Small business owners are wearing more hats than ever before. They are founders, marketers, customer service representatives, salespeople, and now, according to new research from Constant Contact, they are increasingly becoming creators.
A newly released Small Business Now report from Constant Contact paints a clear picture of a major shift taking place across the small business community. The study, which surveyed more than 5,000 business owners and consumers globally, found that small businesses are embracing social media content creation and artificial intelligence (AI) at unprecedented levels as they compete for consumer attention.
The findings arrive at a time when consumer interest in supporting independent businesses continues to climb. Yet small business owners still face economic pressures, staffing challenges, and increasing demands on their time.
The Emergence of the SMB Creator
For years, content creators and influencers were viewed as separate from traditional business owners. That distinction is beginning to disappear.
According to the report, 73 percent of small business owners globally now identify as creators in some form. Forty percent primarily view themselves as creators, while another 33 percent see themselves as both business owners and creators.
This shift reflects a new reality. Consumers increasingly discover brands through content before they ever visit a website, make a phone call, or walk into a store.
The modern small business owner is producing videos, sharing behind-the-scenes stories, publishing educational content, and engaging with customers daily. Their content serves a direct business purpose. It attracts new customers. It builds trust. It encourages repeat purchases.
Nearly half of small business owners surveyed, 47 percent, manage their social media efforts themselves.
That statistic speaks volumes. Many entrepreneurs are still handling content creation without dedicated marketing teams. They are writing posts during lunch breaks, recording videos between client meetings, and responding to comments late at night.
It is the digital equivalent of running the cash register while stocking shelves and greeting customers at the front door.
Social Media Has Become the New Storefront
The report highlights a significant change in how consumers discover businesses.
Social media now ranks as the leading digital discovery channel globally. Forty-nine percent of consumers use social platforms to find new small businesses. Search engines came in second at 40 percent.
That finding should capture the attention of marketers.
For decades, search engines served as the primary gateway between consumers and businesses online. Search remains important. SEO (Search Engine Optimization), which refers to improving visibility in search engine results, still plays a major role in customer acquisition.
Yet social media has become the first stop for many consumers.
Platforms such as Instagram, TikTok, Facebook, LinkedIn, and YouTube increasingly function as discovery engines. Consumers often encounter a business through a video, post, review, or recommendation long before conducting a search.
Many business owners have noticed this trend firsthand. A customer may walk into a store and say, “I saw your video on Instagram.” That interaction is becoming more common than hearing, “I found you on Google.”
Business Owners Still Value Channels They Control
Social media may dominate discovery, but small business owners are not placing all their bets on third-party platforms.
One of the more interesting findings in the report is that 41 percent of SMB owners globally say they are very confident their businesses would survive if social media disappeared tomorrow.
That confidence stems from investments in owned marketing assets.
Owned channels include email marketing lists, customer databases, websites, loyalty programs, and direct customer relationships. Unlike social platforms, these assets remain under the business owner’s control.
Many experienced marketers have long warned against becoming too dependent on any single platform. Algorithm updates can reduce visibility overnight. Platform policies can change without warning.
Businesses that own their customer relationships tend to be better positioned for long-term stability.
AI Adoption Has Moved from Experiment to Standard Practice
The report’s most striking numbers may involve artificial intelligence.
AI adoption among U.S. small businesses has surged from 26 percent in 2023 to 87 percent in 2026.
That increase represents one of the fastest technology adoption curves seen among small businesses in recent years.
Frank Vella, CEO of Constant Contact, believes AI is helping business owners reclaim valuable time.
According to Vella, business owners are using AI to automate repetitive tasks, process data more efficiently, and spend more time building customer relationships.
The report supports that assessment.
Half of AI users globally identified time savings as the primary benefit. Common applications include content creation, email marketing, customer communication, campaign planning, and data analysis.
For small businesses, time is often the most limited resource. Every hour spent formatting an email campaign or analyzing customer data is an hour not spent serving customers or generating revenue.
Internal Constant Contact data suggests AI can reduce email production time by as much as 23 percent.
That may sound modest at first glance. Across dozens of campaigns each year, those saved hours begin to add up quickly.
Marketing Efficiency Is Becoming a Competitive Advantage
The report found that 40 percent of SMBs are turning to AI and automation as a strategic response to increasing marketing demands.
Rather than hiring additional staff or working longer hours, many businesses are using technology to increase efficiency.
This trend reflects a broader shift in small business operations.
Automation tools can schedule social media posts, segment customer lists, recommend content ideas, generate draft copy, and analyze campaign performance. Tasks that once consumed hours can now be completed in minutes.
Business owners are not replacing human creativity. They are reducing repetitive work.
That distinction matters.
Consumers still value authenticity. They want genuine stories, personal experiences, and real human connections. AI helps create space for those interactions by handling many administrative tasks behind the scenes.
Consumers Want Transparency About AI Use
As AI adoption grows, consumer expectations are evolving as well.
The report found that 46 percent of consumers globally want businesses to clearly label AI-generated content.
Small businesses appear to be responding.
Thirty-seven percent already disclose their use of AI openly.
This issue will likely become more important over time. Consumers increasingly care about authenticity and transparency. Businesses that communicate openly about how AI is used may build stronger trust with customers.
There is a practical balance to strike. Most customers care less about whether AI assisted with drafting an email and more about whether the information is accurate, helpful, and honest.
Consumer Support for Small Businesses Continues to Grow
One of the report’s most encouraging findings involves consumer buying preferences.
In the United States, the percentage of consumers who say they shop mostly at small businesses has nearly tripled over the past five years.
That figure increased from 10 percent in 2021 to 27 percent in 2026.
The trend suggests consumers are actively looking for alternatives to large corporations.
When asked why they choose small businesses, consumers most often cited unique products and support for local economies.
Those motivations reflect something many small business owners have known for years. People enjoy buying from businesses that feel personal. They appreciate originality. They appreciate community involvement. They appreciate dealing with people rather than faceless corporations.
Consumers often vote with their wallets. The report suggests many are casting votes for local and independent businesses.
Inflation Continues to Create Challenges
There is a catch.
Consumer support for small businesses may be rising, but spending power remains constrained.
Nearly half of U.S. consumers surveyed, 49 percent, reported reducing or significantly cutting back their spending at small businesses because of inflation.
This creates a difficult balancing act.
Consumers want to support independent businesses. Many simply have less money available after paying for housing, groceries, utilities, and other necessities.
For small business owners, that means earning customer loyalty becomes even more important.
Businesses must communicate value clearly. They must build relationships consistently. They must remain visible across multiple channels.
Those goals align closely with the creator-focused marketing strategies highlighted throughout the report.
The latest findings from Constant Contact reveal a small business community that is adapting quickly. Owners are becoming creators. Social media has become a primary discovery channel. AI is moving from curiosity to daily business tool. Consumers are showing stronger support for independent businesses, even as inflation affects spending decisions. The businesses that combine authentic storytelling, direct customer relationships, smart use of technology, and consistent communication appear best positioned to capture attention and retain customers in the years ahead.