How 5 Ecommerce Brands Use Social Media to Gain Customers
We live in one of the most exciting times in ecommerce history—thanks in large part to social media.
Over the past decade, thousands of online-first consumer brands have emerged onto the scene, challenging traditional retail on all fronts and transforming the industry before our eyes.
According to BigCommerce, 96% of Americans have made an online purchase in their life, with 80% having made a purchase in the past month alone.
Which is why we rounded up 5 examples of top ecommerce brands using social media marketing to stand out.
5 Top Ecommerce Social Media Feeds
Social media for ecommerce brands isn’t just about showing off products and announcing sales. It’s about building trust, authentic relationships, and long-term customers.
There 5 brands are a step ahead of the rest.
One of the most effective ways to build trust and authentic relationships with an audience (and sell products) is through the use of storytelling.
Stories are one of the oldest forms of communication and they are still deeply embedded within our DNA. Stories help to spark curiosity and drive action.
Altra Running is a shining example of storytelling in action:
Take the 2019 Boston Marathon, for example. This iconic race is a staple in many running brands’ social media marketing calendars. Altra Running didn’t use the Boston Marathon to simply sell their products, they used it as an opportunity to connect with their customers through stories.
But what makes for a good story?
Acclaimed Pixar director Pete Docter once said, “What you’re trying to do, when you tell a story, is to write about an event in your life that made you feel some particular way. And what you’re trying to do, when you tell a story, is to get the audience to have that same feeling.” Words to live by for ecommerce social media feeds looking to stand out.
Another way to attract long-term customers is to relate to them on a personal level by using their language and speaking how they speak.
Many ecommerce brands on social media thrive at doing so, while some fall flat.
More Labs, creators of supplements for people who want more out of life, are a great example of a brand that understands what their audience is looking for in terms of social media content: alcohol and recovery.
More often than not, they share light-hearted content focused on engagement such as delicious drink recipes:
Then, at the perfect time, More Labs throws in tasteful product promotion that fits with their brand style:
Playing off the old saying “liquor before beer, you’re in the clear”, they creatively promote their product while simultaneously keeping the content fun.
Social media, after all, should be fun.
Many ecommerce brands have benefited tremendously from aligning their product, mission, and marketing efforts with overall company profits.
TOMS Shoes is one of those brands. Behind all of their success is a mission statement that acts a “call to arms” to their audience – aligning values and views of the world with a product.
That mission statement is woven throughout their social media content as well:
Humans naturally feel inspired by and invested in brands that stand for something good.
Ecommerce brands on social media that successfully align their content with their brand mission will build a loyal, engaged, and active community.
Ecommerce brands like TOMS Shoes (above) inspire people with their mission statement and values, while other brands inspire people by evoking wonder and curiosity.
Huckberry, an online shop and journal that inspires more active, adventurous, and stylish lives, intuitively understands that by sparking their audience’s sense of wanderlust, they are able to sell more products in the long run.
You may be wondering why Huckberry focuses energy and attention on creating a unique brand story and publishing content around that story.
Because it works.
In an interview, Huckberry Brand Management Director Micah McKay explained, “Roundups, gift guides, gear guides, you name it, have all been a huge part of why people enjoy our brand. To take directly from our mantra, we’re not just selling products, we’re selling inspiration.”
What started off as small, home-based business, Lorna Jane is now a leading global fashion brand providing sportswear for women embracing healthy living.
Lorna Jane’s one-of-a-kind lifestyle brand persona incorporates a fun-loving and nurturing tone of voice into all of their social media content. But most of all, they actively engage with their audience on a consistent basis.
As shown above, the Lorna Jane team takes full advantage of the opportunity to answer customers’ questions publicly on social media. To them, it’s just another part of building a successful company.
When SmartCompany asked marketing manager Jessie Dean what makes Lorna Jane so successful, she replied, “Lorna Jane is perceived as so much more than a clothing brand, we’re Active Living advocates that share everything with our customers to help them live their best active lives. We’re deeply involved with our community.”
To up your social media game, read our latest ebook on how to develop social content that will get your brand noticed. And finally, let us show you what an all-in-one media monitoring, media outreach, social listening, and social management solution can do for your brand.