UK: Визначено конкретні способи просування для малобюджетних кампаній. Доведено, що основними драйверами для реалізації розвитку бізнесу в онлайн-форматі є загострення внутрішньогалузевої конкуренції та поява нових трендів інформатизації та індивідуалізації потреб споживачів. Розкрито фактори успішного просування медіаресурсів у соціальних мережах. Проаналізовано основні методи залучення аудиторії без значних фінансових вкладень, зокрема контент-маркетинг, колаборації з мікроінфлюенсерами та використання безкоштовних можливостей соціальних мереж. Окрему увагу приділено алгоритмічним особливостям платформ, оптимізації органічного охоплення та методам партизанського маркетингу. Результати дослідження можуть бути корисними для малого та середнього бізнесу, стартапів і особистих брендів, які прагнуть ефективно використовувати SMM-інструменти без значних витрат.
EN: The aim of the article. In the context of the rapid development of digital marketing, social media promotion has become a key tool for businesses, public institutions, and personal brands. However, one of the critical challenges, particularly for small and medium-sized businesses (SMBs) and startups, is the limitation of financial resources for marketing activities. Traditional methods of social media promotion, such as targeted advertising and collaborations with macroinfluencers, often require significant investments that are unaffordable for many companies. Therefore, identifying effective low-budget SMM strategies is an urgent issue for modern marketing. Analysis results. This study aims to analyze and systematize low-budget SMM promotion tools that allow achieving significant audience engagement, organic reach, and conversion rates with minimal financial expenses. The research focuses on content marketing, viral mechanisms, guerrilla marketing, collaborations with micro- and nano-influencers, and the strategic use of free opportunities offered by social media platforms. Particular attention is paid to algorithmic features of platforms such as Facebook, Instagram, TikTok, and LinkedIn, which can be leveraged to maximize organic content distribution. The scientific novelty of this research lies in the comprehensive approach to studying low-budget SMM promotion strategies, emphasizing the synergy between creative content, user-generated content (UGC), and social media algorithms. Unlike previous studies, which primarily focus on paid promotion tools, this research explores alternative methods that enable brands to achieve marketing goals without significant advertising expenditures. Additionally, the study identifies the most effective low-cost engagement techniques and assesses their practical applicability across various business niches. The findings of this study can be valuable for SMBs, startups, and individual entrepreneurs seeking to enhance their digital presence with limited financial resources. The practical recommendations provided in the research can help marketers optimize their SMM strategies by utilizing cost-effective approaches such as:creating high-quality and viral content to increase organic engagement; leveraging micro- and nano-influencer collaborations as a budget-friendly alternative to working with macro-influencers; using interactive and user-generated content to boost audience involvement; low-budget SMM promotion is possible through a deep understanding of social media platform algorithms and a creative approach to content development; user-generated content and interactive formats significantly contribute to audience engagement and organic reach; collaborating with micro- and nano-influencers is a cost-effective strategy with high audience trust and engagement potential. Conclusions and directions for futher resaurh. Future research directions include: а deeper analysis of social media algorithms and their impact on organic content distribution, the development of adaptive SMM strategies tailored to different industries, long-term impact analysis of free SMM tools on audience loyalty and conversion rates, thus, the study of low-budget SMM promotion remains a relevant and promising research direction, contributing both to academic knowledge in digital marketing and practical applications for businesses operating in competitive digital environments.
