76% of UK Small Business Owners Create Social Media Content Every Week, Research Finds

More than three-quarters (76%) of UK small business owners and tradespeople now spend time every week creating or editing social media content for their business, according to new research from specialist insurer Markel Direct. 

While the findings span businesses across multiple industries, they reflect a growing challenge for beauty professionals, salon owners, clinic operators and spa businesses, where platforms such as Instagram, TikTok and Facebook have become essential marketing tools for attracting new clients, showcasing treatment results and building trust. 

The survey of 501 UK small business owners and tradespeople found that more than half (54%) spend between one and three hours each week creating content for social media. Meanwhile, 11% spend up to a full working day every week managing their online presence. 

The research builds on a previous Markel Direct study into overworking among self-employed people, which found that 57% regularly work beyond their normal hours, 40% feel pressure to remain reachable outside working hours and 57% have worked while ill. 

Social media marketing adds pressure for business owners 

The findings suggest many business owners are taking on the role of social media marketer without formal support or training. 

Almost seven in 10 respondents (69%) said they have never hired someone to create content on their behalf, while 65% have never received social media training. 

Despite this, many still feel they need to maintain a consistent online presence. 

The research found that: 

For beauty businesses, where before-and-after images, treatment videos, client testimonials and educational content can all play a role in attracting bookings, maintaining a regular social media presence can become another task alongside delivering treatments and running the business. 

Negative comments and online criticism affect confidence 

The research also highlighted the emotional impact of maintaining an online presence. 

Nearly a quarter (24%) of respondents said they had experienced negative comments online, while 25% had edited or deleted posts following criticism. 

Fear of backlash is also preventing some business owners from posting altogether, with 38% saying they have held back from sharing content because of concerns about negative reactions. 

Among entrepreneurs aged 18 to 24, more than half said fear of negative responses had stopped them posting on social media. 

Research highlights legal risks of sharing client content online 

The study also explored how prepared businesses are for the legal responsibilities that come with posting online. 

Just 39% said they have insurance that covers legal action relating to issues such as copyright infringement or breaches of confidentiality connected to their social media activity. 

By comparison, 47% said they do not have this type of protection, while 8% were unsure whether they were covered. 

The research also found that: 

Businesses urged to understand consent and copyright rules 

Commenting on the findings, Rob Rees, divisional director at Markel Direct, said, "Social media has become one of the most powerful ways for small businesses to showcase their expertise and attract new customers, but many business owners don't realise that the same rules around consent, copyright and confidentiality apply online as they do offline. 

"Many entrepreneurs have effectively become marketers overnight, often without formal training or dedicated support. Taking a few simple steps, such as obtaining written permission before sharing client projects and understanding what insurance protections are available, can help reduce the risk of disputes further down the line." 

Research methodology 

The research was commissioned by Markel Direct and surveyed 501 UK small business owners and tradespeople about how they use social media to market their businesses. The findings are intended to represent small businesses across multiple sectors and are not specific to the beauty industry. 

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