Social media platforms have become essential marketing tools for small businesses,
enabling them to expand their reach, engage customers, and drive business growth. This study
explores the effectiveness of Facebook and TikTok as marketing platforms for small businesses in
Lagro, Quezon City, focusing on their influence on business growth, customer engagement, brand
visibility, and sales performance. Using a quantitative research approach, data was collected from
151 small business owners, measuring platform engagement and marketing outcomes. The study
applies the Task-Technology Fit (TTF) Model to assess how well these platforms align with
business marketing needs.

Findings indicate that Facebook is more effective for long-term engagement, targeted
advertising, and customer retention, while TikTok excels in viral marketing and brand exposure,
particularly among younger audiences. Statistical analysis revealed a moderate positive correlation
(r = 0.63) between social media engagement and business success, confirming that increased
platform activity enhances customer reach and sales.

The study recommends a dual-platform strategy, where Facebook is used for structured
advertising and sustained customer relationships, while TikTok is leveraged for creative, trend
driven marketing. These insights provide a strategic guide for small businesses looking to optimize
their social media marketing efforts for long-term growth and success.