Marketing Quick Hacks

How to Create Engaging Social Media Content for eCommerce Brands

Nov 30, 2018 7 min read


How to Create Engaging Social Media Content for eCommerce Brands

Reading Time: 7 minutes

There is a quest in the world to bring more footfall in retail stores and get more traffic on a website when it comes to eCommerce. Social media plays a vital role to persuade buyers by constantly engaging and reinforcing your brand.

I receive many requests from Quora and the most common question is- “How to create engaging social media content for my eCommerce store?

I believe, it is important for any merchant to have social media content which is engaging enough to drive conversions. And, there is no rocket science behind that.

It’s just that we have to bring such content that helps your targeted audience to interact with your brand on social media. Also, the eCommerce brands like yours have so much on their plate to offer their audience compared to other industry brands.

To create engaging content for the festive season or normal days, you at least need to have an effective eCommerce social media marketing strategy in place. Without that everything goes in vain.

So, let’s check out what types of content drives social media engagement for eCommerce brands:

1. Invest in Videos

While discussing the website features that drive conversions for fashion eCommerce brands, Vatsal Shah mentioned videos to be the new in-thing. Videos are even trending on social media.

There are a few video statistics posted on Social Media Today:

  • 90% of consumers say video helps them in making buying decisions
  • To increase conversions by 80%, you need to add videos to your landing pages

Just imagine the way video is taking up around 80% of all Internet traffic.

Also, if you check out feeds on your Facebook, almost 80% of times, you will see auto-played videos. And then, there is no end to it.

So, there is no chance you can avoid that. You need to largely invest in making interesting videos and you even have to promote them on social media to drive engagement.

A killer type of engaging social media content for eCommerce brands, right?

2. Focus on Storytelling

So, you know every time you don’t need to look around for creating engaging social media content to publish on your social media pages. You can focus on bringing stories on-board.

Are you wondering- what stories? Stories could be anything that your customers can relate to. Stories could be-

  • Your brand story
  • Your customers’ story
  • ‘How your products are made’ stories
  • Inspiring videos resembling your brand products/services
  • Stories which has Pathos – emotional appeal
  • And many more…

In short, bringing stories in the form of videos are gonna touch the heart of your audience and would be remembered forever.

You know, Nike never shares any of their products on their social media directly. Well, now they don’t need. But, there is one thing to take from their social accounts is the way they bring stories.

3. Create Product Infographics

One of the major reasons why most eCommerce businesses use the power of social media is to bring traffic and sales. But, every time, sharing the same products and banners, again and again, seems boring to your audience.

What you can do is, create an infographic which is full of products, benefits, and offers and then share it on social media.

The way you are doing while drafting your emails for the email marketing campaigns.

By the way, I hope you know these Dos and Don’ts of eCommerce email marketing.

Okay, back to the topic- Infographics work better on social media.

In fact, not just full of products and offers, you can share a few statistics on your particular product, offer, your own brand journey. Anything on infographics would work amazingly on social media and would drive engagement for your eCommerce brand. Try it, you won’t regret it.

4. Give GIFs a Try

Just like videos, GIFs are in trend.

Just a 5-second of a video does wonders nowadays. Whether that is related to an expression or promotion of a product, everything receives a great social media engagement for your eCommerce brand.

That’s the reason even leading brands to take advantage of GIFs. Then, why shouldn’t you?

5. Polls are powerful

If you haven’t known that polls can really create engaging social media content, then you’ve wasted your months or years on social media. I especially love polls.

There are various benefits of utilizing polls for your eCommerce business:

  • You can understand what products do your customers like
  • Polls are reached to a huge amount of audience which means increased brand awareness
  • Polls bring new topics to write on the blog of your eCommerce store
  • You can reach a decision if the polls were made to drive decision-making for your business

Make sure if you at least organize one poll in a week that lasts for around 4 or 5 days. The more the days you have polls for, the more is the engagement you receive. Poll works better for the brands who have followers in thousands.

Go get started!

6. Consider Contests

Customers love winning free goodies and gamification as we all have a kid inside us which loves to play. How about you?

To attract the customers and drive social media engagement, you must organize contests on a regular basis. Contests can be something related to your industry, products or maybe anything else.

Well, contests need a huge amount of research, creativity, and the understanding of your audience behavior. Once, you have enough skills on that, you are done.

But, make sure you don’t fake it while giving out the free goodies or running contests because that will impact your brand reputation. And, once the brand reputation has a negative impact on your customers, you are not likely to earn their trust ever again.

7. Bring on Influencers

This influencer thing is so much popular these days. And the whole industry is eyeing on it. You know recently, we shared the entire process and outcomes of influencer marketing for the online fashion brands.

And, that process of influencer marketing works exactly the same for other online brands as well. But, bringing influencers on social media has a huge impact as they come along with their huge list of followers.

If any influencer is giving a shout-out to your brand on social media, you’re sure-shot to see a sudden increase in the number of followers, website traffic, and even conversions. So, the content that influencers create is highly engaging on social media platforms.

Also, the leading brands such as Flipkart did it-

8. Share Customer Reviews

Happy customers attract more customers.

This is what I and even every successful business owner believes. That’s the reason why we highlight customer reviews on our website, on our Facebook page, etc. And, that’s how it really works on social media.

So, how do you want to share your happy customers’ feedback on social media completely depends on how creative you are and how well you understand your audience.

What I am trying to say is –

Videos and GIFs are so trending that you can utilize it for getting the customers’ feedback. Share the ones that are amazing ones and gain utterly amazing social media engagement.

What say?

Well, see Amazon Echo India does it-

9. Come up with Stats

Irrespective of the industry, sharing statistics work for every business.

And, the eCommerce industry has the audience who loves to know about facts instead of just products and reviews.

Share some interesting facts or statistics that are interesting for your audience to gain some crazy social media engagements.

10. Use Correct Hashtags

Despite the type of content you create and share on social media, hashtags help you reach your content to the relevant audience.

So, here are some handy tips to drive social media engagement:

  • Use only relevant hashtags
  • Check which hashtags are used on the day when you are sharing a post and use them if they are relevant
  • Don’t add too many hashtags because that seems boring to your audience and looks like you are desperate to earn more followers
  • Sometimes, create your own customized brand hashtags and use it consistently the way Nike do it

That’s how you can win engagement on social media content for your eCommerce brand.

11. Tag brands and Right people

There is one another quick way to help your brand to get noticed on social media is to tag brands and people relevant to your posts.

If you are a marketplace, you can tag brands whose products are being sold on your marketplace. If you are a small eCommerce brand, you can choose the people who contribute to your brand products.

You can tag influencers and even the team that is working towards bringing your eCommerce brand up. In short, sharing people and brands get your eCommerce brand noticed and hence, such engaging content drives social media engagement. So, start it right away.

12. Launch with Giveaways

If you are a startup or a fresh eCommerce brand, you need to launch grand.

While talking about how to drive traffic to your newly-launched fashion eCommerce store instantly, I had explained how launching with heavy discounts help the store to see higher website traffic.

That’s how you need to do on social media. Don’t just declare the heavy discounts, even declare a few giveaways on something that you do.

For example, your audience gets a lucky chance for every like, retweet, share, comment or anything like that.

The Last Words

Social media is a channel where engagement does not happen on their own. You need to make it happen. And, for that, you need to create and share highly interesting and engaging content that helps you earn followers, customers, and brand promoters.

Did you find this list of creating engaging social media content interesting? Share your feedback on [email protected].

Himani Kankaria is a content writing and marketing consultant, a brand ambassador of Hootsuite. With 7+ years of SEO & digital marketing experience, she has helped various enterprises to achieve 800% organic growth YoY. She shifted her focus from core SEO to content writing and marketing utilizing her SEO skills just to offer enterprises with high-quality content that ranks on Page 1 of Google and even converts. Himani talks a lot and loves dancing. She enjoys networking with the like-minded people and enthusiastic about achieving new heights in life.