Whether you’re new to the Amazon marketplace or you’ve been around the ol’ Bezos block a few times, using social media to market your brand can be the difference between having a good quarter for sales and having a great quarter. Amazon does a good job of marketing its bestsellers, but staying in Amazon’s front page favor is not a guarantee.
Building your brand’s social media presence can help with launching new products on Amazon; it can also help with establishing your on- and off-Amazon identity. If you want to effectively market your brand and build a loyal customer base, the following tips for social media marketing are a great place to start.
Don’t get us wrong, having a brand presence on every social platform won’t necessarily hurt your business, but creating content for the wrong platforms can be a waste of time and resources.
To know your audience is to know what social media platform your audience uses.
For example, if your customers are typically in the 18-25 Gen-Z age range, TikTok is the way to go. If you’re targeting millennials, Instagram is going to be your money maker. The type of products you sell will also sway your platform decisions. Makeup and beauty brands do famously well on Instagram, but if you sell home goods then you should heavily consider making Facebook your focus.
Chances are, your brand will not be the only Amazon brand in your specific category on any given social platform. The way you engage with followers, including your unique branding and creative content generation, will determine whether you stand out from the crowd or not.
On the flip side, social media is a great tool for collaborating with partner brands as well as influencers. For example, if you own an athletic wear brand, partnering with a gym equipment brand could be the start of a beautiful symbiotic friendship—one where you gain new followers from each other’s following and perhaps new sales.
Encouraging follower engagement can help with getting your brand seen by more people while simultaneously building brand recognition. An example of an easy way to stir up engagement is posting Instagram polls and questions that grab the attention of your more silent followers. From Dunkin’ Donuts to Adidas, big brands are catching onto this tactic that can lend insight into consumer preferences.
Another way a brand can increase engagement is through promotions and contests. If you choose to go down this route, though, it’s important to pay attention to the rules of that platform, as there may be limitations. We’ll talk more about that in the next section with some quick links to top social media platform rules.
In general, each platform comes with its own set of rules for advertising on its platforms. For example, if you run a follower engagement contest on Instagram, make sure that the rules are clearly stated and terms are outlined. Beyond contests, another example of an advertising rule you may not know about is TikTok’s landing page rules. If you send a user to a landing page, make sure that landing page is mobile-friendly, as a violation of this policy will get your ad taken down from TikTok.
There are a number of platform-based rules that may differ from each other. Here’s a list of the top social media platforms’ advertising rules:
Taking off for the holidays? No sweat. Even hardworking business owners need a break from the daily social media grind, which is why it’s important to schedule posts weeks in advance.
Daily or bi-weekly posting can be exhausting if you are not planning ahead and working efficiently. Another reason why post scheduling is a good idea is because it gives you a buffer for new ideas to trickle in, and so that you aren’t rushing to get the next post out the door. While it’s possible to schedule posts ahead of time directly on most platforms, it’s even easier to manage your posting schedule by using a third-party platform like Hootsuite or Buffer.
With a post scheduling platform, you can post to multiple social media accounts under the same brand. Remember, when it comes to your online business, automation is your friend.
With great power comes great responsibility.
Okay, so you may not be Spider-Man, but your brand does have the power to either sway or repel customers.
For smaller brands, managing the reputation of a brand on social media can be as simple as responding to public comments as well as addressing private direct messages. Whatever you do, though, never ignore genuine concern from followers. Reputation management may be a new skill for FBA business owners, but it’s one worth learning.
If you prefer to keep things simple and streamlined, consider using AMZAlert, a service that keeps you up to date on notifications on your Amazon listings like new reviews, and helps you stay on top of customer feedback (the good and the ugly).
Beyond Amazon, if you prefer to handle customer concerns outside of a social media platform, you may have the choice to close DMs, redirecting customers to a landing page or email where concerns may be addressed. Every now and then, you may have to delete or hide a rude comment.
However, keep in mind not to abuse this power by deleting comments coming from a place of genuine concern. If a customer says they haven’t received an order yet, you can respond with empathy and let the commenter know you will DM them to figure out the problem. This will send other followers the message that you listen to customers and care about quality service.
It’s easy for a brand’s social media page to drift from its original tone of voice. With the differences between platforms, some brands have been known to change their look and voice to complement the platform. However, there is a difference between adapting content to a specific platform and completely changing your branding.
A helpful way to ensure branding stays consistent across all platforms is to have written brand guidelines readily available to remind yourself and your team what your brand should look and sound like.
With that being said, each platform does differ in the type of content that is successful. For example, brands on TikTok are known to be out-of-the-box goofy, but the most successful brands are the ones that maintain a balance of fun/funny while staying true to their core.
As an Amazon seller, you already know the importance of adaptability in an ecommerce environment where rules and best practices are constantly changing. The same goes for social media platforms. For example, for a long time the best way to get your Instagram page noticed was to have a lot of likes on your posts. However, these rules changed as bot accounts became a huge problem on the platform.
As of 2022, Instagram has put more emphasis on a more diversified algorithm that looks at saved posts, video reels, and comments.
To add on to the last point of staying adaptable, this means being willing to try, fail, and try again. Not every creative idea is going to stick, especially when social media platforms and its users are constantly changing.
Trying out new, creative ideas is the best way to find your brand’s niche and figure out what resonates with your followers. Perhaps your followers like tips and tricks content on Instagram, or maybe they prefer POV videos on TikTok. Maybe your followers respond well to Twitter memes or Facebook blogposting. Whatever you choose to do, pay attention to analytics and learn from your wins and losses!
Saving the best for last, using software specifically designed for Amazon sellers is a great way to optimize your brand’s social media presence. PixelMe, for example, allows Amazon sellers to create powerful campaigns while analyzing data in an easy-to-use interface. With this software, you’re able to track conversions and utilize retargeting tools that save you time and improve ad results.
Unlike other software services mentioned prior, PixelMe is specifically made for Amazon sellers, so rest assured that the interface you work within is made for the success of your Amazon business. The best part is it’s free to make an account to get started on the track to optimized marketing results.
Social media marketing is the secret sauce to growing the reputation and presence of your Amazon brand. Here’s our wrap-up on how to get started: