When you’re starting an e-commerce business, especially if you’re a niche brand, building a social media presence can sometimes feel like just another item to tick off your to-do list. Social media can feel like a vast, cluttered ocean that is hard to navigate. With millions of brands out there competing for the same users’ bandwidth, social media almost seems like it’s simply not worth the time and effort it needs.
However, according to research, 75% of people between 13 to 26 years of age use recommendations on social media before actually making a purchase. Plus, social media is still the only place where you can find a captive, engaged audience in massive numbers. For instance, Facebook has 2.23 Billion users, Instagram has 1 Billion, and Twitter has 330 Million. No matter what your niche, it is highly likely that your target audience is on social media.
Some of the biggest e-commerce brands have managed to really crack the code when it comes to social media. But it’s not just the brands with the big bucks that have made a splash on social media; many smaller e-commerce companies have come up with out-of-the-box social media strategies that have helped them grow their business dramatically. Here’s a list of 7 e-commerce brands that have done great things with their social media pages.
Although a big e-commerce brand in India, small e-commerce businesses can learn a lot from Myntra’s social media strategy. Although they have the resources to do so, they don’t focus on doing everything on social media. They focus on just 2 things but do them really well.
The first is innovative campaigns on Facebook. They don’t post Facebook updates every day; instead, they use their Facebook page primarily to promote innovative campaigns and promotions. This hangout with Hrithik Roshan is a good example of this.
This strategy seems to have worked for Myntra as it now derives more than 25% of its revenue from Facebook alone.
Another area where Myntra is excelling is Twitter. Again, their Twitter account is not so much to showcase their brand but to interact with their customers. They have an excellent customer service response on Twitter that leaves most customers with a sense of satisfaction. As a result, 81.8% of sentiment online towards Myntra is positive. That’s a very high number for a company of Myntra’s size and it proves that their social media strategy has paid off when it comes to building a stellar reputation for their brand.
Etsy is an online marketplace that has its social media strategy just right. From Facebook and Instagram to Pinterest and Twitter, Etsy has engaging posts with unique images and videos that are exactly tailored to its target audience which is people searching for unique, vintage items not available elsewhere easily.
Where Etsy really leaps ahead of the competition though is its Facebook page Etsy Success. This page caters not to its customers but to the sellers on their marketplace. Etsy does a great job of building a community and supporting its sellers through the page, by answering questions and giving valuable tips and insights on improving their business.
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Chubbies is the best example of how a niche e-commerce brand can really make a splash on social media if they know their brand voice and have a unique pitch. Chubbies sells shorts; and they do it on Instagram with fun, humour and tremendous engagement.
From hilarious office humour (targetted to their largely male audience) to customer shoutouts and innovative product posts, Chubbies really gets it right on Instagram. Moreover, they don’t focus on being everywhere but just being really original and innovative on Instagram.
Ipsy is a subscription-based service that sends you personalized beauty accessories in an Ipsy ‘glam bag’ every month. It has a customer base that’s young, hip and mostly millennial. Ipsy’s strength lies in nailing their customer persona as well as their brand voice and using both to create a phenomenal Instagram page.
They do have innovative product posts of course but they also have so much more- interesting memes and quotes, sharing customer posts on their Instagram stories, and featuring their activations on their page. Ipsy’s whopping 2 million followers just goes to show that if you’re a niche brand, your social media page needs to go beyond just product information and advertising to give users something they want to look at and read about every day.
Flipkart is the poster boy of Indian e-commerce and its social media pages show that it has always had its finger on the pulse of the nation. Flipkart’s facebook page has always believed in making even the most mundane things connect with their audience by presenting it in a fun and creative way; be it their cover photos or festival greetings.
Pepperfry has taken a unique approach to social media strategy. It is using its social media pages to showcase its home decor line via 15 second short videos. What’s more, the ads are not focussed on the model but are led by the product. This has created a unique element to their social media strategy which has been much appreciated by their fans on Facebook.
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As the leaves change, so has my skin. In order to keep it glowy and flake-free, I incorporate a face oil into my moisture routine. @herbivorebotanicals Orchid Facial Oil is packed with all the essentials that help bind moisture to my skin. Also, as an added bonus, it smells like the tropics. I use about 3 drops before I apply my moisturizer or, depending on how my skin feels, I’ll use just the oil by itself. Click the link in bio to get a mini (0.3oz). @natyordz – Birchbox B Team member
Birchbox is the best example of getting customer engagement and great content in one shot. All their posts are sourced from their millions of followers and posted as ‘re-grams’ on Instagram. This not only helps them find great content every day but also keeps their followers engaged. Of course, people would be more likely to share your posts if they’re featured in it and Birchbox leverages this really well. This is a great brand strategy for e-commerce companies with a good customer base who want to increase customer engagement.
The brands in this article are at very different life stages with very different budgets; from e-commerce market leaders to small upcoming niche brands. And though their social media strategies have been very different based on their life stage and their audience, they have all been very effective. This just goes to show that a great social media page is not about budget or resources. It’s about truly understanding your customer and delivering valuable content to them.