Key stat: 68% of small-business owners in select countries say social media posting and paid ads will drive the most value for their business in 2026, more than any other channel, according to a January survey from Constant Contact.

Beyond the chart:

• The commitment reflects real momentum, not just aspiration. Some 33% of small businesses now use TikTok, up from 17% in 2023, per the SBE Council.
• Meanwhile, the channel comes with a trust liability that falls hardest on smaller, less-established brands. Some 54% of consumers say their confidence in a brand declines after encountering a scam related to it, even if the brand wasn't directly responsible, per Clutch.

Use this chart: Drop this in your next SMB strategy or social media planning meeting to show where small businesses are concentrating their channel investment. Use the ranked list to benchmark your clients' or brand's mix against where small-business owners are putting their growth expectations, and make the case for social's lead position.

Related EMARKETER reports:

• YouTube for Social Media Teams 2026 (EMARKETER subscription required)
• Creator Economy 2026 (EMARKETER subscription required)

Methodology: Data is from the February 2026 Constant Contact report titled "Small Business Now: Small Businesses Double Down for 2026." More than 1,500 small-business owners in Australia, Canada, New Zealand, the UK, and the US were surveyed during January 2026.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.