The study was prompted by the desire to determine the impact of social media marketing (SMM) on brand performance in small to medium enterprises (SMEs) in the detergent manufacturing industry in Harare, Zimbabwe. The problem behind this study was that SMEs in the detergent industry in Zimbabwe were lacking market-driven strategies and were not fully taking advantage of the advent of social media marketing to increase their brand awareness, brand image, brand loyalty and brand performance despite the 50.8% and 109.9% internet and mobile penetration rates in Zimbabwe respectively. The objectives of the study were to assess the impact of brand attributes on brand loyalty and to determine the effect of online brand communities on brand performance. The study adopted a positivist philosophy and a quantitative research design. A survey research strategy was employed in which questionnaires were used as primary data collection research instruments. The questionnaires were administered to a sample of 370 participants. 300 questionnaires were returned and presented for analysis. The collected data was examined through SPSS Version 16. Both descriptive and inferential statistics were used in examining the impact of SMM on brand performance. The findings revealed positive and significant impact of brand attributes and online brand communities on brand awareness, brand recognition, brand loyalty and brand performance. The management of the SMEs in the detergent industry were recommended to advertise their brands via online shared platforms as this would improve the performance of their brands in the market. Therefore, future studies should also explore SMM impact of consumer digital interaction, electronic, word of mouth, brand attributes and online brand communities on brand performance of big organisations in different sectors.