Small Businesses Embrace the Role of ‘Creator’ to Get Seen

There’s some seriously good news for small businesses right now: Consumer love for independent brands is soaring.

But as any business owner will tell you, a surge in interest brings a whole new set of challenges. With social media now serving as a primary way for consumers to discover brands, small business owners find themselves playing the role of content creators on top of every other hat they’ve got to wear. At the same time, they’re navigating an economy where consumers are more carefully evaluating every dollar they spend.

For our latest Small Business Now report, we surveyed more than 5,000 small business owners and consumers across the U.S., U.K., Canada, Australia, and New Zealand to understand the current landscape.

We discovered that to stay visible while managing the daily hustle of running a business, SMBs (small and midsized businesses) are fundamentally rewriting their job descriptions to embrace the role of “creator” — and leaning on artificial intelligence to get it all done.

Social Media Discovery Means Everyone’s a Creator Now

It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop.

Social media platforms have officially overtaken search engines as a top digital discovery tool, with 49 percent of global consumers finding new small businesses on social media compared to 40 percent using search engines.

To capture that audience, entrepreneurs are stepping directly into the role of content creation.

• Seventy-three percent of small business owners globally now identify as content creators to some degree.
• Within that group, 40 percent identify primarily as creators and 33 percent see themselves as an owner/creator hybrid.
• Nearly half (47 percent) of small business owners handle all of their social media management entirely on their own.

AI is Helping SMBs Get More Done Faster

Faced with the pressure to act like full-time social media managers on top of every other task on their plate, entrepreneurs are adopting AI into their daily workflows.

In the U.S., small business marketing adoption of AI tools has skyrocketed from 26 percent in 2023 to 87 percent as of April 2026.

Rather than trying to expand traditional ad budgets to keep pace with larger businesses, 40 percent of small businesses are leaning on AI and automation specifically to manage their marketing workload.

SMBs aren’t using AI as an experimental hobby; they’re modernizing the way they operate to become more efficient.

• Half of AI users globally report that the primary benefit is saving time.
• Small business owners are primarily using these tools to write copy and content (42 percent) and analyze data (38 percent).
• Platform data from Constant Contact shows built-in AI tools reduce campaign and email creation time by up to 23 percent.

Consumers Want to Shop Small, But Budgets Are Tight

Where customers want to spend their money has shifted dramatically over the last few years. Consumers are actively turning away from enterprise retailers to spend money at smaller independent brands.

• In the U.S., consumer preference for shopping primarily at small businesses nearly tripled over the last five years, rising from 10 percent in 2021 to 27 percent in 2026.
• Consumer preference for shopping primarily at large corporations fell from 47 percent to 33 percent over the same period.

But due to inflation and rising costs, 49 percent of U.S. consumers have been forced to scale back their spending at small businesses.

Because consumers have fewer discretionary dollars to go around, they’re being selective about where they shop. A business’s online presence can no longer just look appealing; it has to communicate real value to earn a place in tighter budgets.

How to Manage Your Marketing Without Burnout

You don’t need a huge budget or an army of employees to capture the wave of consumers who want to spend money with small businesses. Consider these steps:

1. Replace polished marketing with authentic storytelling.

Consumer preference has evolved: they don’t necessarily want highly produced videos or airbrushed photo shoots; they want something real.

Share the unpolished, behind-the-scenes realities of running your business. Authentic storytelling is often faster and less expensive to produce, and it helps build the kind of human connection that larger businesses struggle to replicate.

2. Treat social media profiles as primary search landing pages.

Businesses should treat their social profiles like digital storefronts. Optimize your profiles for people searching for products and services like yours. Treat your bio, captions, and pinned posts like a website homepage. Include relevant keywords, geographic location, operating hours, and product or service descriptions so potential customers can find you.

3. Build your list and send an email.

Your email contacts are a list you can own. Segment your list, set up behavioral triggers, and send the right message at the right time so you're working smarter instead of harder.

That ownership is what keeps you off the burnout treadmill. Instead of chasing platform shifts, you get a dependable line to both prospects and existing customers.

Frank Vella is the CEO of Constant Contact, the AI-powered marketing partner for small businesses and nonprofits.