Creating three accounts and then posting irregularly on all of them rarely amounts to a strategy. A small team is better off choosing one or two networks that suit its products, skills and customers, then publishing consistently.
Instagram: visual catalogue, community and relationships
Instagram works well for new arrivals, styled product shots, behind-the-scenes content, short videos, stories and posts that give a shop its identity. It can maintain relationships with existing customers as well as attract new visitors.
However, it requires regular production of images and videos and should not become a mere repetition of the product catalogue.
TikTok: demonstration matters more than perfect aesthetics
TikTok favours short, personal and educational videos. A shop can show a collection arriving, explain differences between products, pack an order or answer a frequent question. The ability to create content quickly matters more than a perfectly uniform feed.
Pinterest: visual content with a longer lifespan
Pinterest works more like a visual discovery engine. Guides, inspiration, altars, storage ideas, symbols, colours, seasonal celebrations and product visuals can continue bringing visitors long after the original post.
Give each network an objective
Define what you expect: shop visits, website traffic, newsletter sign-ups, sales or brand building. Without an objective, follower counts can easily become flattering but unhelpful metrics.
Reuse content intelligently
A vertical video can be adapted for several platforms, but avoid mechanically reposting without regard for context. Adjust the title, thumbnail, description and call to action.
Measure sales, not just engagement
Add UTM parameters to profile and campaign links, use identifiable codes where useful, and track sessions followed by orders. Our next article on attribution explains the method in more detail.