Social Media Strategy for Shopify Businesses

Developing a social media strategy and a process that will keep your marketing efforts focused is key.

Social media is a powerful way to engage with your customers and grow your business. However, it can be difficult to know where to start or what platforms you should focus on.

Developing a social media strategy and a process that enable you to execute while not taking too much attention away from running your business will keep your marketing efforts focused.

It may seem overwhelming to build a presence on so many different platforms, especially when there are so many channels to use. This guide will teach you basic social media marketing strategies for Facebook, Instagram, Pinterest and TikTok.

Facebook is a tool that can be used for both paid and unpaid advertising. Social selling is a fantastic way to utilize Facebook to generate sales for free. 

With over 1.7 billion daily users and a wide variety of age groups using the platform, Facebook is a great tool to leverage for making sales. With the primary purpose of the platform being connection, it’s a great tool to implement social selling. 

Social selling on Facebook is welcomed, as rather than using paid advertisements to disrupt potential buyers’ feeds, you are becoming a welcomed part of it. Utilizing Facebook as a platform for engaging and educating consumers about your brand and your product is a surefire way to gain sales over time. The return on investment for every dollar spent social selling is $5, so for every $1 you spend, you can earn $5 back.

Here are some key things to remember with your brand’s Facebook strategy:

Setting goals and targeting your preferred buyer demographic is important. Creating content that entertains your target buyers whilst simultaneously helping you achieve your goals is how you’re going to social sell on Facebook effectively. 

If you’re unsure what type of content to create, try to follow the “80-20 Rule”: that is, make sure to use 80% of your posts to tell, educate, and entertain, and 20% to market your business.

Don’t just focus on providing value to your followers, but also on building relationships with them. Providing them with quality content regularly will make them more receptive to your products and services. Focus on making relatable content that your target demographic will enjoy the majority of the time, and sprinkle in some product-focused content from time to time. 

It turns out that the algorithm hates self-promotion. Getting too aggressive with sales on Facebook hurts your brand. Facebook will stop promoting your content if it gets too sales-focused. This is why the 80-20 Rule is key. 

Facebook also has advanced paid advertising options, with targeted demographics and plenty of customizable options. An ad placed mindlessly on social media won’t be effective. As a touch-point throughout the process, a clear objective is essential. This determines how pushy you should make your ad and the type of ad copy you’ll use.

You may need to identify where in the buyer journey your intended audience is. What stage are they at? Aware, considering, or ready to convert? This will help you frame your advert to be the most effective, giving you the best return on your investment. 

Once you know your target audience, Facebook has incredibly advanced demographic targeting for its paid advertising platform. This means you can narrow down who your advertisement will appear to. Facebook even lets you filter your target demographic by interests, allowing you to specifically target your niche. You can exclude certain demographics as well, which means if you own a Shopify store making school supplies for college students, you can exclude younger and older age groups.

Facebook recommends you use automated placements for your paid advertising. Automated placements on Facebook place your ads where your target audience will see them, saving time and being more effective. You can use specified placements as well, but we don’t recommend this for Shopify store owners. It can greatly increase your advertising budget and without specialized marketing knowledge, your marketing may fall flat. 

The advice I give all my clients wanting to start advertising on Facebook is to start small and experiment to find what works for your brand. 

Instagram is a social media platform that is sales-focused. With Instagram Shopping launched in 2019, it is now known 81% of users utilize Instagram to research products and services. 

Business profiles can add a shopping bag logo to their pages, allowing customers to shop straight from Instagram. This shopping tool also allows brands to tag specific items in their images. When the items are clicked, customers can see the listing for this item. 

Here are some key things to remember when creating social media strategy for your businesses Instagram:

Hashtag strategy is important: Hashtags make your content appear in more places and act as a better way to categorize your content. By using hashtags, your posts can reach a targeted audience, attract niche followers, increase engagement, and develop a positive image for your brand.

Use tags: Tagging your location and products on your posts make it easier for customers to shop. Geotagging, which is location-based tagging, is a way to get local buyers. You can also tag other industry-relevant accounts in your business’s posts, helping you to gain more exposure. 

Avoid engagement groups: Engagement groups claim to help you get organic reach by using their members to interact with each others’ accounts. The thing is, it doesn’t work. Instagram is well aware that engagement groups exist, and can ban accounts with odd engagement statistics. Plus, the engagement you get from these groups is irrelevant, so it’ll skew your analytics. 

Engagement is key: Engagement boosts the value of your content. You will be able to more easily reach your followers when your content is seen as valuable by Instagram. If it gets a lot of engagement in a relatively short time, it may also appear more on their Explore page and be featured as a Top Post. You can boost engagement on your Instagram by creating relatable shareable content, incorporating a call to action in your captions, and responding to comments. 

Use Reels: Instagram is pushing Reels within its algorithm. You need to be featuring Reels in your business’s feed. You can cross-post your Reels to TikTok to save time. Reels are short-form videos and can be an adept marketing tool due to their large reach. 

Use Stories: You can post behind-the-scenes content and interactive stories to give customers an insight into your brand. You don’t have to make these posts super curated or on-brand like your main feed. Plus, posting daily gives customers a little piece of your brand every single day. Stories are great for building lasting relationships with customers.

The visual search engine Pinterest is great for introducing new potential customers to your brand – and it’s free to use. Businesses of all sizes can benefit from Pinterest since it’s a unique way to market themselves. The platform serves as an inspiration source for Pinners, who are looking for ideas and to try new products.

Pinterest works a little differently from the aforementioned platforms. It’s a visual search engine, so visually pleasing, high-quality content is key. It also relies heavily on search engine optimization, and the copy you use is important. 

82% of Pinners use their mobile to browse Pinterest, so mobile-friendly shooting content is important. Your content needs to look good on mobile, so shoot for a 2:3 ratio to avoid weird-looking cropped images. 

Text overlay and descriptive copy are important for SEO purposes with Pinterest. If this is something you struggle with, investing in a copywriter is a good idea. Good copy means users will click links, which means more traffic to your website. 

Image and video quality needs to be high. As a visual search engine, users have access to thousands of content in seconds, so if yours isn’t quality, it won’t lead to conversions. Pinterest has recommended qualities for both images and video.

Pinterest is a trial and error social platform. What works for one company, does not necessarily work for another. You need to experiment with different pin layouts and formats to see what works for you. 

I tend to recommend cross-posting content from Instagram and Facebook to Pinterest to save time for business owners. 


TikTok is our specialty and wouldn’t be fair to include to just make a small section for this awesome marketing platform. For a more in-depth strategy on TikTok, you can read our awesome guide on how to create a winning strategy and how to market your products on TikTok.

Influencers can be used to elevate your social commerce strategy. By picking influencers who have reach within your target demographic and align with your business values, you can boost your reach quickly, rather than waiting on your brand’s organic growth. 

Selling is all about relationships, and influencer marketing is no different. By choosing influencers who align with your values, you can create genuine messaging and an advertising campaign the influencers following are likely to trust. Influencer marketing falls flat if the influencer’s audience does not resonate with your product. 

Before choosing to work with an influencer, you can request their Media Kit. This is like a resume and will highlight their demographics and reach. Make sure to work with influencer’s who have solid engagement statistics and whose audience is your target buyer. 

Don’t just choose influencers based on follower count. Research has shown that micro-influencers (who have less than 50,000 followers can have better reach and be better choices for advertising campaigns. This is because their audience trusts what they have to say and can build a cult-like engagement with your brand. Influencer marketing is a tool that can be used to effectively market your products to your target demographic, but make sure to thoroughly vet influencers before agreeing to work with them. 

In summary, social media is vital for growing your business on Shopify. When used well, it can lead to greater reach and more sales. By implementing these basic strategies for each of these platforms, you can create a winning social selling strategy that will revolutionize your business.

Posted by
John From Jotting

Shopify developer, SEO expert, and Social Media marketer who has been in ecommerce game for over 4 years. I've worked on 100's of Shopify ecommcerce stores, understanding each store owners SEO, product, and marketing needs.

Leave a Reply

Your email address will not be published. Required fields are marked *