So, now we’ve discovered which social media platforms are best for social selling and social commerce. So, if you’re looking to use social media channels for your business – or refine your social media presence – follow these tips:

1. Use authenticity and transparency to build trust 

Consumers want to buy from brands they trust, and an easy way to build trust is by being transparent. Don’t just post polished product images, instead share behind-the-scenes moments, customer stories, and social proof. Even your failures. Humanise your brand and you will build authentic connections.

How can you do that? Launch a series of posts or short videos that take your audience behind the scenes of product creation, packing, or team decision-making. Show the real people behind your brand and tell stories your customers can relate to.

2. Create communities

Social commerce is creating a feeling of belonging. You want customers to feel like they’re a part of your story. Start thinking of your social channels as a meeting place for people who share common values.

How can you do that? Create a Facebook group, a niche Instagram hashtag, or a branded TikTok challenge where your audience can share how they use your products. Encourage dialogue, user-generated content, and interaction between community members.

3. Add value whenever you can

Consumers have learned to tune out traditional, boring, and copycat ads. So, instead of selling directly, focus on offering value. Educate, entertain, and inspire your audience before asking them to buy anything.

How can you do that? Create content that solves a problem or entertains your audience. Offer free tutorials, guides, or even industry insights that demonstrate your expertise and align with your brand values. This way, you’ll have earned their trust when you finally present your product.

4. Personalise your social commerce strategy with data

Consumers now expect personalised experiences on social platforms. The best way to provide is with data – purchase histories, browsing habits, and even social interactions. Use all of these to deliver hyper-targeted messaging to the right customer at the right time.

How to do that? Use social media analytics and CRM integrations to segment your audience and create highly personalised campaigns. A good example? Offer a customer who has interacted with your posts but hasn’t purchased a discount for their first buy directly in a DM.. By doing so, you can convert interest into action.

5. Integrate social with your CRM

Social selling is just one part of a larger ecosystem that includes email marketing, retargeting, customer support, and loyalty programs. To succeed, you need to connect your social selling data with your CRM to provide a unified, seamless customer experience across all channels.

How can you do that? Set up automations that connect social interactions with your CRM. For example, if a customer clicks on a product link via Instagram, log that interaction in your CRM to trigger a follow-up email or a special social media offer. This helps you win more sales while providing a more seamless customer experience.

6. Scale your customer support with AI

AI chatbots can engage with customers in real-time across platforms, providing product recommendations, answering FAQs, and even facilitating direct purchases. Done well, this can help you scale your customer engagement without expanding your support team.

How can you do that? Deploy AI-powered chatbots on Facebook Messenger or Instagram DMs. Program them to answer common product questions, recommend alternatives, and even offer exclusive discounts when you think a sale is close.