In today’s competitive digital landscape, selling products on social media like TikTok and Instagram is about more than showcasing features and prices. It’s about bringing value to customers through engaging content that resonates with them and tells a story.
The Power of Process Videos
One effective strategy is using "process videos," where creators share behind-the-scenes glimpses into how their products are made. These videos are reminiscent of the popular "How It’s Made" series, capturing viewers’ interest by showing the intricate details of production. By demonstrating the effort and craftsmanship behind each product, creators add value and deepen customer appreciation. For example, Bellis Botanicals went viral by creatively documenting her handmade jewelry-making process. She focused on more than just selling the product; she shared her story and the journey of her business, making her brand relatable and trustworthy.
Choosing the Right Platform: Instagram vs. TikTok
Growing an audience on Instagram, Bellis Botanicals found that, surprisingly, sales conversions were higher on Instagram than on TikTok, even though TikTok had a larger reach. This highlights the importance of choosing the right platform based on the target audience’s engagement levels rather than just follower count. Understanding where your audience spends more time and engages with your brand is key to increasing sales and building loyalty.
Balancing Creativity with Business Management
Maintaining a business, however, is not all creativity and social media fame. There’s also the “unseen” side of running a business—managing taxes, handling customer queries, and dealing with stock. As Bellis Botanicals grew, she recognised the need for delegation, bringing on her boyfriend to handle shipping and a friend to assist with customer interactions. This teamwork allowed her to focus on her craft and create even more engaging content.
Building Lasting Connections with Customers
Selling on social media goes beyond simply displaying products. Customers value the personal connection with creators and are more likely to support brands they feel connected to. By interacting with her audience, sharing stories, and inviting customer input, Bellis Botanicals has built a loyal following, with customers eagerly awaiting her product drops and even staying in touch between releases.
Creating a Brand with Depth and Value
Selling on TikTok and Instagram requires a mix of creativity, strategic platform use, and a personal connection with the audience. Combining these elements with a solid business structure allows creators to build a strong online brand that resonates with customers and grows sustainably. For anyone looking to turn a passion into a business, these insights provide a pathway to long-term success in the social media space.
Check out the full podcast episode here.