Boost your Business

Throughout my years as a Media and Communications major at Catholic, I’ve conducted research and experiments on Instagram’s algorithm. By analyzing my data, I’ve understood how likes, comments, and searches shape what we see. It’s fascinating how quickly the algorithm adapts to our preferences—sometimes, I feel like it knows me better than I know myself. 

One topic I never expected to captivate me is small business content. Instagram was once just a place to see friends’ photos, keep up with family, and showcase special occasions. However, with the rise of TikTok, Instagram introduced Reels to compete, shifting its focus toward short-form video content. Many users argue they want “Instagram to be Instagram again,” but the dominance of Reels is undeniable. Small businesses have embraced this change, leveraging Reels to showcase their work—and I’ve fallen down the rabbit hole of their content for hours. 

This made me realize the power of a strong social media presence. While social media has its toxic aspects, it can be a game-changer when used strategically. Statistics show that 20% of small businesses fail within their first year. Often, I see businesses in ghost town locations with little visual appeal or unclear branding. When I search for them online, I struggle to understand what they offer or why I should visit. This lack of a strong digital presence keeps many talented businesses from reaching a broader audience. 

Two accounts that stand out to me are @Cherrysgoods and @Gregory_Mason. I discovered them through the algorithm while watching influencer content—whether it was “Get Ready with Me” videos, makeup reviews, or interior design clips, their videos would always follow. Instead of traditional product promotions, they used clever variations like “Work a Morning Shift with Me” or “Create This New Product with Me”. They found ways to appear in my feed, even in unrelated content categories. The more I saw their videos, the more invested I became. At one point, I searched for their content—proof that their strategy worked. 

A cafe in Australia and a bakery in North Carolina became consistent parts of my scrolling experience. Their success demonstrates how understanding the algorithm and producing engaging content can make a small business feel ever-present. 

Social media isn’t going anywhere. If more small businesses learn to navigate these platforms effectively, we could see fewer of them struggling to survive. I genuinely believe that when used correctly, social media has the power to help small businesses thrive instead of fail.

April 2025