Today, most people have encountered a product that seems to follow them around the internet. It could be a fancy shampoo or a trendy jumpsuit, but if you see the same product enough times, you might find yourself placing an order.
In 2019, e-commerce startups need to win sales by meeting customers where they are. According to The Manifest, more than 80% of people check social media daily, making social media a crucial place to connect.
However, with so many social media options to choose from, not all are effective in converting casual users into paying customers. The top four social media channels for e-commerce startups are:
You can use this article to learn the key benefits each platform provides.
1. Facebook users care about online reviews
On Facebook, most business pages have a prominently featured ratings and reviews field. Customers can write reviews directly on Facebook and interact with other shoppers who have run into issues or celebrated successes.
Facebook is also a great place to repurpose reviews your customers have already posted. Using Facebook’s carousel-style ads, you can select text and images from customer reviews on your website or third-party review sites, then promote them to showcase social proof to other potential customers.
When choosing which customer reviews to highlight, Social Media Examiner recommends reviews with specific, personal stories. For example: “‘I bought this game for my daughter’s birthday and she absolutely loves it,’ [has] a greater impact than generic ones like, ‘It’s a great toy.’”
2. Instagram’s targeted ads reach your specific audience
Instagram’s ads are easy to target specific groups within your larger audience. Maybe you sell women’s athletic clothes, but you specialize in serving customers who prefer organic cotton and want great plus-sized options. With targeted ads, you can make sure your ads go to customers who are most likely to be interested.
Instagram is especially well-suited for advertising products on the higher end of the price spectrum. According to Hootsuite, Instagram users tend to spend more than users of other social media platforms – approximately $65 per order.
Still, experts recommend using Instagram for a variety of CTAs, not just sales. Considering the value of email newsletters, a newsletter signup CTA on Instagram could be the key to developing a new influx of committed customers.
3. Twitter enhances customer service
When customers feel frustrated or angry about a purchase experience that doesn’t meet their expectations, many vent on Twitter. Customers know that tweeting at major companies can be a fast and direct way to demand attention for their issue.
As soon as customers post on Twitter, the clock starts ticking for companies. Tweets about negative experiences can discourage other customers from giving your business a chance. However, a swift response can set your company apart and leave customers with a positive impression.
Research by Shopify found that 33% of people actually prefer using social media over other communication options. In addition to responding in a timely manner, experts emphasize that tone matters: “Your potential customers will love seeing you take care of your existing customers so be fast, be empathetic and make their day.”
4. Pinterest allows users to shop in-platform
Pinterest is an addictive social media platform that allows users to sift through countless images of products, recipes, decor ideas, and more. Users can browse through an endless feed and save products they like to personal boards.
Pinterest is also an excellent social media platform for e-commerce startups, thanks to a new feature called “buyable pins.” This feature allows users to purchase items that catch their eye right in the platform, providing a frictionless shopping experience that removes barriers to purchase.
With more than 200 million users who have an average shopping cart of nearly $59, Pinterest can drive significant revenue results.
Social media Is a necessary tool for e-commerce startups
Today, social media is too important for e-commerce startups to ignore. Facebook, Instagram, Twitter, and Pinterest can all help you grow your business and connect with new customers who might stay with you for years to come.
To ramp up your social media presence, you can connect your employees with training courses, hire a social media management agency, or even expand your marketing department. No matter which path you choose, don’t miss out on social media’s benefits.
