Back when commercials and print ads reigned supreme, small businesses had a tough time competing because of cost concerns. Social media is, for the most part, free. Therefore, you don't really need to invest a lot of money to start using it for marketing. Of course, every business will eventually need to allocate a budget for marketing and promotions. When you do, you don't need to go big all at once. Social media platforms like Facebook and Instagram allow you to set a daily cost limit. The platform will then promote your ad according to your budget.