The purpose of this study was to obtain empirical evidence related to the development of social media marketing (SMM) activities to improve sales performance through Instagram as the main marketing channel. This study uses a deductive approach to the research subject, namely the Sprinkdays business, which is engaged in the culinary field with the object of research in social media marketing activities and sales performance. This study uses an action research strategy through the plan-act-observe-reflect stage, which refers to the theory used as a reference. Primary data collection is done internally through sales and online questionnaires to Sprinkdays consumers. The data analysis technique used descriptive statistics to get an overview of the implementation of social media marketing and inferential statistics through a paired t-test on the action research results carried out. The results showed that the development of social media marketing activities through customer feedback, communication, content sharing, and customer relationships applied to the Sprinkdays Instagram account did not increase the sales performance of the Sprinkdays business. This finding is quite significant because Sprinkdays has not been able to implement social media marketing activities optimally and intensively in its business operations. The results of this study can be a reference for other dessert businesses that to improve sales performance through social media marketing activities through Instagram, maximum and intensive implementation is needed.