I recently watched an influencer criticize small business owners for liking their own content and encouraging friends, family, and colleagues to engage with it.
As someone with a degree in Digital Media Management and a background in Advertising and Public Relations, I think there’s an important distinction being missed.
Most small businesses don’t have large advertising budgets. Owner engagement, community participation, cross-promotion with related businesses, and support from friends and family are often how content receives its first signals before algorithms begin showing it to a wider audience.
The goal isn’t fake engagement. The goal is visibility.
Every major platform uses engagement signals to help determine what content may be valuable to others. For many entrepreneurs, those first likes, comments, and shares come from people who genuinely want to support their success.
So yes:
✔️ Like your post.
✔️ Share your post.
✔️ Support other small businesses.
✔️ Participate in your community.
It costs nothing to engage, but it can make a meaningful difference for a business trying to grow.
One of the reasons I’m writing marketing-focused eBooks is because there is so much misinformation online. Small business owners deserve practical, realistic guidance—not shame for using the resources they already have.
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