How to sell on social networks? Discover social selling strategies for boost your sales on Facebook, Instagram, TikTok and Pinterest!
Selling through social networks, also called social selling, has become an essential lever for businesses and freelancers. Facebook, Instagram, TikTok, Pinterest, Snapchat… These platforms now offer powerful features to sell directly to a qualified audience. In 2021, 64 % of social media users made a purchase via these platforms, and this figure is expected to double by 2025 according to Accenture. So, how can you take advantage of the social commerce and maximize your online sales? Here's a complete guide.
The benefits of selling on social media
Visit social selling provides access to a huge audience while simplifying the shopping experience. Here’s why businesses are investing heavily in selling on these platforms:
- A massive and engaged audience : More than 4.5 billion people use social media, and 87% of shoppers say a social network influenced their purchasing decision.
- Better conversion : Internet users spend time on these platforms, which encourages rapid and impulsive decision-making.
- Low cost of entry : Unlike traditional e-commerce sites, creating a store on social networks is free and quick.
- Optimized features Facebook, Instagram Shopping, TikTok Shop, and Pinterest Product Pins make it easy to sell with one click.
However, this sales method is not without its drawbacks: strong competition, dependence on algorithms and the need for quality content to stand out.
Establish an effective strategy for selling on social networks
Before you start, define a social selling strategy clear and efficient.
Determine your target audience
To sell effectively, you need to know your buyer persona. Analyze your audience’s age, interests, digital habits, and expectations. For example:
- All young adults (18-30) are very active on Instagram and TikTok.
- All professionals prefer LinkedIn.
- Decoration and DIY enthusiasts turn to Pinterest.
Choose the right social network
Each platform has its specificities:
| Social network | Number of users (millions) | Majority age group | Income category |
|---|---|---|---|
| YouTube | 55 | 25–45 years old | All categories |
| 32 | 35 and over | All categories | |
| 28 | 18–34 years old | All categories | |
| 24 | 35 and over | Superior category | |
| 10 | 30–44 years old | Superior category | |
| X (Twitter) | 6,5 | 18–34 years old | Superior category |
| TikTok | 20 | 11–24 years old | All categories |
| Snapchat | 21 | 13–24 years old | All categories |
| Twitch | 11 | 18–34 years old | All categories |
Note: These figures are approximations and may change depending on the methodologies and sources consulted.
Analyze the competition
Identify the strategies your competitors are using. What are their best posts? What types of content generate the most engagement? Take inspiration from best practices and find a way to differentiate yourself.
Developing your visibility and engagement on social networks
To sell, you need attract attention and build an engaged community.
Optimize your profile
A attractive, professional profile boosts visitor confidence:
- A profile picture and a quality banner.
- A bio claire with relevant keywords.
- A link to your store or website.
- From regular and engaging publications.
Publish attractive content
Social media users are constantly solicited. To stand out from the crowd:
- Publish high-impact visuals : professional photos, demonstration videos, interactive stories.
- Bet on video : short formats like Instagram Reels or TikTok attract more attention.
- Use customer testimonials : reviews and recommendations boost credibility.
- Launch flash promotions : limited time discounts to encourage immediate purchase.
Use hashtags and collaborations
- Integrate strategic hashtags (#socialselling, #shoponline, #ecommerce) to reach more users.
- Collaborate with micro-influencers : they have an engaged and authentic community, which fosters trust.
Strategies specific to each social network
Selling on Facebook and Instagram
- Use Facebook Shop and Instagram Shopping to integrate a store directly on your page.
- Make the most of stories and reels to show your products in action.
- Offer live shopping to interact with your customers live.
Selling on TikTok
- Create Viral Videos by demonstrating the benefits of your products.
- Use TikTok Shop to sell directly via the platform.
- Collaborate with creators to gain visibility.
Selling on Pinterest
- Use Product Pins to enable one-click purchasing.
- Optimize your images with detailed descriptions and links to your store.
Selling on LinkedIn
- Showcase your expertise via educational posts and case studies.
- Use social selling by interacting with prospects via private messages.
Track performance and optimize sales
To improve your social media sales strategy, monitor these key indicators:
- Commitment likes, shares, comments.
- Conversion rates : number of visitors who completed a purchase.
- Cart Abandonment Rate to identify friction points.
Should you invest in social media advertising?
Platforms such as Facebook, Instagram and TikTok enable precise targeting of your audience with effective ads:
- Cost per click (CPC) : paid every time a user clicks on your ad.
- Cost per thousand impressions (CPM) : ideal for increasing visibility.
- Retargeting : target people who have already visited your store.
Tip : Start with a low budget and test different formats before investing more.
The future of social commerce
Trends are changing fast. Here are some developments to watch:
- Augmented reality : virtual trying on of clothes or live makeup.
- Live shopping direct sales with influencers.
- AI and Personalization : recommendations based on browsing history.
What you need to remember
Visit social selling is a powerful lever to boost your online business. By choosing the right network, publishing engaging content and tracking your performance, you can turn your subscribers into loyal customers. So, ready to sell on social media?