‍If you’re a small business, the social media landscape can be daunting. It’s a space that is slowly but surely being taken over by big brands with substantial marketing budgets. These brands have already invested in dedicated social media managers, who manage their profiles and oversee their content. Small businesses don’t always have these resources, but that doesn’t mean you can’t compete or succeed on social media as a small brand. In fact, there are some distinct advantages to being a small business when it comes to getting your brand out into the world—and those same principles also work in reverse for smaller brands who may not be able to afford dedicated social media specialists. Here are some tips to get started with your own social media presence:

Research is key

The first thing to understand about social media is that you’re not the only brand on the platform. You’re not even the only small brand on the platform. You’re not even the only small business on the platform. You’re just one voice among many, competing for attention from your target audience. The only way to rise above the noise is to do your research and figure out what people are already looking for. You might be surprised by the insights you can glean from a quick scroll through your newsfeed. It’s not just about what you post, but also about what you respond to. If your brand is active on social media, you’ll be able to track what kind of posts get the most engagement. These interactions help you to understand how your target audience behaves. You can also take this one step further by following your competitors on social media. This will give you a glimpse into how they operate, how they post and how they interact with their followers. This can be especially useful when it comes to Instagram, since you can follow a competitor without them being aware that you’re doing so.

Be yourself (but also be aware of your brand)

As you’re scrolling through your newsfeed, you may notice some brands (especially those with a large following) are very different in person than they are in their marketing. This is especially true for lifestyle brands like travel, food and fitness. These brands tend to “speak’ in a different voice than their product. They want to be approachable, relatable and friendly, but also aspirational. They want to make you feel like you could do what they do, even though it might be out of your reach. They don’t want to come off as elitist or snobby, but they do want you to understand the brand is aspirational and the people behind the brand should be, too. The best way to do this is to be authentic. Don’t try to be something you’re not, but don’t shy away from your brand, either.

Leverage the platforms you already know

Small businesses are often forced to start with a single platform, and then grow out organically from there. This means you should start on the platforms you know best. If you’re a graphic design firm, you might want to start on Instagram, since it’s a great way to show off your design portfolio. If you’re a coffee shop, you might want to start on Facebook, since it’s a great way to build a customer loyalty program. If you’re a B2B company, you might want to start on LinkedIn, since it’s a great way to build your company’s brand. These are just a few examples, but whatever your business is, you’re sure to find a platform that will let you start engaging with your target audience right away.

Don’t forget video and email

Although social media is mostly associated with visual content, there are some great ways to utilize other forms of media, too. Video is a great way to provide information, show your day-to-day operations and convey a brand personality you may struggle to convey in written form. Email is another great way to engage with your audience, but unlike social media, it tends to be more one-way communication. You can send out newsletters, you can send out offers and you can send out links to your best content. Email is also a great way to link to your social media profiles, and vice versa—so don’t forget about it, even if you’re spending most of your time scrolling through your feed.

Start a blog, too!

Finally, you should also think about starting a blog. Although it may seem like an afterthought, a blog is one of the best ways to build a following. It gives you a platform to put out consistent content and allows you to show off your expertise in more detail. It also gives you a visual component, since you can use blog images and guest posts to show off your products and services. Blogs are also a great place to include links to your social media profiles and give people ways to connect with you online. In conclusion, don’t forget to have fun! There’s a lot of pressure on small businesses to compete in the social media space, but that doesn’t have to be a bad thing. In fact, it can be a great opportunity to show off your personality and build a following of engaged customers.