A Comprehensive Guide to Use of Social Media Marketing for eCommerce

January 18, 2022

Social media is a powerful channel for eCommerce marketers because of the large number of people who have integrated them into their lives. 

Top Social Media Platforms 

There seems to be an increase in the number of social media platforms every week. Not all social media websites are good for retailers. 


Facebook is the best platform for merchants to scale their eCommerce business. Facebook has a large audience that almost all retailers have. It is virtually impossible for a brand to not be found on Facebook. Facebook offers a wide range of sales options for retailers. 

A seller can create a “Shop” tab on their business page. This allows them to list a variety of products and allows consumers to buy merchandise from Facebook. This is a free feature for retailers that provides tons of insight around clicks, views, and purchases for each item. 

These are just a few of the many Facebook eCommerce features that can be used to reach shoppers, such as granular targeting and tracking. 


Instagram, which is owned by Facebook, is another huge sales opportunity for eCommerce businesses. It boasts over 1 billion users. The platform is used by 59 percent of U.S. millennials.

Instagram’s image-centric nature is what drives its sales power. Shoppable Instagram posts allow eCommerce sellers to tag products in images. 

Merchants can also tag an item by highlighting the price, name, and link to the purchase. This feature is essential for two reasons. Before Shoppable posts, Instagram data from Yotpo showed that 30% of users had purchased items they saw on the platform. 


Despite being smaller than the other platforms, Twitter is still the most popular social site online. Because most eCommerce ads are now run through Amazon, Google, Facebook, and Facebook, there is less competition for ads on Twitter.

This makes them less costly to run. Although Twitter may have a smaller audience than other platforms, 22 percent of Americans are not to be underestimated when it comes to driving traffic to your website and sales. 


LinkedIn is Facebook’s professional version. LinkedIn allows users to run ads, but it is more efficient to drive traffic to eCommerce by creating a group and sharing valuable information about products or services with the people you care about. 

This portal allows sellers to offer advice, promote webinars, and possibly provide samples or trial products. It is important to make sure that only relevant people are invited to the group. 

Also, ensure that the name of the community communicates the subject matter. It is also important to update the LinkedIn profile of sellers if they plan to develop an active presence on the site. 


Pinterest is another image-based platform. Pinterest states that promoted Pins generate a profit of $2 for every $1 spent by advertisers. 

Additionally, Pinterest has made an effort in recent years to be more eCommerce-friendly. Pinterest’s “Complete the Look” feature, which is now available on the site, recommends products that fit the scene and suggests relevant fashion items. 

If a user searches on the Pin beach scene, the platform will suggest products that are similar to those found in images like hats, sandals, and sunglasses. This means that brands can potentially get more exposure on Pinterest if more of their Pins are surfaced via visual search.” Pinterest is a great platform for growing a brand through social media commerce. 


Snapchat was once the undisputed leader of social media sites. However, it has since become one of the most popular online destinations. Snapchat is the best place to target younger audiences. The company launched several adoptions for its eCommerce capabilities in late 2018. These allowed retailers to highlight product catalogs and collections, use pixel targeting, and take advantage of other important eCommerce-focused elements. 

Snapchat also launched Dynamic Ads earlier in the year. 

To reap the rewards of social media, retailers must have a well-planned, documented strategy to gain visibility, traffic, and sales.

Merchants must: 

1. Set goals 

The first step to laying the foundation for any project is to establish specific goals. Without a clear goal or a way to monitor progress, it is pointless to publish content and engage followers.

To determine if their efforts are successful, retailers must define the parameters of success. These benchmarks can be set by merchants to determine the success of their efforts. 

2. Provide Value 

Merchants won’t continue to post links to product pages in an effort not to engage their followers. Social media users expect value from the pages that they follow. It is the responsibility of sellers to provide content that benefits followers. 

It is important to highlight the most distinctive aspects of a company’s products or services when selling. Long-form content is a great way to achieve this. 

3. For social sales, a blog is essential

Even though blogging is old, it still provides a great source of content that can be used to inform, inspire and educate consumers. Blog content can also help an online brand become a thought leader in a particular niche and elevate it to new heights. 

4. Optimize posts 

While optimizing posts for keywords will not push them up in users’ feeds, it can potentially increase their exposure, especially to new audiences. Brands can improve their visibility to users searching for relevant keywords and hashtags through social blasts. To help users find the content, retailers should do keyword research on their posts. 

5. Demonstrate Social Proof 

Social proof is essential for generating sales online. Retailers don’t want to appear smug by sharing product reviews. User-generated content is a powerful way to share customer reviews.

It shows how much customers love the brand and its merchandise. Retailers will be able to generate a lot of sales if they approach review sharing this way. 

6. Visual 

Content is the best way to share visuals on social media sites. This is illustrated by the fact that 80 percent of social media marketers use visual assets. 85 percent of millennials purchased a product after viewing a video. Retailers must learn how to create a video marketing campaign that can be shared across social media. This type of visual content is one of the most effective in driving sales. While images and blogs still play an important part in the mix. 

7. Engage followers 

Remember that social media marketing is all about being social. Retailers must engage with their followers to get more traffic to their posts and increase sales. Positive and engaging interactions with businesses increase the likelihood of people recommending them to others. To build a relationship, however, is not enough to make sales. The majority of posts by a brand should focus on topics that are relevant to their niche. 

Followers are more likely to interact with merchants who post something with a little more sales. A follower who posts about a purchase, or comments on a post by a company will feel more involved in the conversation. 

Other followers will also notice that the brand cares about its customers. 

8. Keep it consistent and concise 

In today’s digital age, businesses and influencers must be engaged in an attention economy. People will forget about retailers who don’t regularly post to social media channels. It is essential to regularly post to social media to get the engagement and reach necessary to generate meaningful traffic and sales. 

A social content calendar is the best way to make this happen. In the same way, people in this attention economy are often stressed and reluctant to make extra social posts. Keeping messages concise and to the point is the best strategy. This is why images and videos on social media are so powerful. 

9. Hashtags 

Hashtags are a way for retailers to grow their organic visibility by targeting people who search for specific terms on social media platforms like Instagram, Facebook, and Instagram. Merchants need to remember that hashtag etiquette is different for every site. It may be fine to use nine hashtags on Instagram. 

Facebook might not approve of the same strategy. Retailers should learn how to use hashtags on each platform. 

10. Master Paid to advertise 

Although it was not mentioned earlier, almost every social platform has its version of PPC advertisement. Although this tactic is expensive, it is essential in these times of diminishing organic reach. Merchants have a wide range of adoptions to reach their customers. PPC is a primary method retailers use to drive traffic from social media to their websites. These people must become experts in audience targeting and personalization. 

Today’s social media marketing for eCommerce platforms offer a wide range of targeting options to advertisers that allow them to target a highly targeted, niche audience that is likely to convert. Sites like Facebook offer a variety of targeting options, including dimensions such as Age, Gender, Income, Interests, and Languages. Additionally, sellers can target Lookalike Audiences or Custom Audiences, which are customers who have previously interacted with a brand or closely resemble existing customers.

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