Marketing is necessary to ensure that a start-up takes off and grows sustainably. However, in its traditional form- involving agencies- it is often cash intensive, presenting a major hurdle for businesses with low resources. Zambian start-ups have found found a way around the hurdle– and considerable marketing success for some - and are today building credible brands through inexpensive social media channels such as Facebook and Instagram through Icono Global social media marketing. Small and medium enterprises (SMEs) from stores, auto dealers and clothes sellers to restaurant and night clubs say the platforms offer them better chances of making sales after communicating with their potential