The four social media platforms your eCommerce business needs to be using
Do you want to generate more sales for your eCommerce business? Social media platforms are powerful tools and eCommerce businesses can utilise their features achieve their business goals.
There are plenty of social media platforms out there – some legacy platforms and new emerging disrupters – and they all have their pros and cons. It can be overwhelming knowing which platform is best for your business, especially if you’re going to rely on it for a portion of your online sales.
Social media giants like Facebook, Instagram, TikTok and Pinterest offer different benefits to eCommerce businesses. And, for each, you must understand what the platform can do, whether your target audience is active on there, and the key advantages for eCom businesses.
To help, we have broken down 4 key social media platforms and why each could be valuable to your paid social strategy.
The four main platforms that could aid your online sales
Meta (Facebook and Instagram)
Bunching together Facebook and Instagram makes sense these days as both sit under the Meta brand (along with WhatsApp and Messenger) and by tapping into one, you can reap the benefits and audiences of the other.
With over 1 billion daily active users, Facebook remains the most popular legacy social media platform. Because of Facebook’s huge user base, it is almost guaranteed that your target audience will be active on this platform. So when it comes to generating sales, Facebook remains a powerful tool for eCommerce businesses.
With around 70% of social media shoppers purchasing products on Facebook last year, it is clear that Facebook is still a useful platform for businesses to build a customer base and generate sales. If you are trying to increase the reach of your brand, Facebook is a great platform to consider; nearly 80% of consumers have discovered new products on Facebook.
Stand out advantages
Facebook has advanced targeting options – this makes sure your ads get in front of the right people. This includes re-targeting options where you can target people who have already engaged with your ad but have yet to make a purchase Facebook also has a range of ad creative – you can utilise the various ad format options to engage your audience. These include interactive ad formats, such as carousel, which is a powerful way to increase conversions.
- User demographic: Facebook is particularly popular with people aged between 25-34 and the second largest age group on Facebook is those aged 18-24.
Although a slightly smaller user base compared to Facebook, Instagram still has 500 million daily active users. Not too bad, right? With over 70% of online shoppers using Instagram to make their next purchase, its image/video-first set-up makes it a necessary platform for businesses selling their goods online.
Success on Instagram relies on high-quality, captivating images and videos that engage the audience you’re looking to sell to. It is a perfect platform to showcase the best images of your products, increase engagement, and generate sales. It has been found that 75% of eCommerce shoppers say product photos influence buying decisions. It goes without saying, then,, that with Instagram being a photo-based, visual platform, it is a great way to highlight your products and business.
Stand out advantages
Instagram allows you to enable Instagram shopping: This feature transforms your business profile into an online shop. Customers can purchase directly on Instagram without having to leave the platform. Removing the ‘messy middle’, leads to a better user experience and more sales. You can also tag products in your posts, which has been found to increase sales by 37%.
Instagram highlights can help you promote campaigns, and products and organise your stories. As highlights sit at the top of your profile, they give your new followers amazing content and insights into your business.
- User demographic: Instagram’s main demographic is those aged between 18 and 24. Over 70% of users are under 44.
Tiktok
Despite being relatively new to the social media landscape in comparison to the decades-old Meta platforms, TikTok has become extremely popular since its launch in 2016. To date, it has over 1 billion users active monthly users.
With over 80% of users engaging with shopping-related activities (browsing, following, watching live shopping events, and purchasing on the platform), TikTok is becoming the front-runner when it comes to eCommerce business.
TikTok relies on short, entertaining, user-generated video content, it is a great platform for businesses to utilise their creativity in their ads if they know how to use the platform. Success for brands on TikTok comes when content is authentic and blends in with other user content.
Highly polished adverts that look great miss the point about why TikTok is so successful – its about the people on the platform. So in your ads, be sure to reflect the content that is successful on the platform.
TikTok influencers are also extremely popular on this platform. They have a huge influence on their audience’s opinions and behaviours. If you can secure a partnership with a successful TikTok influencer, you can increase your reach, engagement and sales!
Stand out advantages
TikTok is a great platform to go viral – The TikTok algorithm favours user-generated content. By incorporating UGC in your content strategy, as well as following trends, using TikTok features and using popular TikTok audios, you can increase your chances of going viral. It happens for many brands on the platform, so if you hit the sweet spot with your ads, you can increase your reach dramatically.
TikTok also lets you add a final frame to your video. When your ad ends, the final frame will stay on the user’s page and provide a call to action. Use this feature to increase conversions.
TikTok ads are also simple to produce and inexpensive. You can set your own budget and film content using equipment you already have such as your phone.
- User demographic: TikTok is extremely popular for Gen Z (those aged 16-24) but in recent years the demographics on the platform have diversified.
Pinterest is different to other platforms as the people who use this app are looking for inspiration and searching for new ideas. With over 400 million monthly active users and 83% of weekly Pinterest users making purchases based on the content they see from brands on the platform, it is a great, often underrated platform for eCommerce businesses to sell to people who are open to discovering new products.
Over 70% of users browse Pinterest for purchase inspiration and 46% have discovered new brands and products on Pinterest. This shows that users are looking for purchase opportunities on Pinterest and are open to learning about new brands on this platform.
On Pinterest, users buy through product pins. This feature allows eCommerce businesses an easy and effective way to boost sales.
Stand out advantages
Similar to Instagram, it is a highly visual platform – This suits eCommerce businesses with visually appealing products/services.
Pinterest is powerful in increasing awareness, reach and engagement – As mentioned above, people come to Pinterest to search. They are open to discovery and inspiration. Therefore, if you pin your products in the right places, it is likely people will engage if they are interested in your product.
- User demographic: Pinterest users are mainly aged 18-24, with the second largest age group being those aged 25-34. The user base is prodimontly female with more than 3 in 4 users being women.
Ready to start your social media journey?
Here at Embryo, our team of paid social experts can help you with all your social media needs.
Whether you are just starting your eCommerce journey or need help improving your eCommerce social strategy, we can give you the support you need.
Get in touch with us today and we look forward to working together!
