By now, it is clear that social media is providing eCommerces with many opportunities to sell. In fact, many have enabled stores in them (a clear example is Facebook, which allows you to create a "mini-store" to sell your products without customers having to leave the network). In general, social networks help organically to have more sales; but not all do it equally. Facebook, Twitter, TikTok, Instagram, Clubhouse ... there are many and each one with a strategy.
The best known are undoubtedly Facebook and Instagram, two great "powers" for an online store. But others are stomping, such as Tik Tok. Do you know what strategy can place you from 0 to 100? We explain it to you below.
Social networks, channels to create community
Create social media strategy It is not searching the Internet, pulling out a manual and applying it. Each online store has its "tricks", those strategies that serve it (and yet others do not). The objective of a strategy is to generate a community of people. You need users who are really interested, either by the products you have for sale or by the services you are offering. If not, they will not interact, beyond liking and forgetting.
For example, imagine you have a toy store. And you ask all your Facebook friends to like your page. But among all of them, there are people who do not have children, or who do not like toys. Perhaps, by commitment, they will, but do not expect them to share or to be encouraged to buy, because it is not something that interests them.
Social media should be seen as a club. They should include people who are really happy and like you to send them information on a regular basis, who want to interact with other people who have the same tastes and who participate in the message that you are spreading.
But, to achieve what we are talking about, it is necessary that you ask yourself certain issues such as:
- What type of content might my community be interested in?
- What would you like to learn?
- What type of content do you entertain yourself with?
That practice in which information and publications of others is shared is fine, but we must be realistic: what we are interested in is that they talk about us, that they share our publications, links and products. Because what you do is form a faithful community that seeks a certain issue in which we are the center of attention.
For eCommerces, Instagram is the jewel in the crown
Years ago, the social network in which you had to have a presence as an online store was Facebook and Twitter. Both social networks were growing like foam, until Facebook got ahead of Twitter and was the favorite for an eCommerce.
The increase in followers was something that obsessed companies because, where more people were, the more opportunities it gave you to read you, notice your company and decide to buy from you.
Over time, Facebook was losing steam, and it did so relatively soon, but it really is because the public changed networks. The "fashion" was no longer Facebook, but Instagram, and there were all the eCommerces to try to be the first, the most relevant in the sector or type of business. Its objective? The public.
Now companies are on Instagram and they know that posts must be constant, intense and dynamic: daily stories, direct stories, IGTV videos, short videos for Reels, “normal” publications… However, you run into a problem and that is that you cannot put links in the publications, beyond the links of the profile or the swipe up of the stories, with what bringing that client to your website is quite difficult and that hurts visibility.
Y then it came TikTok
TikTok has been a revolution in social networks. It is still too new to weigh if it is really going to have a long future in time, and the truth is that it is so green that we still do not know how far its scope can go. But what we do know is that there are many influencers who are succeeding in Tik Tok with jokes, dances ...
The brands themselves have set themselves on this social network, especially if your target audience is young people. Now, are there eCommerces on TikTok? Do brands have a place in this network that began as musical and now houses content of very different genres?
Analyzing the online stores that do have a presence on TikTok, we find, for example, the brand diversual.com, the sector's leading online sexhop, with just 5 months of life in the social network that began as Musicaly, it already has over 400 thousand followers. How did you do it? This erotic store that uses social channels to publish educational content on sexuality education with fresh, close and natural tone without being excessively commercial. In his tiktok channel have continued their educational work also addressing issues of sexuality fully adapting to the tone, a format that this network allows getting more than 18 million views in some of his videos.
There are few brands creating quality and strategic content on Tiktok and Diversual is a clear example of adapting to the environment and taking advantage of the opportunities of a boom as Tiktok has been and continues to be. But this does not mean that if you have an eCommerce you cannot try. The important thing is to find that approach to your channel so that it is attractive enough for those who consume this type of content. In addition, you must bear in mind that it must be hooked in just 3 seconds. So quality, impressive videos that are really of interest to a large number can open the doors for you to rise like foam.
Although the benefits for a brand of using the fashion social network are many, like Instagram, the only static link that allows you to put this social network is that of the profile. Therefore, it is important to find a way to divert traffic to the store. And the best way is to create a landing page that links to web pages that we want to highlight, promotions or ongoing campaigns and even to the star products.