Effectiveness of social media marketing for local brands

Abstract

This article examines the effectiveness of social media marketing applied to local Ecuadorian brands, particularly those managed by small and medium-sized enterprises (SMEs). Using a mixed methodology, which integrated surveys to companies, interviews with experts and analysis of digital metrics, we explored the predominant platforms, content formats with greater capacity for interaction and the impact of strategies such as the use of influencers and targeted advertising. The results showed that platforms such as Facebook and WhatsApp Business dominate the digital ecosystem of SMEs due to their accessibility and penetration. Likewise, audiovisual content, especially in video format and ephemeral publications, presented the highest levels of engagement. Notably, collaboration with local micro-influencers showed superior profitability compared to figures with greater reach, by generating more authentic relationships with the target audience. On the other hand, although investment in paid advertising increased visibility and sales, its effectiveness was conditioned by content saturation and users' growing indifference to intrusive ads. The research highlights the importance of aligning digital strategies with local culture and consumer behaviors, emphasizing authenticity, proximity and adaptability as fundamental pillars of success in contexts of limited resources and high digital competition. This study provides practical tools and empirical evidence for the optimization of digital campaigns in emerging markets, such as Ecuador.