Small-business owners rely on social media apps to promote their businesses. Many entrepreneurs are confused by the different types of content on different platforms.

The stakes are high for small-business owners who are hoping for a prosperous fourth quarter ahead of a likely recession next year.

Many small business owners have launched comprehensive social-media marketing campaigns in order to convert users into paying customers. They have strategies like trend repurposing.

1. Create content the algorithm will reward

Kar Brulhart is a social media strategist and coach. She said that new features tend to push content out that uses new features.

The founder of a digital financial guide found success online by understanding the constantly changing tools.

That is what will make you successful on social media.

She reads the latest platform memos and watches videos from full-time creators and social-media coaches in order to conduct research.

2. Focus on platforms that serve your current purpose

Entrepreneurs told Insider that different social media platforms have different purposes. Business owners can find new and wider audiences with TikTok's focus on virality.

"We're thinking about how we can have an omni marketing strategy, which means showing up on multiple platforms and getting more eyes on your content," Brulhart said. She said that where your content is displayed depends on what you're doing.

She said that if you want to create content that continues to find eyes, try platforms with a longer shelf-life.

3. Use cross-platform promotion to grow effectively

Cross- platform promotion is an effective way to live. Content shared on one platform can be used on another platform.

"Maybe your goal is brand awareness, so you're creating content that's delightful, that's saveable, and that talks about how you help people." You can use that across channels.

She said that she is a proponent of cross-promotion and that she runs a pottery business as a side hustle. Floyd started her social media career on IG, but now also posts on TikTok to reach people who don't follow her on IG

A post shared by Kelsey Floyd (@kelsrfloyd)

3. User-generated content will grab and engage audiences

Delsy Gouw said that user-generated content is another way to reuse content. After she reposted photos of celebrities wearing her products, her line of hand-crocheted bathing suits and accessories became a full-time company. The Memorial Day account has photos of the musician and model, as well as others.

A post shared by MEMORIAL DAY (@its_memorialday)

"My initial strategy was to work with smaller people, because you don't know where it will take you," he said. A celebrity wants to show their support when they wear it.

4. Use influencers to expand your audience

Social-media marketing is growing at a rapid pace. Kar Brulhart, a social-media coach and expert, said that small businesses should test out branded partnerships.

Small businesses that don't have a lot of money can use influencer marketing to promote their products.

She and her clients create lists of all the people they would like to partner with, contact them, and give them a pitch deck.

All branded partnerships should be included in the contracts of small-business owners.

She said that a more concrete agreement should be put in place to prevent people from making the mistake of sending a product and then telling them to post about it.