Social media is no longer just a communication channel: it has become an essential platform for visibility, engagement, and business growth in the digital environment. Global adoption exceeded 5.6 billion active identities in 2025, representing about 65-68% of the world’s population on social media, with an average daily usage time of approximately 2 hours and 20 minutes. These trends are particularly relevant for companies that aspire to be seen, heard and chosen by their customers.
In this article, we explore key social media strategies, the importance of social media for small businesses, the most suitable platforms and best practices for communicating and converting online.
The importance of social media for businesses
Being present on social media is no longer optional – it is a strategic necessity. With an ever-growing user base, businesses that use these platforms strategically benefit from:
– Increased brand awareness in local and global markets.
– Building proximity and trust with the target audience.
– Turning followers into customers and ambassadors.
– A consistent digital presence integrated with other marketing actions.
In Portugal, around 71.9% of the population has active social media accounts, which indicates a huge potential for communication and interaction with consumers.
More than just promoting products or services, social media allows you to consolidate your brand, generate engagement and create added value for customers.
Benefits of a strategic presence
A structured approach to social media offers clear advantages:
– Direct, two-way communication with customers;
– Targeted campaigns and resource optimisation;
– Development of authority and consistent reputation;
– Monitoring and analysis of metrics for informed decisions.
Recent reports also indicate that brands with advanced social programmes tend to integrate advanced content and optimisation practices, which improves results over time.
Most used social networks and their relevance
Not all platforms work the same way for every business. Currently, the most relevant include:
– Facebook – reaches diverse audiences and allows for broad targeted campaigns.
– Instagram – focus on visual content, stories, and reels.
– LinkedIn – ideal for professional networking and B2B.
– TikTok – rapid growth with short, viral content.
– X (formerly Twitter) – real-time trends and conversation.
These platforms are essential for strengthening digital presence and effectively integrating digital marketing strategies.
Most popular social networks in Portugal and current trends
In Portugal, social network usage is high, with millions of active users on platforms such as Facebook and Instagram. These channels are fundamental to local strategies, as more than 54.7% of Portuguese people who use social networks follow brands and companies on digital platforms.
How different audiences use social media (with data for 2025/2026)
In 2025, around 7.49 million Portuguese people will have social media profiles, representing around 71.9% of the country’s total population. This widespread adoption means that different demographic segments use these platforms in different ways, creating strategic opportunities for brands that know how to communicate with each group.
– Young people (≈ 18–34 years old)
Younger people spend more time on social media: around 1 in 4 people aged between 18 and 34 spend more than 3 hours a day on social media, reflecting habits of intensive consumption of fast and interactive content, such as short videos or visual content.
– Adults (≈ 35–49 years old)
This age group contributes significantly to the use of platforms such as Instagram and Facebook, which are popular for both personal and professional life and for researching products and services. National studies indicate that more than 54.7% of Portuguese users follow brands and companies on social media, reinforcing the importance of an active and relevant presence.
– General public and older age groups
Platforms such as Facebook continue to have high penetration, especially among older groups or users who value informative content, news and personal connections. Although Instagram is often used more on a daily basis, Facebook is still present in many Portuguese households.
Reach of key platforms
– Instagram: around 6.35 million users in Portugal (≈ 61% of the population) – very strong among adults and young people.
– TikTok: around 4.11 million adult users and sharp growth among younger groups.
– LinkedIn: around 6.10 million registered members, focusing on professional and B2B audiences.
This data shows that, in Portugal, social media is not homogeneous in terms of usage: young people tend to prefer short, interactive formats (such as TikTok and Instagram Reels), while older age groups continue to use traditional platforms such as Facebook. Understanding these differences is crucial to defining an effective social media strategy that is aligned with the actual behaviours of the target audience.
Best platform for small businesses
For small businesses, choosing the right platforms is crucial. Instagram and TikTok allow for creative content at an affordable cost, while Facebook continues to offer strong returns on targeted campaigns.
The selection should be based on:
– Clear business objectives;
-Target audience profile and behaviour;
-The type of content that best communicates value.
How to choose the right social media platforms to promote local businesses
An effective digital presence for local businesses requires careful assessment of the target audience, product or service, and marketing objectives. Rather than being present on all platforms, it is essential to choose the channels that really influence purchasing decisions at the local level.
Communication strategies should focus on:
– Content that is relevant and useful to the local community;
– Encouraging interaction, comments, and reviews;
– Geographically targeted advertising;
– Continuous monitoring of metrics for strategic adjustments.
In this context, Google My Business (Company Profile on Google) plays a central role in promoting local businesses. This platform allows the company to appear in search results and on Google Maps when potential customers search for services or products in their geographical area. In addition to enhancing local visibility, Google My Business facilitates access to essential information such as location, opening hours, contact details, photos and reviews, directly influencing consumer decisions.
For local businesses, combining traditional social media (such as Instagram and Facebook) with an optimised presence on Google My Business significantly boosts visibility, credibility and customer acquisition at the exact moment when there is an intention to purchase.
The need for businesses to be present on social media
Being absent from social media can result in invisibility to potential customers. A strategic presence:
– Increases visibility and reputation;
– Strengthens customer relationships;
– Improves return on investment in digital actions;
– Consolidates presence in the modern market.
How to post effectively on social media
Posting effectively requires more than frequency – it requires relevant, consistent content that is optimised for each audience. It is essential that each post reflects the brand’s voice, visual identity and positioning, which is only possible through solid social media branding . When branding is designed specifically for these platforms, communication becomes more consistent, recognisable and aligned with business objectives, strategically reinforcing digital presence.
Good content practices
– Combine educational, interactive and promotional content;
– Use high-quality images and videos;
– Post at times when your audience is most active;
– Monitor metrics such as reach, engagement and conversions;
– Continuously adjust based on the data collected.
These principles are fundamental to ensuring not only visibility, but also impact and concrete results in the digital presence of any business.
Social media is now an essential pillar for any business that wants to grow, communicate strategically and build lasting relationships with its audience. However, achieving consistent results requires planning, technical knowledge and an approach aligned with the brand’s objectives.
If you are looking for professional support to structure, optimise and manage your digital presence, learn about our social media management service and discover how we can help transform your online communication into real results.
