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Social media strategies for eCommerce 2022

Learn about the importance of social media to improve your eCommerce and implement these strategies to increase your sales.


Having a presence in social media today is essential in any business, however, its importance increases when it comes to eCommerce, since, through social media strategies, it is possible to increase the visibility and reach of a business that is exclusively online.

According to the 2022 Annual Social Networking Study conducted by IAB Spain, of the total Spanish population between 12 and 70 years old, 85% use social networks, being the most known by users WhatsApp, Facebook, Instagram, YouTube, Twitter andTikTok (which is the social network with the highest growth this year). Therefore, as we can see, the use of social networks continues to increase and, therefore, it is essential to take advantage of the opportunity to promote our eCommerce through them.

How do social media help us to improve our eCommerce?

Thanks to the visibility and reach that social media provide us, we can increase and retain followers (potential customers) through quality content and interest, build our brand image, meet and interact with our users and even increase our sales through the social network itself or redirecting users to our website or application.

Quality content is essential for users to continue following our brand on social networks and, above all, to interact with the brand through "likes", comments, sharing, etc., which significantly increases the visibility of the brand and generates a positive image of it.

In addition, in the social networks themselves we can find useful content to improve our eCommerce following pages of our sector and knowing the current trends.

Create and disseminate quality content

As we have already mentioned, the creation and dissemination of quality content for users is essential for your brand to grow on social networks. To do this, you must know what interests your followers and potential customers. In addition, you can offer exclusive offers and discounts to your followers.

The analytics included in the social platforms themselves can be very useful to know your users, in addition to obtaining demographic data, you can see what content gets more interaction and find out why, so it is a very useful tool to improve your strategy.

On the other hand, the content of your social networks must be balanced, so that your followers are not overwhelmed with an excess of promotional content and content aimed at selling products, so it is recommended to use the 80/20 rule, in which 20% of the content of your social network is promotional, and the remaining non-promotional content.

For example, a strategy that generates interaction with your users on social networks and achieves virality and a rapid increase in followers is to carry out sweepstakes and contests, in which users must meet a series of requirements to participate, such as sharing the content, liking or following the account.

To achieve greater dissemination of your content, you can create targeted ads for your target audience, collaborate with influencers and use hashtags or tags relevant to your industry.

Use them as a communication channel

Social media improve communication with customers, since they are channels that allow direct, simple and close communication. You can use them as a customer service channel, resolving their doubts, problems with their orders, etc.

You can also encourage your customers to leave reviews of your products or brand on their social networks by offering rewards or reminding them to share their opinion. A very common option is to upload a question box to your stories, to which customers can respond with their opinions. You can then share the answers, showing those that speak positively about your eCommerce and its products for your followers to see, and if you create a featured story you can permanently leave positive reviews on your profile.

Find the right social media

Before knowing in which social network we are going to have a presence, we must know the metrics and statistics, both of our business and of the social networks themselves. For example, if we are looking to impact a young audience, we will look for those social networks where young people have more presence.

In addition, there are social networks that are especially useful for eCommerce, from which you can make purchases directly. According to a study by eMarketer, the main social networks from which purchases are made are Facebook (18.3%) and Instagram (11.1%), so implementing our strategy on these platforms can be especially useful to increase our sales.

Now that you know some of the possibilities offered by social networks to improve your eCommerce, it is time to use the strategies we show you to continue growing.

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