Battle of the sexes, social media style

Most small businesses are using social media but it seems there’s a gender split

A new report from analysts at Clutch reveals that businesses run by women are using social media more than their male counterparts (74% vs. 66%).

“Women are generally better conversationalists than men,” said Jeff Gibbard, chief social strategist at digital agency I’m From the Future. “They tend to be more expressive and more emotive. It’s no surprise to me why more women business owners use social media.”

The poll also found (perhaps unsurprisingly) that businesses run by younger generations are more likely to use social media than those led by older business owners.

This may be a lot to do with how younger generations – and women – use social media for their social life, which makes them more likely to transfer that to their business use.

Millennials are also more likely to use Instagram and Snapchat than older generations, but Generation Xers and Baby Boomers are more likely to use LinkedIn.

Facebook still king among social platforms

Facebook continues to lead usage among small businesses, irrespective of age or gender, with 86% using it compared to second-placed Instagram on 48%. A small share (12%) only use Facebook.

Overall, 71% of small businesses use social media, and more than half (52%) share content at least once per day. Images and infographics (54%) are the most popular content types that businesses post to social media.


Clutch’s 2018 Small Business Social Media Survey included 351 small business owners or managers from across the U.S. with fewer than 500 employees.

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