Tuesday March 30, 2021 By David Quintanilla
How to Use Social Media for Ecommerce (Tips and Examples)

Social media and ecommerce are a match made in heaven.

Entrepreneurs have been utilizing social platforms to attach with ecommerce clients for some time now. And for a very good motive — increasingly more web customers store on-line and use social media to analysis manufacturers.

Check out these latest stats:

  • 76.8% of world web customers bought a product on-line in 2020.
  • 44.8% of world web customers use social media to seek for brand-related info.
  • Greater than half of world web customers between the ages of 16 and 24 use social media to analysis manufacturers (55.9% feminine customers and 51% male customers).

Ecommerce Activity Overview

Supply: Hootsuite

Most social media networks presently provide free built-in options for promoting, promoting and customer support — a.okay.a instruments that may push the needle in your gross sales.

On this article, we’ll go over all of the methods you possibly can use social media to market your ecommerce retailer. So, for those who’re constructing a social media presence in your ecommerce from scratch or searching for methods to refresh your advertising technique, you’ve discovered the suitable place!

However first, let’s get some definitions out of the way in which.

What is social media ecommerce marketing?

A social media ecommerce strategy is a set of social media tactics you can use to market your ecommerce business.

Depending on your business model and goals, your strategy may focus on:

  • promoting an ecommerce destination, i.e. driving traffic to a website or branded app,
  • selling products directly on social media,
  • communicating with customers, both pre-purchase and post-purchase,
  • collecting insights about your industry (your audience, competitors, benchmarks for success)

… or combine some (or all!) of the above.

Is social media ecommerce marketing the same thing as social selling or social commerce?

Not exactly. Social media ecommerce marketing is the broadest term of the three and can include elements of both social commerce and social selling.

Let’s brush up on the definitions:

  • Social commerce is the process of selling products or services directly on social media, using Facebook Shops, Instagram Shops, Product Pins and other native social media shopping solutions.
  • Social selling is the process of using social media to identify, connect with and nurture sales prospects.
  • Social media ecommerce marketing can involve building brand awareness, advertising, community management, social customer service, social listening, competitive analysis, social commerce and social selling.

How to use social media for ecommerce

Here are all the different ways social media marketing can help you promote your ecommerce business and sell more products.

Building brand awareness

If you’re launching a brand new store or product, you should start building buzz around it before you are ready to go live with sales. The sad truth is that you won’t be able to make any sales if people don’t know about what you’re selling.

In 2021, social media is busy with brands. But there’s still room for newbies. A unique voice and a consistent posting strategy will help you build brand awareness and reach your target audience. For a head start, follow the tips we listed at the end of this article.

Building brand awareness is a process, and it does take some time. If you wish you could speed things up just a bit — paid social can help you do just that.


Recent statistics show that:

  • 190 million people can be reached by Facebook advertising,
  • 140 million people can be reached by Instagram advertising,
  • 170 million people can be reached by LinkedIn advertising

in the United States alone. (Source: Digital 2021 report by Hootsuite and We Are Social).

Instagram Audience Overview

Supply: Hootsuite

In fact, not all of them are your audience, and your price range will possible get in the way in which of reaching that many individuals.

However most social media platforms provide superior concentrating on instruments you should utilize to carve your excellent viewers out of this bulk — and serve them advertisements that can assist your targets.

Talking of targets, just be sure you arrange the right objectives in your social media advertisements. As an ecommerce enterprise, you’ll possible need to use social media promoting to entice individuals to your retailer, or a selected product or assortment.

Fb and Instagram, for instance, let manufacturers choose certainly one of three conversion-oriented goals:

  • Conversions. With this objective, you possibly can encourage your audience to take a selected motion in your web site, e.g. add a product to cart.
  • Catalog Gross sales. Use this goal to tug merchandise out of your catalog into advertisements.
  • Retailer Site visitors. When you have a brick-and-mortar location, this advert objective is nice for selling your retailer to potential clients who’re within the neighborhood, based mostly on their location.

Right here’s an instance of an ecommerce advert with a “Store Now” name to motion on Instagram:

Conversion Ad Instagram - Click and Grow

Supply: Click & Grow

In case your objective is to construct consciousness or have interaction your audience, you possibly can choose an goal from the Consciousness or Consideration classes.

However simply choosing the right goal doesn’t fairly set you up for fulfillment. You additionally want to decide on the suitable advert format in your marketing campaign. On Fb and Instagram, the primary format classes are:

  • Picture advertisements
  • Video advertisements
  • Carousel advertisements
  • Assortment advertisements

Collection ads are designed particularly for ecommerce. They use a mixture of inventive copy and objects out of your product catalog to seize your viewers’s consideration and seamlessly information them to checkout.

Whereas Fb’s promoting toolkit is maybe essentially the most sturdy, different social media platforms do provide comparable options. So, for those who use Twitter or LinkedIn to achieve your clients on social media, concern not. You possibly can study extra about advert goals and codecs throughout completely different platforms in our guide to social media advertising.

Promoting merchandise straight on social media

That is the place social media ecommerce advertising overlaps with social commerce, a.okay.a. promoting your merchandise straight out of your social media accounts or “retailers.”

Fb, Instagram and Pinterest provide native buying options for enterprise accounts. Snapchat has partnered with Shopify to work out a social commerce software of their very own, however at the moment, the characteristic is barely out there to some handpicked accounts. Hold an eye fixed out for updates if Snaps are your social media format of alternative.

Utilizing social commerce options has many advantages:

  • It’s fully free to arrange.
  • It creates a memorable, interactive, social buying expertise for purchasers.
  • It streamlines the gross sales course of. Customers can store straight from their feeds, with out clicking via to an exterior web site. Shortening the space between discovery and checkout can enhance your conversion charges.
  • It’s what social media customers need! 70% of shopping enthusiasts use Instagram to find manufacturers and merchandise. Why not assist them uncover your merchandise?

Right here’s what a product web page in a Fb Store seems like.

Facebook Shop - Lisa Says Gah


Word how on this instance, you need to click on via to the model’s web site to finish the acquisition. The on-platform checkout characteristic is currently only available in the United States.

If you happen to’d like to present social commerce a strive, take a look at these guides to establishing:

Customer support

Your predominant social media objective could also be reaching new clients — and that’s affordable. However don’t overlook about your present clients.

Even you probably have a devoted assist crew who talk with clients over the telephone or via electronic mail, your social media will often develop into an advert hoc customer support channel. Your clients might come to your profiles to search out info, ask questions or provide you with suggestions. And after they do, you need to be ready to deal with the incoming feedback and DMs.

The way you reply inquiries on social media is as consultant of your model because the content material you put up. Opinions from completely happy clients function social proof for purchasers who’re nonetheless within the consideration stage of their buyer journey. By partaking with feedback, you possibly can present your viewers that you just worth your clients and recognize their suggestions.

And what if the suggestions you obtain is detrimental? Deal with detrimental feedback as a chance to supply options and, once more, showcase how critically you are taking your clients’ opinions.

Within the instance under, Bailey Nelson did simply that — they apologized for the issue the shopper raised and offered them with a technique to contact customer support to resolve the difficulty.

Social Customer Service - Bailey Nelson

Supply: Bailey Nelson Australia

The underside line is: don’t neglect social media as a customer support channel and provides social media inquiries all of the TLC they deserve (which is precisely as a lot as all different customer support interactions).

Social listening

Social listening is the method of scanning social media for mentions of your model or merchandise and conversations associated to your model.

Why ought to it’s a part of your ecommerce social media technique? Figuring out what individuals are saying about your merchandise on-line is a useful supply of perception. It could possibly aid you perceive:

  • Which of your merchandise individuals love essentially the most
  • Recurring issues or points with a few of your merchandise
  • The general public’s total sentiment in direction of your model

Protecting updated with what your viewers has to say about your model can be a protecting measure. If you happen to ever combine up some orders or by accident launch a sequence of faulty merchandise, likelihood is that the affected clients will take their grievances on-line. Consciousness of the issue will aid you react shortly and presumably avert a full-blown social media disaster.

6 important social media ecommerce suggestions

At this level, it’s best to have a good suggestion of how you should utilize social media to advertise your ecommerce retailer and attain new audiences. Listed below are 6 bonus suggestions that can aid you add somewhat little bit of oomph to your social media ecommerce technique.

1. Showcase your character

Or, because the youths are saying, add somewhat little bit of spice.

Model consciousness is all about somebody seeing your product (or Instagram advert, or Fb put up) and saying “Oh, it’s That Model! They’re those who do The Factor!”

You’ll make it infinitely simpler for potential clients to bear in mind and acknowledge you in case your model has some character to it. It may be humor. It may be engagement in a social trigger. It may be something that represents you and your values.

Within the instance under, bidet producer Tushy recognized for his or her quirky and lighthearted strategy to advertising mixed a cute image with tongue-in-cheek copy to advertise their rest room stool (or, as they name it, “your butt’s greatest pal”).

Showcase Your Personality - Tushy

Supply: Tushy

2. Collaborate with others

Pairing up with a social media influencer your viewers love or one other model out of your trade (not a competitor, after all) can expose you and your merchandise to new audiences.

However don’t simply do it for the attain. Take into consideration how a collaboration can profit your potential clients — and the way it matches in together with your model’s values.

Listed below are some concepts you should utilize to advertise your ecommerce retailer via purposeful collaborations:

  • Invite an influencer to check your product and ask them to share their trustworthy assessment with their viewers.
  • Accomplice with a few different manufacturers who cater to comparable audiences, and put collectively a high-value giveaway in your mixed audiences. Promote the giveaway on all taking part manufacturers’ accounts.
  • Host a Q&A session on Instagram Stay with influencers affiliated together with your model.

Check out how Fig., a Vancouver-based skincare studio introduced a giveaway they organized with one other native enterprise:

Collaborate Giveaway - Fig

Supply: Fig.

3. Use short-form video content material

We talked about how your content material ought to be consultant of your character. However not all content material sorts and placements had been created equal. To avoid wasting your personality-filled concepts from getting misplaced in busy information feeds, experiment with well-liked interactive content material codecs like:

  • Instagram Tales
  • Instagram Reels
  • Instagram Stay
  • TikToks

Over 500 million individuals use Instagram Tales daily, and the platform is repeatedly including new gross sales options to each Tales and Instagram Stay. Model Tales have an 86% completion rate.

Different social media platforms have been taking notes. Fb carried out Tales in 2020, Twitter now has Fleets. Even LinkedIn jumped on the bandwagon and launched their model of Tales. Add TikTok’s aggressive growth to the combo, and it turns into clear: throughout demographics, individuals love short-form video content material.

How will you use this information to have interaction your viewers? Nonetheless you please! The one restrict is your creativity.

Bear in mind: not your entire content material needs to be straight associated to gross sales. You need to use Instagram Tales, dwell broadcasts, or TikTok to simply entertain your viewers and construct a stronger relationship with them.

Right here’s an instance from clothes model Lazy Oaf. For the reason that starting of the COVID-19 pandemic, they’ve been sharing humorous, heart-lifting TikToks to their Tales daily. The curated sequence is known as “Stay, Chuckle, Lie Down. Our Social Distancing Care Bundle,” and it’s a candy and considerate day by day dose of enjoyable.

TikTok Instagram Stories - Lazy Oaf

Supply: Lazy Oaf

4. Put up user-generated content material

It is a massive one. We already talked about that constructive critiques and feedback from completely happy clients are a type of social proof. However you recognize what’s even higher? Person-generated content material.

Encourage your clients to share photos and movies that includes your merchandise to their social media, tagging your model. Then, re-share these to your individual profiles (crediting the creator, after all). That’s what Vancouver-based supply service Legend’s Haul do on their Instagram Tales:

UGC - Legends Haul

Supply: Legends Haul Grocery Delivery

Making your clients really feel seen builds a stronger relationship between them and your model. And having clients proudly exhibit your merchandise on their social media makes you extra credible to new guests (aka potential clients).

However wait, that’s not all. Each time a buyer shares an image or video that includes your product, their followers can see it and work together with it. What higher technique to get launched to new audiences than via such real, natural suggestions?

5. Put up typically

As soon as your social media presence begins gaining some traction and also you construct a following, you’ll need your viewers to maintain you prime of thoughts.

A regular posting schedule will aid you keep seen and related. Additionally, how would you count on potential clients to work together together with your model with none content material to work together with?

6. Work good

All of this might sound a bit overwhelming, particularly for those who’re a advertising crew of 1. The excellent news is that you just don’t should put up every little thing manually and continuously hold your eyes on all the particular person networks and accounts that you just handle.

Hootsuite’s social media administration platform may help you handle your complete social media technique from one place. This contains:

  • Composing, scheduling and publishing posts to your entire social media accounts
  • Discovering the most effective time to publish your posts to greatest suit your targets
  • Boosting natural posts and selling them as advertisements straight out of your dashboard
  • Managing incoming messages from your entire social channels and delivering well timed responses
  • Monitoring social media for mentions of your model and fascinating in related conversations
  • Analyzing your efficiency throughout networks with simple to learn, customizable reviews

Hootsuite Best Times to Post

Supply: Hootsuite

Handle your complete social media ecommerce technique from one place and save time utilizing Hootsuite. From a single dashboard, you possibly can schedule and publish posts, have interaction the viewers, and measure efficiency. Attempt it free right this moment.

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Simply handle all of your social media in a single place and save time with Hootsuite.

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