Expert Advice

6 Experts’ Instagram and TikTok Advice for Small Business Owners

February 8, 2022
3 min read

Social media platforms present entrepreneurs with valuable brand awareness and storytelling tools. And with no or low barriers to entry and cost-effective marketing resources, platforms are accessible and prime for entrepreneurs. But with thriving social media pages now expected by consumers, navigating the platforms and optimizing digital marketing has become less of an “extra” and more of a “necessity!” However, with the right Instagram and TikTok advice for small business owners you can effectively grow your audience and improve engagement.

To help you achieve your social media goals in 2022, the Year of Small Business, we asked a panel of social media and digital marketing experts and entrepreneurs to share their top social media and digital marketing tips, plus their go-to resources! 

1. Be consistent

“Consistency, consistency, consistency. TikTok is a short form, entertainment platform. When it comes to posting, post as consistently as possible, as that increases the likelihood and chances you will be able to connect with your audience. The more consistent you are, the better you will get at understanding the nature and dynamics of the platform.”

Martin Vilata, onboarding specialist for TikTok

2. Start small with paid social and experiment

“You never know what will blow up, especially when it comes to video content nowadays on TikTok or Instagram Reels! In terms of paid media, my advice is to start with a small budget so you don’t waste money while learning who your most interested audience is.”

Mayisha Siddiqui, digital marketing consultant for Lemon HQ and designer at Defoe & Co. Jewelry

3. Post daily

“My top social media tip is to show up everyday. If I’ve learned anything from both running my own business and growing on social media, it’s that growth doesn’t happen overnight. In order to build something and gain momentum, you have to show up and put in the work every day. Show up on the days where you feel good and the days that you don’t. Show up when you want to and when you don’t want to. Nothing beats showing up and being consistent for your audience. Posting once and ghosting doesn’t give your audience something to rely on and doesn’t allow them to build a relationship with you.”

Caitlin Campbell, owner of Street Brew Coffee

4. Don’t judge yourself too harshly

“Start creating content. No matter how bad you think it is, you will learn to create better content over time and people want to see themselves in others.”

Andre Smith, owner of loungefit.

5. Don’t compare yourself to others

“Don’t compare your account or success to others. When you can see another person’s “success” with a simple swipe or a tap, it can be easy to compare and doubt. You are just as creative and capable as anyone else on the platforms. If you find yourself playing the comparison game, put your blinders on. Don’t focus on them, focus on your business, on your customers. If you were your customer, what would you want to see? What would you want to know about the products or services you provide? Utilize trends, graphics, and videos to answer these needs!”

Kaitlyn Manktelow, social media manager for Hello Alice

6. Have fun with your social media

“Don’t feel like you have to work for social media. Let it work for you. Not every trend, feature, or even platform will be ideal for you and your small business. Find what works and what you feel comfortable with, and then go all in. And have fun with it! There’s nothing more engaging than a smile and a laugh. Have fun, take your followers on your entrepreneurship ride, and genuine connections will follow!”

Danielle Telleria, senior manager of marketing for Hello Alice


To get more Instagram and TikTok advice for small business check out this recording of our social media webinar:

For more help with your small business social media, check out these additional resources.

For more small business tips and inspiration create a free account on Hello Alice or subscribe to our weekly newsletter.

Actionable Tips

Subscribe now to get instant access to stories from business owners like you, funding opportunities from Hello Alice and our partners, and tips from small business experts.