The Biggest Mistakes Small Businesses Are Making on Social Media

Social media is no longer optional for small businesses. It's where customers discover you, learn about what you offer and decide whether or not to trust you. But many local businesses are making simple, avoidable mistakes that are limiting their reach and wasting their time.

At CoGrow, we work with growing businesses across London to improve how they show up online. We see the same patterns again and again, mistakes that can be fixed quickly but have a big impact on visibility, engagement, and growth.

Here are some of the most common ones, and what you can do instead:

Posting without a strategy

Many businesses post just to “stay active” but without a plan, content can quickly become random, repetitive or disconnected from your goals. This leads to low engagement and little return.

Fix it: Have a clear purpose behind every post. Know who you're speaking to, what action you want them to take, and how each piece of content supports your broader marketing goals.

Only Promoting, Never Engaging

Constantly posting offers, promotions, and “buy now” messages turns people off. Social media is not a billboard, it’s a conversation.

Fix it: Mix in valuable content that educates, entertains or inspires. Ask questions, reply to comments, and engage with your local community. Building relationships is key to building trust.

Not Using Video or Reels

Short-form video is one of the most (if not the most!) powerful formats on social. If you’re only posting photos or static graphics, you’re missing out on major reach. Get in front of the camera, there are no rules! Try a trend and have some fun.

Fix it: Start small with behind-the-scenes clips, quick tips, or customer shoutouts. You don’t need a full production team just a phone, good lighting, and a bit of planning.

If you need some help we offer a free TikTok/Reel masterclass bespoke to your business, you’ll take away top tips and a list of content ideas to play around with. Get in touch with us here.

Forgetting Your Audience

If you're a local business, your content should reflect that. Many brands miss the chance to connect with people right on their doorstep.

Fix it: Use location tags, engage with other local businesses and show off your neighbourhood. Mention local events, landmarks, or customer stories that feel personal and real. Highlighting your regular/repeat customer is a great content idea!

Are You Making These Mistakes? Let’s Fix Them

If you're a small business owner in London and any of these points sound familiar, you’re not alone. Most businesses we work with are making at least two or three of these mistakes before we start working together.

The good news? These are easy to fix with the right support.

At CoGrow, we help small businesses create social media strategies that are clear, consistent, and designed to convert. Whether you need help with organic content, paid campaigns, or a complete overhaul, we can get you on track.

Get in touch for a free social media audit or consultation — and let’s turn your social media into one of your strongest business tools.