The Role of Social Media in Expanding Market Reach for Small-Scale Entrepreneurs

Abstract

Social media is not only used for entertainment but can also be leveraged for business and marketing purposes. Through the appropriate use of platforms such as TikTok, Instagram, and Facebook, entrepreneurs can engage with consumers, enhance brand awareness, and foster customer loyalty. The utilization of social media as a promotional and marketing tool is not limited to large enterprises; small and medium-sized enterprises (SMEs) can also benefit from it. However, the differing characteristics between large businesses and SMEs lead to distinct implementation approaches.  Employing a literature review approach, this article examines the extent to which SMEs are able to use TikTok, Instagram, and Facebook as marketing channels, and how appropriate social media strategies for SMEs can be developed. This paper synthesizes scientific evidence on SMEs' readiness and optimal strategies for utilizing TikTok, Instagram, and Facebook as marketing media to achieve market expansion.