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23 July 2026
7-minute read
The business of views: how social media is creating new opportunities (and risks) for Britain’s small businesses
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Britain’s small business owners and tradespeople have always known how to graft. Early starts, long days and work that speaks for itself. For generations, the way you built a reputation was incredibly simple: do a good job and get a recommendation. In fact, recommendations were the engine that kept small businesses in business.
But that’s not just the case anymore. Social media has changed the way people market their business. The same electricians, plumbers and bakers who once relied on word of mouth are now building audiences of thousands. They’re filming their work, editing content and posting videos that, sometimes, turn into something far bigger than they expected.
Social media has become a key part of the modern business owner’s toolkit. At Markel Direct, we surveyed 501 small business owners and tradespeople to find out how they’re turning everyday work into high-performing, shareable content on social media platforms – and to uncover if the work is worth the reward.
From word of mouth to the world: social media is now a business necessity
Not so long ago, going viral was unheard of. For generations of business owners, word of mouth wasn’t just a fast form of advertising, it was essentially the only one that mattered. But that doesn’t seem to be the case anymore, as 68% of survey respondents believe social media is now more important than word-of-mouth marketing.
While outstanding recommendations from customers still count as an important marketing technique, they can’t match the reach of social media. Scroll through TikTok or Instagram on any given day and you might find a landscaper in Bristol turning a neglected back garden into something extraordinary, or a baker creating a masterpiece of a birthday cake, all to an audience of thousands. And these aren’t people who set out to be content creators; they’re business owners who filmed their work and discovered that the rest of the world found it satisfying to watch. It’s so impactful for businesses that nearly three-quarters (72%) now consider social media to be essential to their success, potentially due to the speed and scale it can grow a business.
Customers have also shifted with it. Almost three-quarters (73%) believe their clients now expect them to have a social media presence. It’s no longer a ‘nice to have’; it should be treated as a marketing priority.
The results of social media are real for small businesses
For small businesses, social media has moved well beyond awareness-building, and become a proven engine for commercial growth. It shows it can deliver results: the majority of businesses (84%) say they generate some business through social media, turning likes and follows into a tangible opportunity. Meanwhile 60% of respondents would go as far as to say that they can point to specific work they won as a direct result of something they posted. Plus, it’s not just the reach of each post that brings in the money. 63% say that the process of posting content has directly contributed to income for their business.
Mastering social media takes time and effort to learn and implement into your business strategy, but despite the ongoing effort that goes into maintaining a good social media presence, 68% believe social media delivers value for all the time and resource invested. This would suggest that it’s a marketing channel that’s more than earned its place in the business plan toolkit.
One business owner, many hats
The businesses generating content aren’t always doing it with the help of a marketing team. There’s no social media manager in the back office and no videographer behind the camera. Most often, the person doing the work is also the person filming it, editing it, captioning it and posting it. 78% of respondents state that they photograph or film their work, and 77% manage their own social media. And all of this is done between doing jobs or taking orders, and sometimes even at the end of a long day.
Most business owners can keep the process manageable. 54% spend one to three hours a week on content creation, but over one in ten (11%) admit to spending between four and seven hours. While this doesn’t seem that much, the cumulative weight of it (the pressure to keep showing up, keep posting and keep performing), adds up in ways that go beyond the clock. 65% have never received any social media training, meaning they are figuring it out as they go, navigating an increasingly complex digital landscape entirely by instinct and in front of a near endless audience.
The rise of TradeTok
Nowhere is the power of social media more visible than on TikTok, where an entire ecosystem of trade content has exploded into life. Whether its popularity is because it’s satisfying to watch, people want to learn something new, or it’s genuinely dangerous work that piques their interest, trades have got audiences hooked.
Search for “welding” on the platform and you’ll find more than two million posts where sparks fly and metal melts. Electricians have scooped second place on the list of most popular trades to watch with 1.7 million posts, whilst car detailing sits close behind with 1.6 million posts. These aren’t people grabbing their phones and documenting their hobbies on the weekend - they’re working professionals, filming their craft and finding audiences that would charge a fortune to reach through paid advertising.
But what kind of content works the best for trades? Well, the best performing content falls into three categories: dramatic transformations, high-risk or unusual work, and skilled craftsmanship. These are videos that make the viewer stop scrolling and watch. Things like before-and-afters are appealing because there’s the satisfying arc of a job begun and finished to a pleasing extent. Plus, it’s marketing that doesn’t feel like marketing, which, in the age of seriously sceptical consumers, is precisely why it works.
The top platforms and posts, and who's watching them
When it comes to what small businesses post, the goal for many of them is to underpin authenticity over performance. Which is why, if you scroll through a small business feed, you’re unlikely to find ad campaigns or polished marketing pieces – just the work itself. Finished projects top the list at 49%, followed by before-and-afters at 34% and satisfying process videos at 30%.
These small businesses aren’t chasing the algorithm; they’re chasing specific outcomes. Over a third (33%) say their primary goal is generating leads, while others focus on showcasing their work (28%) or building their profile (22%). Only a small minority (4%) are trying to go viral. The main focus is practical, purposeful content designed to win real business that pays the bills.
Where these posts are launched to is just as considered. Facebook remains the dominant platform at 73%, with Instagram close behind at 63%, as both offer reach and familiarity for a wide audience spectrum. But the generational split is sharp. Among 18 to 24-year-olds, Instagram leads at 77% with TikTok not far behind at 73%. For the over-55s, Facebook commands 75% of usage, with Instagram dropping to 40%. The result is a channel strategy that is less about being everywhere, and more about being in the right place at the right time.
The side of social media nobody talks about
However, for all the bountiful opportunity it creates, social media also carries a weight that many small business owners weren’t entirely prepared for. For many business owners, showing up online doesn’t feel optional, it feels expected.
Over three quarters (76%) say they feel a pressure to be on social media, and more than half (55%) feel a need to create content purely to stay visible. It’s a demand that can sit awkwardly alongside the day job, especially when 60% admit they’d rather be focusing on the work they set out to do in the first place.
And even when they do make the time, standing out is far from easy. In a crowded, fast-moving space, 63% say they struggle to differentiate themselves, turning what should be an opportunity into another source of friction, for business owners trying to stay afloat. Layer onto that the risk of public scrutiny, and the challenge deepens. When it comes to putting yourself, your work and your business out there, you’re opening yourself up to an array of opinions on your craft – and not all of them are going to be positive. In fact, nearly a quarter (24%) have experienced backlash on the content that they’ve posted, with 25% going as far as to remove content after criticism from viewers.
Harsh criticism of work that people have poured time and effort into can be crushing, which could be why 38% have revealed that they’ve held back from posting altogether out of fear of negative reactions. These aren’t unfounded concerns; for a sole trader whose livelihood and reputation are one and the same, a critical comment or misunderstood post can feel very personal.
Social media comes with a new kind of business risk
Beyond the emotional pressures of posting lies a more tangible threat, one that some business owners are dangerously underprepared for. When you film a completed job and post it online, you’re making a series of decisions that carry potential legal consequences. Whose property is in this shot? Did the client agree and do you have that agreement in writing? Is the music you’ve used licenced? Are faces of members of the public visible in the background?
Fortunately, awareness of these issues is reasonably high amongst business owners. 72% of respondents understand that there can be legal implications to posting online. When it comes to obtaining permission and respecting client privacy, 79% know to take extra precautions before sharing content.
But knowing the rules isn’t the same as feeling confident in applying them. In a rush to post, permission can be missed and content can cross lines unintentionally. For some, that has already resulted in consequences. A concerning 19% have admitted that they don’t always get permission before posting, and 20% have been asked to remove content.
But what happens when things escalate? More than a quarter of business owners (28%) wouldn’t know how to respond to a legal complaint, such as what to do, steps to take, who to contact, and how serious the situation really is. So, while social media amplifies visibility, it can also amplify risk too.
It’s concerning because, should something happen, only 39% stated that they have the proper insurance coverage that would protect them in the event of a copyright dispute or confidentiality claim arising from their online activity. 47% admitted to having no cover at all – a massive risk for businesses that have worked hard to build a customer base, reputation and livelihood.
How small businesses can protect themselves when posting online
The good news is that, with a little thought and the right precautions in place, most of the risk is manageable when it comes to navigating the world of social media. Here’s how.
Always get permission before posting client work: Always obtain written consent from the client. It’s the safest approach, and being specific about where content might appear, whether that's social media, a website or advertising materials, avoids misunderstandings further down the line.
Plus, you should always keep records of agreements. A quick email confirmation takes thirty seconds and can save considerable grief later down the line.
Protect client privacy at every stage: Before posting, make sure to check what’s in frame. Think about things like house numbers, vehicle registrations and visible addresses which are all details that can identify a property or a person. Be sure to blur faces where needed and be particularly mindful if children appear anywhere in the background.
Think before you post: It sounds simple, but a moment of pause before hitting publish is genuinely valuable. Could this content reveal confidential information about a client or property? Would you be comfortable if a future customer, business partner or regulator saw it? Remember that deleting a post doesn't delete a screenshot or copies that have already been shared by others online.
Understand the rules around copyright: That trending audio track might feel like the perfect soundtrack for your latest time-lapse but using it without the right licence can create problems. Check platform licensing rules before using popular music.
And while it might sound obvious, you must resist the temptation to repurpose content created by other users without their explicit permission.
Create a simple social media policy for your business: Having a set of guidelines covering points like what can be posted, what needs approval and who is responsible for each outcome gives you a framework to work from. If anyone else ever contributes to your content, make sure they understand those boundaries, especially around privacy and copyright obligations too.
Respond professionally when things go wrong: Criticism and complaints are part of operating publicly, so how you respond matters. Take concerns seriously, act promptly, and if a legitimate privacy issue is raised, remove the content first and ask questions afterwards. Make sure to keep records of all communications relating to complaints or takedown requests.
Review your business insurance: This is perhaps the most practical step of all, and the one most likely to be overlooked. Check whether your business insurance policy covers copyright disputes, privacy breaches or defamation claims arising from your online activity.
Invest in your own knowledge of social media compliance: Ensure that you stay up to date with platform rules and advertising regulations. Learn the basics of copyright, consent and data protection. If social media is generating a meaningful share of your business, it's worth treating it with the same seriousness as any other part of your operation, and that might mean investing in formal training.
Have a plan for when something goes wrong: Know who to contact if a legal complaint arrives. Make sure to keep all documentation relating to client permissions and content creation. And act quickly, as a concern investigated and addressed promptly is far less likely to escalate than one that is left to fester.
Conclusion
Most of Britain's small businesses and tradespeople didn't set out to become content creators. They aimed to do good work, build a customer base, and earn a living. Social media arrived as an opportunity, and most have embraced it because the results speak for themselves. Money is being made by people with a phone, a skill, and an eye for what makes a good video.
But with that opportunity comes responsibility. The legal and financial risks of posting without the right protections in place are real, and they are only growing as online activity becomes more of a central part of how small businesses operate. The gap between awareness and preparedness, particularly when it comes to comprehensive business insurance cover designed for the modern business, is one that is worth closing before a problem arises, not after.
Methodology
The survey was conducted by Censuswide and included 501 UK tradespeople and small business owners using social media to market their business.
