Photo Caption: Saniah Spencer, Marketing Executive at The Jamaica National Group
Let’s be real, scrolling through social media is where most of us spend our time these days, whether it’s for the latest jokes, viral dance challenges, or just keeping up with friends and family. But if you’re running a small business, social media is more than just ‘vibes’—it’s your key to standing out, building your brand, and connecting with customers right where they are.
Why Social Media is the Real Game-changer
Almost everyone we know from our neighbor to the taxi man is on social media. Platforms like Instagram, Facebook, X (formerly Twitter), and TikTok aren’t just for fun—they’re where your potential customers hang out. For small businesses, this isn’t just a nice-to-have; it’s a must. Social media lets you reach a wider audience, tell your story, and build a community around your brand without spending a fortune.
Take for example, Nyki_Nailstudio, a nail salon located at 25 Eastwood Park Road in Kingston. Nyki has transformed her social media presence into a powerful tool for growth. By regularly posting engaging content—from beautifully designed nails to tips for nailcare—she’s built a loyal following. More importantly, she makes it incredibly easy for clients to book appointments through her social media platforms. This blend of engaging posts and seamless booking has helped Nyki grow her client base significantly.
Picking Your Social Media Spot
Not all platforms are created equal, so it’s important to know where your customers are ‘chilling’ online:
- Instagram – Perfect if your business is all about visuals, like fashion, food, or art.
- Facebook – If you want to engage a broader audience and build a community. Facebook is where it’s at to share design tips, showcase projects, and build a loyal following.
- TikTok – If your target is the younger crowd and you’re ready to get creative, TikTok is your playground. Think fun, quick videos that entertainingly highlight your products.
Keep it Real. Create Content that Clicks
Once you know where your audience is, the next step is making content that clicks with them. Authenticity is key. Jamaicans appreciate genuine content, so don’t be shy about showing the personality behind your business. Nyki does this masterfully by sharing behind-the-scenes content of her work, celebrating customer moments with their nail designs, and even showcasing her own journey as a small businessowner.
Invite your clients to share their experiences on their own profiles and tag your business. This creates a ripple effect, increasing your reach organically.
But how can small businesses go beyond just visibility and engagement? Here are a few novel ways to make real money using social media:
Ways to Monetise Social Media
- Social media can be used to offer time-sensitive deals or discounts exclusively to your followers. This creates a sense of urgency and makes your audience feel special. For example, businesses can use Instagram stories or TikTok to post flash sales available only for a few hours, encouraging immediate action.
- Platforms like Instagram and Facebook have made it easier than ever to sell products directly through shoppable posts. Businesses can tag their products in posts or use Instagram’s “Swipe Up” feature in Stories, allowing customers to make purchases with just a few taps. This eliminates barriers to purchase and streamlines the shopping experience.
- Host exclusive webinars, classes, or Q&A sessions via Instagram Live, Facebook Live, or Zoom, and charge a small fee for attendance. For example, Nyki Nailstudio could offer a paid virtual workshop on nailcare techniques or styling tips. This not only monetises your expertise but also builds a stronger connection with your audience.
Common Missteps to Avoid
Social media can be powerful, but it’s easy to slip up. Here’s what to avoid:
- Inconsistency – If you disappear for weeks, you’ll lose followers fast. Set a schedule and stick to it.
- Ignoring Engagement – Social media is a two-way street. Respond to comments and messages. Engage with your audience to build trust and keep them coming back.
- Over-promotion – Don’t just push products all the time. Balance it out with content that adds value, like tips, stories, or behind-the-scenes looks.
Start Small, Think Big
Social media marketing doesn’t have to be overwhelming. Start small—focus on one or two platforms, keep your content consistent, and make sure you’re engaging with your audience. As you grow, you’ll see your brand awareness take off, and your business will be ready to buss big time.
In Jamaica, where community and culture are everything, social media is your bridge to connect with the people who will love your brand the most. So, what are you waiting for? Get online, get creative, and let your business grow!
