Ecommerce Social Media Strategy: Platform-by-Platform Breakdown

One of the most common questions ecommerce brands ask us is: "Which platforms should we be on?" The answer depends entirely on what you sell and who you sell it to.

Instagram: The Visual Storefront

Best for: lifestyle, fashion, beauty, food, homeware, and any visually appealing product. Instagram Shopping makes it seamless to tag products and drive purchases directly from posts and Stories.

TikTok: The Discovery Engine

Best for: products under £50 with impulse-buy appeal. TikTok's algorithm surfaces content to people who've never heard of your brand, making it unmatched for discovery. TikTok Shop is growing rapidly.

Facebook: The Retargeting Powerhouse

Best for: retargeting and community building. Facebook Groups create loyal communities, and Facebook Ads remain the most sophisticated retargeting platform available.

Pinterest: The Long Game

Best for: home decor, weddings, fashion, DIY, and aspirational products. Pinterest content has an incredibly long shelf life - pins can drive traffic for months or even years.

LinkedIn: The B2B Marketplace

Best for: B2B products, SaaS, professional services, and high-ticket items. If your customer is a business owner or decision-maker, LinkedIn is where they spend their professional time.

The Rule

Master two platforms before adding a third. Spreading thin across five platforms will always underperform going deep on two.