Abstract: Social media has become a vital tool for businesses to promote their products, engage with customers, and increase brand awareness. However, using social media platforms to reach and connect with target customers present both opportunities and challenges. This study aims to provide an understanding of how cafe' businesses employ social media marketing particularly in the areas of content marketing, paid advertising, and influencer collaborations to enhance their market presence. Following the descriptive quantitative research design, primary data were collected through questionnaires from 40 cafe' owners selected using purposive sampling. The data gathered was analyzed and tabulated using simple percentage and mode. The research revealed that Facebook and Instagram are widely used among cafe businesses as opposed to TikTok which was really used. Furthermore, content marketing strategies, such as engaging with customers who share information about their experiences, and posting about the cafe's products and promotions, are used at a great extent. Paid advertising strategies are moderately utilized, while collaboration with social media influencers is the least utilized strategy. Moreover, limited budget for advertisements, low social media engagement rates, and authenticity of contents are the top obstacles encountered by these cafe businesses. It is recommended that cafe businesses should optimize the use of paid advertising with limited budgets, allocate marketing budgets strategically, explore emerging social media platforms, and enhance collaboration with influencers.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management