Skip to main content

Social media has become a powerful force in the world of eCommerce. With billions of active users across various platforms, social media offers a unique opportunity for online businesses to reach and engage their target audience. Whether it’s through sharing valuable content, building trust and loyalty, or generating leads and conversions, social media can help eCommerce businesses achieve their goals and grow their brand. 

Choosing the right platforms

One of the first steps to maximising the power of social media for your eCommerce marketing strategy is to choose the right platform(s) for your brand. Many social media platforms are available, each with its features, benefits, and drawbacks. Some of the most popular platforms for eCommerce businesses are:

  • Facebook: The largest and most widely used social media platform, it allows you to create a business page, post content, run ads, and interact with your customers. Facebook is ideal for building awareness, driving traffic, and generating leads.
  • Instagram: A visual platform that focuses on images and videos, Instagram is perfect for showcasing your products, creating a brand identity, and inspiring your audience. Instagram also offers features like stories, reels, live, and shopping that can help you boost your engagement and sales.
  • TikTok: A popular video app with younger audiences, TikTok Shop is an eCommerce solution integrated within TikTok. It enables merchants and creators to showcase and sell products for the TikTok community to discover and purchase directly through a complete in-app experience.
  • LinkedIn A professional network connecting you with other businesses and professionals, LinkedIn is useful for Business to Business marketing – establishing credibility, sharing industry insights, and finding new opportunities.

The best platform(s) for your eCommerce business will depend on your goals, audience, budget, and resources. 

You should consider factors like:

  • Where does your target audience spend most of their time online?
  • What type of content resonates best with your audience?
  • What are the strengths and weaknesses of each platform?
  • How much time and money you can invest in each platform?

You don’t have to be on every platform, but you should aim to be consistent and active on your chosen ones. You should also monitor your performance and adjust your strategy accordingly.

Creating engaging content

Creating engaging content is crucial for attracting and retaining your social media followers. Your content should reflect your brand personality, showcase your products, and provide value to your audience. Here are some tips on how to create engaging content for your eCommerce business:

  • Use high-quality images and videos that capture attention and highlight your products’ features and benefits. You can use tools like Canva, Adobe Spark, or In Video to create stunning visuals for your posts.
  • Write captivating captions that tell a story, ask a question, or include a call to action. 
  • Use hashtags to increase your reach and visibility on social media. 
  • Experiment with different types of content, such as user-generated content, testimonials, behind-the-scenes tutorials, polls, quizzes, giveaways, etc. 

Building your follower base

Building your follower base is essential for increasing brand awareness, trust, and loyalty. The more followers you have, the more potential customers you can reach and convert. Here are some strategies for building your audience on social media:

  • Run targeted ads to promote your products, offers, or content to your ideal customers. You can use tools like Facebook Ads Manager, Instagram Ads, or TikTok Ads to create and manage your ads campaigns.
  • Partner with influencers who have a large and engaged following in your niche. Research to find and connect with relevant influencers for your brand.
  • Host giveaways or contests to incentive your followers to share your content, tag their friends, or follow your account. 

Leveraging social media advertising

Social media advertising can be a powerful tool for driving sales and reaching new customers. Social media platforms offer various ads that can help you showcase your products, generate leads, and increase conversions. Some of the most common types of social media ads are:

  • Sponsored posts: These are posts that appear on your target audience’s feed or stories and look like organic posts. They can include images, videos, or text and have a call-to-action button that directs users to your website or app.
  • Carousel ads display multiple images or videos in a single post, allowing users to swipe through them. They can showcase different products, features, or benefits and have a call-to-action button that links to your website or app.
  • Retargeting ads: These ads target users who have visited your website or app or interacted with your brand on social media. They can remind users of your products, offers, or content and encourage them to complete a purchase or take another action.

Here are some tips to help amplify your eCommerce marketing campaign: 

  • Define your goals and budget for each campaign.
  • Identify and segment your target audience based on their demographics, interests, behaviours, and preferences.
  • Choose the right platform and ad format for your campaign.
  • Create compelling ad copy and visuals highlighting your value proposition and matching your brand voice.
  • Test and optimise your ads based on their performance and feedback.

Measuring your results

Measuring your results is essential to evaluate your social media efforts and optimise your strategy. You should track and analyse various metrics that reflect your goals and performance. Some of the most important metrics to measure are:

  • Engagement rate: This is the percentage of users interacting with your posts, such as liking, commenting, sharing, or saving. It indicates how well your content resonates with your audience and how loyal they are to your brand.
  • Click-through rate: This is the percentage of users who click on your links or call-to-action buttons in your posts or ads. It indicates how effectively your content drives traffic to your website or app.
  • Conversion rate: This is the percentage of users who complete a desired action on your website or app, such as purchasing, signing up for a newsletter, or downloading a resource. It indicates how successful your content is at generating sales or leads.

You can use tools like Google Analytics, Facebook Insights, Instagram Insights, or TikTok Analytics to measure and report your results. You should also compare your results with your competitors, and industry benchmarks to see how you stack up and identify areas for improvement. Check out our blog post here to learn more about the metrics you should be monitoring to grow your eCommerce business.


Social media is essential for eCommerce businesses to connect with their customers and drive growth. To start, choose the right platforms for your brand and audience. Always push yourself to create engaging content that showcases your products and provides value to your followers.

Build your follower base by running targeted ads, partnering with influencers, and hosting giveaways or contests. Leverage social media advertising to reach new customers and increase conversions. Finally, measure your results and optimise your strategy based on your performance and feedback. Now that you know how to maximise the power of social media for your eCommerce business, it’s time to take action and start implementing these strategies. Contact our eCommerce marketing experts at maxemus to help you build a solid social media presence.

Ready to build measurable, predictable and reliable growth?

It’s hard to know which marketing initiatives and channels are contributing to the bottom line. We can help make sense of your data and develop strategies to increase your online visibility and return on marketing.

Free Strategy Session