The Power of Social Media Influence for Small Business
What two social media influencers from Europe can teach Americans about small business.
Published: January 2026
Social media influence is a powerful thing—and over the past few weeks, our Northern Michigan community has been reminded of just how powerful it can be.
Unless you have been buried in a snow drift in Northern Michigan, you may have heard of Josh and Jase, two social influencers from England who have built massive followings on TikTok, Instagram, and Facebook. They’re currently traveling the United States and documenting their journey online. I personally had not heard of them until several businesses I follow started posting about them and tagging and sharing their posts. That’s how I discovered that they’re now touring Northern Michigan—and honestly, their content immediately caught my eye.
Now, for this article, I want to be clear: I’m intentionally not tagging them. Not because I don’t appreciate what they’re doing, but because I don’t want it to seem like I’m trying to hitch a ride on their fame. Instead, my goal is to illustrate a broader point about how social media influence works—and why small business owners should absolutely leverage it when they can.
Social Media at Its Best: Community, Connection, Conversation
Josh and Jase are demonstrating exactly why social media was created in the first place:
- To share experiences
- To build community
- To spark conversation
- To create connection
When social platforms turn into nothing but a catalog of ads, they lose their magic—and they stop working the way they were designed to.
But in Northern Michigan, we’re seeing the opposite happen. Josh and Jase are arriving in new towns, and the community is genuinely embracing them. Businesses are welcoming them, sharing content, and joining a conversation that already has momentum. In turn, the duo is posting to millions of followers who are actively liking, commenting, and sharing.
What happens next?
Organic exposure.
Authentic reach.
Community-driven visibility.
That’s the real power of social media influence.
What Small Businesses Can Learn from This Moment
Most small business owners in Northern Michigan—or anywhere in the country—don’t have two million followers. And that’s okay. You don’t need millions to make an impact.
What you do need is participation.
When you engage in conversations relevant to your audience, when you share content they care about, when you interact with people who are already capturing the community’s attention—you expand your reach naturally.
By staying involved, you:
- Humanize your brand
- Become part of the local conversation
- Increase awareness of your products or services
- Strengthen community ties
- Build visibility without paying for ads
Sharing an influencer’s post doesn’t replace creating your own content, but it complements it. It gives you a chance to present your business in a real, active, community-centered way.
Consistency Beats Popularity Every Time
Social media only works if you use it the way it was intended:
- Stay connected
- Share consistently
- Be authentic
- Be relevant
- Engage meaningfully
If you only post sporadically—or only when you want to sell something—you can’t expect the tools to work for you.
The businesses getting attention today aren’t the ones with the biggest budgets. They’re the ones participating in the community, online and offline. They’re the ones sharing content that feels real. They’re the ones keeping up with conversations their audience already cares about.
That’s what builds trust.
That’s what builds presence.
And that’s what will continue to build visibility long after the current trend moves on to another city.
About Noacol Creative
Noacol Creative is a marketing consulting and coaching company based in Northern Michigan, helping small businesses, freelancers, startups, and entrepreneurs across Michigan—and around the country—build a stronger, more effective online presence.
We focus on affordability, authenticity, and real results. Whether you’re trying to get your business online for the first time or you’re ready to take your digital presence to the next level, we’re here to guide you every step of the way. Follow our page so that you do not miss any of our upcoming articles, tips, tricks, and the occasional meme.