience of traditional media has not been positive. The top 5 social media platforms for small businesses are Facebook (86%), YouTube (51%), Instagram (47%), Twitter (41%) and LinkdIn (32%). The top 5 online advertising options are Google search ads (53%), banner ads (37%), video ads (30%), re-targeted ads (28%) and influencers (24%). The majority of respondents (67%) planned to start using a new advertising medium in 2019.

https://themanifest.com/advertising/small-business-advertising-2019

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