Social media has become essential for small businesses, acting as a primary way for consumers to discover brands. A survey by Signs.com found that 61% of Americans discovered a small business through Facebook recently, with YouTube (48%), Instagram (46%), and TikTok (45%) also popular. However, the effectiveness of each platform varies by age group. For instance, while millennials and Gen X favor Facebook, Gen Z prefers Instagram and TikTok for discovering businesses. YouTube remains a strong option across generations, particularly for millennials and Gen Z. Trust is a significant factor in consumer engagement. The survey showed that 48% of respondents distrust AI-generated content, with many preferring user-generated content (31%) and brand-created visuals (27%). Gen Z is particularly influenced by influencer content, while older generations lean towards user-generated reviews. Notably, 59% of respondents said they made a purchase based on social media content, emphasizing the importance of authentic and transparent marketing strategies. Attention spans on social media are short. Nearly half of respondents spend 10 seconds or less on a business post before scrolling. Customer testimonials were the most engaging type of content, with 35% stating they watched them for at least 10 seconds. Humor and relatable content resonate strongly with younger users, while Gen X and boomers were more engaged by practical formats like before-and-after posts. Content that drives conversions includes customer testimonials (52%) and product demos (43%), highlighting the need for businesses to focus on authenticity and clarity in their social media efforts.