Impact of Social Media on Economic Sustainability of SMEs in Kano Metropolis, Nigeria

This study explores how social media enhances the economic sustainability of Small and Medium Enterprises (SMEs) in Kano Metropolis, Nigeria. It focuses on the use of platforms like Facebook, Instagram, and TikTok to promote SME growth, viability, and competitiveness. Despite the global rise in digital adoption, many local SMEs face difficulties utilizing these tools effectively. Using a quantitative approach, data was collected from 388 respondents out of a sample of 398 SME operators. Analysis through SPSS revealed that social media significantly boosts both financial and non-financial aspects of SME sustainability. Instagram stood out as the most impactful platform for customer engagement and brand visibility. Younger entrepreneurs were more proactive in using Instagram and TikTok. Key success factors included digital literacy, strategic content creation, and stakeholder engagement, while poor infrastructure and limited resources hindered progress. The study recommends targeted digital skills training and tailored social media strategies for SMEs. It also calls on government and stakeholders to improve digital infrastructure and supportive policies. This research contributes valuable empirical evidence on the role of social media in SME development and offers practical guidance for enhancing business sustainability in Nigeria’s digital economy.