Social networks, in the form of applications, platforms, or online services, are known as virtual places for people to socialize.
Social networks are platforms where people post, comment and share content. For a seller they are above all a channel of trust: they show proof of satisfied buyers, let people discover new items and offer quick support. Unlike in the past, the organic reach of company pages on most networks is no longer enough on its own for growth, so use them as part of a wider story together with content, email and advertising. Some buyers, especially younger ones, discover items on Instagram, TikTok and YouTube, so "social search" is also becoming important.
How to choose? Where is your buyer already? Ask your last ten buyers. Pick one or two networks and run them well, rather than being everywhere badly:
- Instagram - good for visual items (fashion, home, food), Reels and stories; weaker for items that need long explanations;
- TikTok - good for short video and working with creators, a younger audience; weaker for expensive, considered purchases;
- Facebook - good for a wider and older audience, groups and local offers; weaker for younger audiences;
- YouTube - good for how-to videos, comparisons, long and short videos; takes more work to prepare;
- Pinterest - good for inspiration for home, fashion, recipes, long-term traffic; weaker for quick promotions;
- LinkedIn - good for the business environment (B2B); weaker for consumer items;
- X (formerly Twitter) - good for news and quick communication with buyers; weaker for visual items.
Frequently asked questions
It depends on your buyer. Instagram and Facebook (Meta) are a common choice for consumer online stores: large reach, advertising tools and dynamic ads from an item catalog. TikTok is interesting for a younger audience and short video, Pinterest for visual items (home, fashion, food). Ask your last ten buyers where they found you and pick one or two networks.
Not necessary - it is better to be excellent on 1-2 networks than average on all. Choose networks where your target audience is and focus there. Dispersed presence without a real strategy rarely produces results.
They do not directly affect Google rankings, but indirectly - content on social networks increases website traffic, builds backlinks, and increases brand awareness, which indirectly impacts SEO.
Organic content (posts, stories) is free, but reaches a small portion of followers. Paid ads (Meta Ads) reach a precisely defined target audience, regardless of follower count.
With the Meta pixel and server-side measurement (Conversions API) we track conversions from Facebook and Instagram ads, always with the visitor's consent. For organic content we track clicks to the website, reach, and engagement. GA4 shows how much traffic and sales come from social networks; Meta data and GA4 do not match exactly.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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