From scroll speed to trust signals, new survey data reveals what drives action on social media.

Social media has become the new storefront window for small businesses — something businesses are increasingly investing in to either market their brand or sell their products or services. While businesses may invest more time and effort into social media, not all may be honing in on the proper methods. For example, with the average attention span lasting only 47 seconds, publishing long-form podcasts about your product may not always be the best method.

To help small business owners market smarter, not harder, Signs.com surveyed 1,000 Americans to uncover how consumers today discover new businesses, what inspires trust, and which types of content drive them to purchase. The findings reveal that all businesses can find social media “sweet spots” for engagement that vary by platform, content type, and generation.

Key Takeaways

• • 61% of Americans discovered a small business through Facebook in the past six months, followed by YouTube (48%), Instagram (46%), and TikTok (45%).
• • Nearly half (49%) spend 10 seconds or less on a small business post before deciding to scroll past.
• • 48% say AI-generated content makes them less likely to trust a small business’s social media presence.
• • Nearly 3 in 5 (59%) have purchased from a small business because of their social media content.
• • 52% were most influenced by customer testimonials or reviews when deciding to buy from a small business.
• • Gen Z is the most likely to find small businesses on TikTok (75%) and Instagram (70%).

Where Americans Discover Small Businesses on Social Media

Discovery is the first step in any customer journey — and for small businesses, the right platform can make all the difference. When picking the social media site to invest in, the most popular social media sites may also indicate which sites would be worthwhile to post on. The top five of Statista’s most popular social media sites were also among the top social media sites that most of our survey respondents used to discover new small businesses. In particular, when asked where they’re most likely to find new small brands or products, 61% of U.S. consumers said Facebook. But the picture shifts dramatically by age group.

For example, millennials and Gen X were the biggest Facebook discoverers, at 69% and 57% respectively. But for Gen Z, Facebook trailed behind other platforms. Just 53% said they discovered businesses there. Instead, 70% of Gen Z and 54% of millennials discover brands on Instagram, and 76% of Gen Z also cited TikTok — making it their top discovery tool. 

YouTube emerged as a steady player across generations, particularly among millennials (53%) and Gen Z (60%). Another emerging channel for younger consumers is Reddit. While it didn’t rank among the top platforms overall, 17% of Gen Z and 14% of millennials said they’ve discovered small businesses through Reddit.

The Content People Trust Most

While many businesses may look to social media algorithms to dictate what content they should publish, looks can be deceiving, especially in the eyes of the consumer. When asked which types of content they trust most, 31% of consumers said user-generated content (UGC) — the highest overall. Brand-created visuals came next at 27%, followed by influencer shoutouts or reviews at 20%

Gen Z stood out for their high trust in influencer content, with 30% citing shoutouts or reviews as most trustworthy — far above boomers at just 4%. Individuals in Gen Z also gravitated toward unboxing or haul videos (29%) more than any other age bracket. Millennials, meanwhile, leaned into more polished sources like brand-created videos (30%) and behind-the-scenes content (21%). Older generations showed a stronger preference for user-generated content, with 33% of Gen X and 31% of boomers selecting it as their most trusted source.

What Breaks Trust on Social Media

When it comes to trusting businesses, the newest innovations in marketing aren’t always the most reliable, according to consumers. For instance, McKinsey found that 29% of businesses are either planning to use or have already scaled AI within marketing and sales operations. Despite this, more and more consumers see a reliance on AI as a red flag, especially among our survey respondents. Nearly half of respondents (48%) said that using AI-generated content made a post feel less trustworthy, making it the most common concern overall. It isn’t just AI, either. Stock photos came next, cited by 41%, followed by posts that omit pricing or key details (38%) and overly polished visuals (38%).

Red flags varied by generation. Gen Z expressed the strongest skepticism toward AI-generated content (64%) and stock imagery (50%). Millennials also viewed those signals negatively, while Gen X and boomers were more likely to focus on missing product information, with 43% of both groups citing it as a concern. Among all age groups, Boomers stood out for being least responsive to turned-off comments (46%) and paid partnership labels (36%). 

While many businesses may see higher production value as a best practice, the data points to a more complicated reality — one where high-effort posts can still erode trust if they lack transparency or feel impersonal. Instead, authentic, tried, and true marketing materials still have the potential to yield the best results in the age of AI.

Content that Captures Consumers’ Attention Spans

With more than 64% of Americans admitting to “doomscrolling” — the act of mindlessly scrolling without the intention to stop — it’s becoming more and more challenging to capture the attention of users. While some businesses may ask themselves how short their content must be to capture our collective attention spans, that’s not necessarily the right question. Instead, our survey found that it may be more prompt to ask the type of content that stops users in their tracks. 

When we asked what types of small business content kept people watching for at least 10 seconds, reviews came out on top. About 35% said they stuck around for customer testimonials, followed by personal stories (31%) and funny or relatable hooks (29%). Before-and-after comparisons also held attention for a solid chunk of viewers (28%).

Younger users were especially likely to pause for humor and trends. Gen Z was the most engaged group for funny hooks (37%) and eye-catching visuals (33%), while millennials showed nearly as much interest in both. Gen X and boomers leaned more toward practical formats like before-and-after posts — and across every generation, customer reviews consistently held attention. Scroll time may be short, but the right story can still stop thumbs mid-swipe. 

Some formats, however, struggled to capture attention at all. When asked what they usually skip, respondents pointed most often to AI-generated or automated content (29%), followed by posts about social or political topics (22%), trending audio or format-driven posts (19%), personal stories or business journeys (11%), and before-and-after comparisons (10%). Consumers may view this type of content as either inflammatory or something they simply don’t resonate with.

The Content That Converts

Not all content just builds awareness — some drives real action. When asked which types of posts were most likely to influence a purchase, more than half of respondents (52%) pointed to customer testimonials or reviews. Product demos or tutorials followed at 43%, suggesting that proof and clarity often carry the most weight in driving conversion.

These top-performing formats showed relatively consistent influence across age groups, but some generational differences stood out. Gen X showed the strongest response to product demos, with 50% saying these posts swayed their decisions. Boomers also placed above-average trust in demos (41%) and gave higher-than-average weight to behind-the-scenes or origin story content (26%). 

Younger consumers leaned more heavily into trend-driven content. Thirty percent of Gen Z said trends like “TikTok Made Me Buy It” or GRWM-style posts — where influencers divulge their favorite products — persuaded them to make their own purchase. Gen Z was also most likely to be swayed by before-and-after content (30%), while millennials responded most to customer reviews (52%) and giveaways or promotions (28%). 

With the vast array of content that influences consumers’ decisions, it’s no wonder that many businesses take a broad marketing approach and utilize every type of advertising available.

How Small Businesses Can Own Their Sweet Spot

Ultimately, social media marketing is a constantly changing game. Different formats play different roles across the funnel, and not every post performs the same way. Small businesses that align content types with platform behaviors and consider how audiences engage in real time may be able to build trust and drive meaningful interaction, as opposed to those who don’t take these considerations into account. 

At the end of the day, how audiences view your social media content depends on how you’re delivering it and who is looking at it. What matters most is that you take a look at your strategy and change it in ways that reflect how people actually find, evaluate, and engage with content online.

Methodology

We surveyed 1,000 U.S. consumers. Responses were stratified and segmented by age, gender, and other key demographics to ensure balanced insights. All responses were self-reported, and due to rounding, some percentages may not add up to exactly 100%.

About Signs.com

Signs.com is a leading provider of custom signage for businesses of all sizes. From banners and decals to fully customized storefront displays, Signs.com empowers entrepreneurs and organizations to create high-quality, professionally designed signage that makes an impact — online and offline.

Fair Use Statement

This content is available for non-commercial use. When referencing this study, please credit Signs.com and include a link back to this page.

One of the basics before ordering a yard sign is knowing the different sign regulations that apply to both businesses and private property owners. State laws on signage are usually straightforward, but there’s another layer to consider: the homeowners’ associations (HOAs) and their rules.

While they claim to maintain a “peaceful” neighborhood, many HOAs sometimes create rules so restrictive that they spark more frustration than harmony. This is especially true when putting up lawn and yard signs, which can become a surprisingly contentious issue.

We explored online discussions and social media posts, compiling some real-life examples of how different HOAs enforce yard sign rules and how these affect homeowners.

Rule #1: You Cannot Put Yard Signs on Your Property

One of the most common and frustrating rules that most HOAs enforce forbids placing yard signs on your own lawn. Even if state laws allow it, HOAs often issue fines, prompting residents to find creative loopholes to keep their messages visible!

• Can’t put up signs on grass? They didn’t mention anything about car signs on the lawn! [2]

 


 
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• Not allowed to put up yard signs? Well, better define yard in your rules next time! [3]
   
  
  
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Rule #2: You Can Put Yard Signs on Your Lawn (But Not Really)

Some HOAs appear to allow yard signs but later penalize the homeowners. Regardless of whether it’s a lack of oversight on the HOA or fines through “technicality”, this misleading practice can be frustrating, making the so-called “permission” feel more like a trap.

• Home renovations usually take a few days to a week to finish. So, how long should a renovation yard sign be up? 24 hours? Sounds reasonable if you are the HOA. [4]
   
  
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• The HOA rewarded a man’s kind gesture with fines because the sign is “unsightly”. When he appealed, they shifted the goal post! Legal battle ensues. [5]
   
  
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Rule #3: You Can Only Put Yard Signs That the HOA Approves

What’s more infuriating than HOA yard sign restrictions? Selective yard sign permissions! Some HOAs permit only signs they approve of, which often leads to bad cases of discrimination and bias. This “rules for thee, not for me” approach leaves many homeowners feeling frustrated and unfairly treated.

• An HOA group will only allow you to put up flags and signs that have three colors or fewer. Are they implying something here? Anyways, the loopholes people suggest are funny. [1]
   
  
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• Imagine an HOA committee that would require homeowners to put up any yard signs the board directed. Now imagine this rule getting abused. No wonder the homeowners resorted to filing a lawsuit against the board. [1]
   
  
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Rule #4: The HOA Can Put Up Signs (and Online Posts) Even if It’s Illegal

Talking about HOA rules requiring yard signs to be posted on your lawns. There are some cases where these mandates may even conflict with state laws, raising questions about their legality and fairness.

• One HOA board will only approve yard signs if they are the same size, the same design, made from the same materials, and placed in the same stakes. Someone figured out that this could be a sign of shady business practices.[1]
   
  
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• Another HOA would put up physical signs and social media posts to redirect traffic away from their neighborhood due to construction. They even fined some “violators” under the Marana Department of Transportation, an organization that does not exist! [6]
   
  
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Rule #5: The HOA’s Rules Can Be Overturned With Enough Support

Ending this list on a positive note, the HOA yard sign rules, no matter how unreasonable, aren’t set in stone. With just enough neighbor support and legal backing, many associations eventually back down and let homeowners enjoy their signage freedoms.

• An HOA deems memorial displays of a fallen soldier to be a “nuisance” despite the family securing the proper permits. Good thing they walked it back before they nearly damaged their reputation. [7]
   
  
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• HOA forbidding signs is one thing, but impeding people’s free speech is another. This particular board got enough backlash that they had to modify their regulations after removing social justice yard signs. [8]
   
  
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Applying What You Learn from HOA Sign Laws

To keep your yard sign safe and compliant, remember:

1. 1. Always read the HOA rules. Carefully review your HOA’s written guidelines for yard sign placement and compare them with your state’s signage laws. Learning these regulations helps you spot contradictions and protect your right to display signs without unnecessary disputes.
2. 2. Secure permits. Even if state laws support you, make sure you get written documentation clearly stating you can put up your yard signs. The written permission will ensure that you can challenge HOA rules.
3. 3. Stay calm and document everything. If things get tense, avoid reacting emotionally. Document every interaction, keep copies of all rules, and speak with the proper authorities, including HOA board members who support you to help defend your case.

Conclusion

While some HOA yard sign rules can feel bizarre or downright frustrating, they prove one thing: planning is just as important as the sign itself. With a smart strategy and a well-thought-out approach to the HOA, you can keep your sign visible, avoid fines, and still get your message across

Related Articles

1. https://www.signs.com/blog/how-to-sell-your-own-home-secrets-from-a-former-realtor/

2. https://www.signs.com/blog/how-to-get-rid-of-door-to-door-salespeople-once-and-for-all/

3. https://www.signs.com/blog/state-by-state-guide-to-no-trespassing-laws-signage/

4. https://www.signs.com/blog/standard-signage-sizes/

References

1. https://www.reddit.com/r/fuckHOA/comments/1m87r1h/whats_the_weirdest_hoa_rule_youve_encountered/

2. https://www.reddit.com/r/MaliciousCompliance/comments/j1r5jp/an_hoa_doesnt_allow_grass_signs_for_any_reason/

3. https://www.reddit.com/r/YangForPresidentHQ/comments/exhd7d/hoa_said_i_couldnt_put_up_a_yard_sign_technically/

4. https://www.reddit.com/r/MaliciousCompliance/comments/wb9sfk/my_father_vs_the_home_owners_association/

5. https://www.the-sun.com/motors/14821937/homeowner-hoa-driveway-sign-water-legal-battle/

6. https://www.reddit.com/r/fuckHOA/comments/1m3zehg/hoa_makes_fake_sign_and_facebook_post_to_reroute/

7. https://nypost.com/2025/05/28/us-news/hoa-revokes-demand-to-remove-memorial-day-display-to-army-hero/

8. https://www.cbsnews.com/colorado/news/erie-hoa-homeowners-upset-over-sign-orders/

The State of Billboard Advertising in 2025

1. According to studies from the Out of Home Advertising Association of America, ad revenue for all U.S. out-of-home (OOH) marketing is expected to reach $9 to 10 billion in 2025.^[1]

2. Meanwhile, the billboard market size is predicted to rise from $60.7 billion in 2024 to $62.52 billion in 2025. Among the many reasons for its growth are the many innovations in the billboard industry.^[2]

3. Most of the increase in OOH ad revenue came from the rise of digital billboards, which accounted for 41% of worldwide revenue and earned them approximately $20 billion in 2024.^[3]

4. In early 2024, billboards were the most-used format for out-of-home advertising in the U.S., beating out transit ads and street furniture.^[25]

5. The U.S. billboard and outdoor advertising industry had a revenue of $10.2 million in 2024.^[26]

6. In the United States alone, 16,000+ digital billboards are set up across multiple states, accounting for a total increase of 40% in production and usage year over year.^[4]

7. This also means that digital billboards are growing at an estimated 6% compound annual growth rate (CAGR).

8. Influencer marketing has also contributed to the rise of billboards, with 67% of consumers likely to notice and buy products after seeing their favorite online influencers endorse them through physical billboards.^[5]

Simply put, companies endorse online personalities via billboards^[6], driving OOH visibility. At the same time, influencers get to post selfies of these billboard ads on their social media, driving online engagement. It’s a win-win.

The Target Audience: Stats on People and Billboards

Speaking of influence, billboard advertising continues to leave a lasting impression, whether through brand recollection or customer action. They don’t just catch people’s attention; some can influence what they buy and recommend.

9. According to YouGov’s survey and data in 2024, 48% of millennials and 48% of Gen Z will recommend products they’ve seen advertised on posters and billboards.^[7]

10. The same data also showed that 34% of Gen X and 23% of baby boomers will do the same, showing how billboards could still entice and influence people of different ages.

11. People usually look at a billboard for around six seconds, which is often enough time to capture attention if your message is clear.^[27]

Going into the specifics, you could also see customer actions^[8] upon seeing these physical ads.

12. 54% of Gen Z and 53% of millennials will search the brands online when they see a billboard ad they pass by.^[7]

13. 66% of them will use their smartphones, searching the brand and visiting the website. Others may also try to find the nearest physical store and visit it.

14. Speaking of visiting stores, 20% of potential customers will go to the store immediately after seeing a directional billboard.

15. And out of those potential customers, 74% of store visitors will likely make a purchase just because they saw the billboard ad.

16. Billboard ads also tend to have a high recall rate, with 80–85% of people remembering them, higher than TV, radio, and online ads. The OAAA argues that because of post-pandemic practices, people are going out and seeing more billboards than ever.

17. 73% of people say they prefer digital out-of-home (DOOH) ads more than traditional digital channels like TV and social media.^[29]

18. Meanwhile, out of the overall billboard statistics, 83% of customer recall came from digital billboards.^[10]

19. 74% of mobile users take some form of action — searching, calling, or visiting a store — after seeing a digital billboard ad.^[29]

20. According to a study by Ocean Neuroscience, people are 48% more likely to interact with a mobile ad if they’ve already seen a version of it on a billboard.^[30]

Billboards as a Marketing Investment

So, upon seeing the statistics regarding audience response, you might want to jump onto the billboard bandwagon. Still, as with any marketing tool, billboards are an investment, and you should look into some numbers regarding billboards as an investment and returns.

21. According to the OAAA, these industries were the top ten spenders for advertising in 2024, which included billboard marketing:^[11]

• Legal services
• Hospitals, clinics, and medical centers
• Domestic hotels and resorts
• Quick-service restaurants
• Consumer banking
• Colleges and universities
• Local government
• Chain food stores and supermarkets
• Computer software

22. Law firms, for instance, spend nearly 19% of their entire marketing budgets on billboards and print ads.^[31]

23. Some of the top spending brands for the year include Apple, McDonald’s, Amazon, Coca-Cola, Verizon, Disney, and Anheuser-Busch.^[12]

24. Placement-wise billboard ads yield higher engagement and recall rates in high foot traffic areas or along highways with slow-moving traffic. Areas like the Long Island Expressway^[13], Interstate 69^[14] in Houston, and Sunset Boulevard^[15] in Los Angeles are among the few hotspots to invest in for billboard ads.

25. In fact, an average billboard in a metropolitan area can get anywhere between 25,000 and 50,000 views daily, while billboards placed in high-traffic freeways can get up to 100,000 impressions per day.^[28]

What about the ROI on the billboard advertising?

26. In 2022, digital billboard advertising delivered a 38% ROI, not factoring in design, branding, and other key elements.^[16]

27. Meanwhile, traditional billboards offered a 40% return on investment in the same year.^[17]

28. Billboard advertising, on average, yields a $6 return for every $1 spent.^[32]

29. According to new data from the OAAA, billboard ads have the potential to deliver up to a 497% return on investment.^[32]

With the current trajectory in OOH marketing^[33], the “digital side of physical promotions” or digital out-of-home (DOOH) would continue to grow further, eventually surpassing traditional methods like static billboards.

The Billboard Transition: Digital vs. Traditional

Based on the aforementioned statistics, it seems like billboards have also seen their share of innovation, with digital variants becoming more popular over traditional static ones.

30. Many groups have observed that digital billboards get 400% more views than static billboards.

31. At the same time, the motion ads seen on billboards 81% more effective at grabbing attention.

Still if we look into billboards as investments, there are many perks for going on the traditional route.

32. Cost-wise, static billboards offer lower upfront cost and is very reliable for long-term visibility for one campaign.^[19]

33. Depending on location, a static billboard can cost $1,000–$5,000 per month, while high-traffic digital billboards in cities can exceed $14,000 monthly.^[36]

34. Wallscape billboards, or the large ads placed on building walls, can cost $10,000 to $300,000 for a four-week run.^[33]

35. Digital billboards, meanwhile, have a higher upfront and maintenance cost. Their advertising is flexible, and offers real-time updates and multiple ad rotations, but programming and upkeep could be more costly.

36. Combining Digital Out-of-Home (DOOH) ads with mobile ads can increase campaign reach by up to 303% and boost consumer engagement by 46%.^[34]

37. Augmented reality (AR) billboard campaigns are 3.5 times more engaging than traditional static ones.^[35]

The Future of Billboards

38. Billboard advertising continues to dominate worldwide, with ad spending projected to surpass $10 billion in the US by 2027.^[20]

39. This includes the innovation of traditional static signage through QR codes that boost awareness by 200%.^[21]

40. Strategies to integrate sustainable methods are also in the pipeline, with 78% of consumers vying for eco-friendly forms of promotion. One primary focus is utilizing solar energy for billboards.^[22]

41. Another green initiative are the movable billboards and new digital signs that cuts 75% on electricity costs.^[22]

Now, whether through digital integration or sustainable strategies, one thing is certain: the goal for billboards is to continue innovating and reaching more people, as OOH advertising is as strong as ever.

Sources

1. https://www.reuters.com/press-releases/out-of-home-advertising-revenue-surpasses-9-billion-highest-revenue-volume-to-date-2025-03-06/

2. https://blog.tbrc.info/2025/03/billboard-and-outdoor-advertising-market/?utm_source=chatgpt.com

3. https://www.statista.com/statistics/272948/global-out-of-home-advertising-expenditure/

4. https://www.exchange4media.com/out-of-home-news/south-dooh-revolution-by-2025-40-ad-spend-growth-likely-to-come-from-digital-screens-139002.html

5. https://www.emcoutdoor.com/blog/2024/12/beyond-billboards-the-2025-marketing-trends-reshaping-out-of-home-media/

6. https://www.exchange4media.com/influence-zone-news/influencers-knock-celebs-off-the-billboard-ooh-some-benefits-for-brands-138687.html

7. https://business.yougov.com/content/50754-how-different-generations-engage-with-ads

8. https://oaaa.org/news/new-study-finds-more-than-90-of-us-travelers-notice-ooh-advertising/

9. https://soofadigital.com/blog/ooh-advertising-produces-highest-consumer-recall-in-recent-study

10. https://impactgroupmarketing.com/blog/digital-billboards-vs-traditional-billboards

11. https://billboardinsider.com/us-out-of-home-revenue-up-4-3-in-3q-2024/

12. https://oohtoday.com/ooh-revenue-surpasses-9-billion-top-10-advertisers-in-2024/

13. https://nypost.com/2025/01/18/us-news/ten-best-billboard-spots-revealed-and-nycs-got-two-of-em/

14. https://www.houstonchronicle.com/business/article/gulf-freeway-billboards-18117417.php

15. https://www.netflix.com/tudum/articles/netflix-billboard-sunset-boulevard-list

16. https://ortweinsign.com/blog/the-roi-of-on-premise-signage-vs-other-mediums/

17. https://mediatool.com/blog/billboard-advertising-cost

18. https://trueimpactmedia.com/blog/billboard-facts-2023/

19. https://mediafinch.net/static-billboard-vs-digital-billboard/

20. https://www.emarketer.com/content/total-ooh-ad-spending-us-will-surpass-10-billion-first-time-2027-on-moderate-growth

21. https://scanova.io/blog/ooh-qr-code-guide/

22. https://movia.media/moving-billboard-blog/eco-friendly-mobile-billboard-advertising-innovations/

23. https://dataintelo.com/report/global-digital-billboard-market

24. https://theneuron.com/static-billboards-vs-digital-billboards/

25. https://www.statista.com/statistics/260850/ooh-ad-spend-in-the-us-by-format/

26. https://www.grandviewresearch.com/…/united-states

27. https://www.psaresearch.com/tips-for-great-billboard-advertising/

28. https://mocktheagency.com/…how-many-impressions-does-a-billboard-get/

29. https://oaaa.org/…/dooh-delivers-7-5x-more-reach

30. https://www.outfront.com/blog/from-billboard-to-beach-measurement-attribution

31. https://www.onthemap.com/law-firm-marketing/stats/

32. https://dashtwo.com/blog/roi-of-outdoor-advertising-in-the-united-states/

33. https://trueimpactmedia.com/blog/ooh-advertising-costs/

34. https://broadsign.com/…marry-digital-ooh-and-mobile-advertising

35. https://www.brandxr.io/designing-ar-billboards-for-maximum-user-engagement

36. https://inbeat.agency/blog/ooh-advertising#:~:text=Below%20is%20a%20breakdown%20of,$14%2C000+%20in%20major%20metro%20markets