Social media for a new business: the first 90 days

Key takeaways

Social media for a new business should start small and steady: one or two channels, a clear profile, three recurring formats and a cadence you can hold from day one. Hoping the launch post goes viral is a poor plan. The first 90 days are for building recognition with the right local or sector audience.

• Start with 1 or 2 channels where your buyers already are.
• Complete the profile before the first post.
• Post 2 to 3 times a week from launch, not daily then nothing.
• Set up Google Business Profile alongside social media if you serve locally.
• Judge after 90 days, using enquiries and branded searches.

What should a new business do first on social media?

Choose one or two channels where your buyers already spend time, set up complete profiles with business-owned logins, and plan three recurring formats before posting. The first impression matters: a profile that looks finished and active builds trust immediately.

• Why consistency matters more than going viral on social media
• Choose the right social media platforms for a UK small business

What does the 90-day plan look like?

• Days 1 to 14: profiles, bio, contact details, pinned introduction and first four posts.
• Days 1 to 14: invite existing contacts, customers and suppliers to follow.
• Days 15 to 60: post two or three times a week using three recurring formats.
• Days 15 to 90: reply to every comment and message within a working day.
• Day 30 and 60: short review of what is working.
• Day 90: compare enquiries, branded searches and relevant followers with day 1.

• How to be consistent on social media: a 90-day plan

What should a new business post?

• Who you are and why you started.
• What you offer and who it is for.
• Early work, products or customers, with permission.
• Answers to questions prospects ask.
• Behind the scenes of setting up.

• Social media content ideas for small businesses

Why not aim for a viral launch?

Because a viral launch is unpredictable, reaches mostly people outside your market and leaves a new business with a follower base that does not buy. New businesses gain far more from steady visibility with local or sector buyers, early reviews and a profile that proves the business is real.

• Does going viral actually help a small business?

What else should be in place?

If you serve customers locally, set up and verify a Google Business Profile at the same time; many people will search your name after seeing your posts. Make sure your website or landing page has a clear enquiry route. And check the ASA rules if you plan launch offers or creator partnerships.

• Using Google Business Profile posts alongside social media

What does this look like in practice?

A new UK dog grooming business launched with Instagram and Facebook, a verified Google Business Profile and three formats: Groom of the Week, a care tip and a team post. It posted three times a week from launch. By day 90 it had a few hundred local followers, a steady flow of booking messages and branded searches rising each month.

• See client work

What does it cost to start?

Setting up profiles is free. The main cost is time: about three to five hours a week for one channel at two or three posts a week, falling as templates settle. At about £16.27 per worked hour for a UK employee on the April 2026 National Living Wage, that is roughly £50 to £80 a week in staff time. Outsourced launch support for most UK SMEs sits within the £950–£2,500 monthly range.

• Social media budget for a UK small business

What mistakes do new businesses make?

• Opening accounts on every platform and maintaining none well.
• Posting daily for a month, then stopping.
• Using only stock images instead of real work and people.
• Leaving bios vague about what, who for and where.
• Buying followers to look established.
• Ignoring Google Business Profile.

• Going viral myths that waste small business time
• Social media burnout: stay consistent without it

Next step

Before launch, complete your profiles, prepare four posts and choose three formats. Then commit to a steady cadence for 90 days.