The potential buyers for your dropshipping store are hanging out on social media, so that’s where you should be, right?
It makes a lot of sense: online stores that have a social presence have 32% more sales on average than stores that don’t.
The variety of content you can now create across social platforms is constantly growing and there probably hasn’t been as good time as now to be present on social media as an online store.
However, there is a flipside to that: there are probably *too* many options, which can easily turn into a timesuck. You want to make sales, but doing too many things at once distracts you and dilutes your efforts—here are a few things to keep in mind:
You don’t need to be on every platform. Below, we’ll talk about Facebook, Instagram, and Pinterest, and their respective audience demographics and typical behaviors. However, bear in mind you’re better off being brilliant on one platform than being bad on three!
You don’t need to reinvent the wheel. There are brands in all niches across any platform that are absolutely killing it—do the smart thing and unpack their posting strategy, frequency, engagement, and everything else you can get your hands on. This will give you a great idea of what works and why it might work for you, too.
Consistency is crucial. Not just from a regular posting point of view, but also in the overall approach. Visual coherence, identical profile names, handles, and profile photos across platforms, similar profile descriptions, and profile links that direct to your store are the bare minimum that will help you build a recognizable presence overall.
That being said, you probably know you can’t just keep posting your product photos all across the internet and call it a day. Keep on reading to get ideas for a long-term posting strategy that will bring you sales without burning you out.
Wondering what kind of audience is on Facebook? The answer is probably—everyone. It’s still the leading social platform when it comes to number of users. The 18-34 age group is definitely the most represented, and the gender breakdown only slightly skews male:
One superb tool you can use to learn about the demographic and interests, age groups, genders, language, job titles, education, and much more, is Facebook Audience Insights. Once you start building up your criteria, numbers and graphs will start changing, and you can gain a better understanding of an area you want to serve with the products in your dropshipping store.
Here are some pillar content ideas for your Facebook page:
Visual content. Seems like a no-brainer, but hear us out: Facebook doesn’t want you to share link after link that always lead to your product pages and promotional content.
In the recent months, more emphasis is being put on the desire of their users to simply engage with their friends and family instead of being sold to.
The solution for businesses is to become conversational, and visuals can make a world of difference here. Whether it’s images, galleries, GIFs or videos, use them to spark comments and genuine engagement around the topics related to your niche.
Example from ModCloth:
Show a lifestyle. The easiest thing to do as an online store would be to post one product photo after the other and walk away. It would also be the worst thing to do. Instead, aim to showcase the environment in which your ideal customer thrives.
Are you selling men’s watches? You can share content from online magazines that tell the story of stylish men and their travel-filled lifestyle.
Selling running gear? You can talk about ongoing marathons, share videos from them, and so much more.
Instead of thinking about your isolated products, think big-picture-lifestyle.
Example from MVMT:
Run giveaways and time-sensitive offers. There’s nothing like scarcity to bring people into your online circle and get them to talk about you to their friends. Giveaways can simply mean you’re asking for comments and post likes after which you’ll select the winner for one of your products (make sure you’re following Facebook’s promotion guidelines).
Time-sensitive offers can be discounts that will incentivize purchases without hurting your revenue.
Create a Facebook shop. This option might depend on your location, but Facebook is rolling out a shop section feature for pages—the ability to add your products and sell them from Facebook.
If this option is available in your location, an even better feature is the ability to set up your shop section by using a Shopify integration. Get all the details and guidelines in Facebook’s help center.
Example from Cultivate What Matters:
There are two quite extraordinary things you need to know about Instagram: it’s growing faster than any other platform—including Facebook and YouTube—and 72% of Instagram users report making purchase decisions based on something that they saw while browsing the app.
Needless to say, for online store owners, this is huge!
Here is the demographic breakdown of Instagram’s users:
There’s clearly a huge opportunity for dropshippers on Instagram—here’s how you can make the most out of it:
Set up a business profile. Out of many advantages of a business profile on Instagram over the personal one, you’ll probably be into the fact that business profile allows you to dig deep into the breakdown of your own audience on the platform, from days and times they are most active, cities they’re in, their age and gender, as well as the performance of your posts and your profile as a whole.
If you end up setting up your products in the Facebook shop as mentioned above, you will be able to take advantage of this on Instagram, too!
Show your products in use. More than anywhere else, photos of individual products with no context or environment will typically be seen negatively. When you first start out, it might be challenging to showcase your products in real life, but as you get more sales, make sure to ask your customers for real-life photos of your products in their environment that they’d be happy to see on your profile!
Example from Sweet Water Decor:
Behind the scenes. One thing Instagram is famous for is the beautiful, perfectly curated feed. The second? Showing the not-so-perfect behind the scenes of business.
Whether through Instagram stories or the traditional feed photos, make sure to showcase the personality behind the store—you! This might mean your home office life, your planning, or even your holidays. As long as it fits the narrative of your niche and what you believe your shoppers want to see, it will work.
Dig deep into the lifestyle. Building upon the lifestyle topic from the Facebook section above, make sure to tell the stories around your products.
The fun thing about this? You actually don’t have to *talk* about your products for this type of posts to make sense.
Here’s an example: Let’s say you’re selling portable phone chargers. You’re not actually selling just the phone chargers; you’re selling a feeling of freedom to not have to be near a power outlet at all times.
Going to a conference and spending 10 hours on your feet and networking? You can still be confident your phone won’t die on you.
Traveling to a remote, exotic location for 30 hours with 2 layovers? You’re okay because your portable charger holds 4 full charges for your smartphone.
Example from GoPro:
Pinterest is an online shopper’s dream. It’s inspiring, diverse, you can scroll infinitely, and find content and products you otherwise probably wouldn’t.
It’s also an incredibly powerful platform to use as a retailer or an online shop: 93% of Pinterest users use the platform to plan purchases, and the average order value on Pinterest is $50. This means that the right presence for you as a dropshipping store owner can make a huge difference for your sales.
Pinterest is well-known as the platform with largely female audience; here are some other key details:
Want to be that shop that shows up when your potential buyers are researching? Here are some action points for you:
Create a business account. Just like with Instagram, Pinterest business account has several benefits, like understanding the performance of each piece of content you pin—both your own and someone else’s—as well as growth over time.
One of the best things about it though is the ability to create buyable pins, meaning you can sell your products through the platform completely for free. It works seamlessly across web and mobile, and you can learn more and get started here.
Create boards cleverly. It might be tempting to create Pinterest boards that simply reflect your store’s categories and contain product listings.
The problem with this is that it won’t make Pinterest users engage. Instead, you can take a page out of Ikea’s book; they obviously sell home decor and organization solutions, but they’re not just listing items from their catalog. Instead, they have boards like Wedding Ideas, Recipes, Cooking Inspiration, and similar boards that go beyond the product—they inspire, spark ideas, and show how well they know their customers’ preferences.
Drive inspiration. To truly drive that point home, let’s dive into the inspiration slightly deeper.
Let’s say you’re selling women’s clothes. When looking for clothes, women aren’t simply looking for more things to have in their closet; they’re looking for ways to look great and confident in their everyday life without spending extra time and effort to find the right pieces in their closet every day.
What kinds of pins and images can you share on your profile to inspire that confidence and educate them about style, colors, and accessories? Brainstorm ways to do this for your niche, and you’ll be good to go.
We gave you all you need to get started creating social media presence for your dropshipping store right now.
Let’s recap your action steps:
Don’t forget to go down a rabbit hole of those online store that are already doing extremely well on social media in your niche and pick up ideas that worked for them, too!