Social Media Marketing and the Performance of Smes in Ilorin West Local Government Area

This study investigates the impact of social media marketing strategies on the performance of Small and Medium-Sized Enterprises (SMEs) in Ilorin West Local Government Area, Kwara State, Nigeria. As digital transformation accelerates across emerging economies, SMEs increasingly leverage platforms like Facebook, Instagram, and Snapchat to drive growth. The study is anchored on the need to assess how these platforms influence critical performance indicators such as revenue growth, customer retention, and brand awareness. The main objective is to evaluate the relationship between specific social media strategies namely content quality, engagement tactics, and advertising budgets and SME performance outcomes in a localized Nigerian context. The scope of the research is limited to SMEs operating in Ilorin West actively engaged in social media marketing. It utilizes Social Exchange Theory and the Resource-Based View as theoretical frameworks, emphasizing reciprocal value in digital engagement and the strategic importance of intangible marketing resources. A quantitative approach was adopted through a descriptive survey design. Using Cochran’s formula, a sample size of 384 SMEs was determined, with 302 valid responses analyzed using descriptive and inferential statistics, including regression and Pearson correlation. Findings revealed that Facebook significantly impacts revenue growth, Instagram enhances customer retention, and Snapchat's advertising budget positively influences brand awareness. These outcomes validate the strategic importance of tailored social media practices in improving SME performance. The study concludes that social media marketing is an essential, cost-effective tool for competitive advantage among SMEs in Ilorin. It recommends that SME operators prioritize quality content creation, invest in targeted paid advertisements, and actively engage customers through interactive platforms. Additionally, policymakers should support digital literacy and infrastructure to empower SMEs in leveraging social media for sustainable growth and economic contribution. This research fills a critical gap by providing contextual insights into the social media–SME nexus in Nigeria.