Social media was once the golden goose for small businesses—a cost-effective way to connect with audiences, build a loyal following, and promote products or services. But in 2025, the landscape is looking very different. Platforms like X (formerly known as Twitter) and Meta (Facebook and Instagram’s parent company) are under scrutiny. From rising costs and declining organic reach to misinformation and evolving user behaviors, many small businesses are asking themselves, is this still worth it?
Let’s dig into why small businesses are reconsidering their place on X and Meta, explore the growing concerns about misinformation, and examine what the future of social media might hold.
Why Are Small Businesses Saying Goodbye to X?
Elon Musk’s acquisition of Twitter—now rebranded as X—was the start of a turbulent new era for the platform. In 2023, subscription-based features like “Twitter Blue” (now X Premium) frustrated many small businesses who relied on free, organic reach to connect with their audience. Instead of investing in ads, businesses were pushed to pay for verification and visibility.
Other challenges businesses face with X include:
- Toxic Environment: With reduced content moderation, X has become a breeding ground for hate speech, misinformation, and spam. Many users have left the platform, leading to a shrinking audience base.
- Algorithm Changes: Small businesses now find it harder to get content in front of their followers. Instead, the algorithm favors promoted and sponsored content—often requiring ad spend just to stay visible.
- Reduced Trust: Once a platform loses user trust, it becomes less attractive for advertisers and businesses. Unfortunately, X is facing that exact problem right now.
If your small business is still hanging on to X, it might be worth asking if the ROI is truly there anymore—or if your efforts would be better spent elsewhere.
Why Meta Is Losing Its Appeal
Facebook and Instagram once dominated the small business social media space. But over the last few years, cracks have begun to show in Meta’s empire. From data privacy concerns to shifting user demographics, the platforms have lost some of their luster.
Here’s why small businesses are saying goodbye to Meta:
- Declining Organic Reach: It’s no secret that Facebook’s algorithm has deprioritized organic posts from business pages. If you’re not running ads, your content is likely reaching only a tiny fraction of your audience.
- Rising Ad Costs: While running ads used to be a cheap way to drive traffic, Facebook’s ad platform has become more expensive. Many small businesses can’t justify the cost, especially with tighter budgets.
- Evolving Demographics: Younger audiences are flocking to platforms like TikTok and YouTube, leaving Facebook with an aging user base that might not align with your target market.
- Misinformation Epidemic: Meta has been criticized for its role in spreading misinformation, which has hurt its credibility among users and advertisers alike.
As these platforms become more challenging and less effective for small businesses, many are turning to alternatives. But what’s next for social media?
The Misinformation Dilemma
One of the biggest issues plaguing social media is the rise of misinformation. From fake news to misleading ads, these platforms are under fire for their role in spreading harmful content. For small businesses, this creates a problem. You want to build trust with your audience, but if you’re active on platforms known for misinformation, it can hurt your reputation by association.
Platforms like X and Meta have made some attempts to combat misinformation, but the results have been inconsistent. And while many users are demanding more transparency and regulation, these changes could take years to implement—if they happen at all.
What Does the Future of Social Media Look Like?
The social media landscape is shifting fast, and small businesses need to be nimble to stay ahead. Here are some trends that could shape the future of social media:
- Decentralized Platforms: Tools like Mastodon and Bluesky are rising in popularity. These platforms are community-driven and prioritize user control over algorithms and moderation.
- Niche Communities: Instead of trying to capture everyone, businesses might focus on highly engaged audiences within smaller, more targeted platforms (e.g., Reddit or industry-specific forums).
- The TikTok Ban Effect: With ongoing discussions about banning TikTok in the U.S. due to national security concerns, some businesses are preemptively leaving the platform. While TikTok has been a powerhouse for viral content and connecting with Gen Z, many companies worry about the uncertainty surrounding its future. If a ban were to happen, it could leave businesses scrambling for alternatives—and emphasizes the importance of diversifying your social media presence.
- Authenticity First: As users grow tired of polished, curated content, platforms like TikTok and BeReal have shown that raw, unfiltered posts resonate more. Small businesses should embrace this trend.
- Social Search Optimization: More users are treating social platforms like search engines. Optimizing your content for discoverability on TikTok, YouTube, or Pinterest could be a game-changer.
- Privacy-Centric Platforms: With growing concerns over data privacy, platforms that respect user data (and don’t rely on invasive tracking) are gaining traction.
Should Your Business Leave X and Meta?
There’s no one-size-fits-all answer. Some businesses still thrive on these platforms, but if you’re not seeing results or feel uneasy about their practices, it’s worth exploring alternatives. Focus on platforms that align with your audience, values, and goals. Diversifying your online presence can also reduce your reliance on any single platform. Remember, your marketing strategy doesn’t have to live and die by social media. Building a strong website, investing in SEO, and leveraging email marketing are all ways to create a sustainable digital presence without relying solely on X or Meta.
If you’re ready to explore new strategies and take your marketing to the next level, PSM Marketing can help! We specialize in helping small businesses like yours grow with personalized, data-driven solutions. Contact us today to start building your future-proof marketing plan!
Common Questions
1. Are small businesses really leaving X and Meta?
Yes, many small businesses are leaving X and Meta due to rising costs, declining organic reach, and ethical concerns like misinformation and data privacy.
2. What are the best alternatives to X and Meta for small businesses?
Platforms like TikTok, LinkedIn, Pinterest, and YouTube offer great opportunities depending on your target audience. Emerging platforms like Mastodon and Bluesky are also worth exploring.
3. How can small businesses combat misinformation online?
By focusing on transparency, fact-checking, and ethical marketing practices, small businesses can build trust with their audiences. Avoid promoting content on platforms with reputations for spreading misinformation.
4. Is social media still worth it for small businesses?
It depends on your audience and goals. Social media can still be effective, but diversifying your marketing strategy is key to long-term success.
5. What other marketing strategies should small businesses consider?
Investing in SEO, email marketing, and content marketing can yield high returns. Building a strong website and focusing on customer retention are also essential.