Ecommerce social media leans on Instagram for product discovery and shoppable posts, Facebook for broader reach and retargeting. Influencer partnerships run where the category supports it, sourced alongside the organic content calendar, measured against attributed revenue from social traffic.
What's included?
- Shoppable Instagram posts and product-tagged content
- Facebook retargeting for warm site visitors
- Influencer sourcing and briefing where the category supports it
Social is a discovery channel first
For most shops, social does not close the sale on its own. What it does very well is put a product in front of someone who was not looking for it, and then remind them later. We plan content with that job in mind: short product videos, creator content that shows the product being used, and retargeting that follows up with the right item rather than a generic brand message.
What the numbers say about trust
Social proof matters more than polish. BrightLocal's 2025 survey found only 4% of consumers never read online reviews, and 46% now suspect a review is fake if it reads as AI-written (BrightLocal Local Consumer Review Survey 2025). People can tell when content is staged. Real customers, real creators and honest product detail tend to outperform glossy studio shoots on cost per purchase.
There is also a legal side to this now. In the UK, the Digital Markets, Competition and Consumers Act brought a ban on fake reviews into force on 6 April 2025, with CMA fines of up to 10% of global turnover (Cooley on the DMCC Act, April 2025). In the US, the FTC's rule banning fake reviews and bought social proof was finalised in August 2024 (US FTC, Aug 2024). We only work with disclosed creator partnerships and genuine reviews.
Dollar Shave Club's launch video reportedly cost $4,500 and brought in 12,000 orders in 48 hours. Unilever bought the company for $1 billion in 2016 (Inc., 2017). The lesson is not "go viral". It is that a clear, human explanation of why the product is better beats a big production budget.
How we run it
- A monthly content plan built around your best-selling and highest-margin products
- Creator sourcing and briefing, with disclosure handled properly
- Shoppable posts and product tagging on Instagram and Facebook where your catalogue supports it
- Retargeting audiences for product viewers and cart abandoners
- Reporting on orders and revenue attributed to social, checked against your store data
For the full funnel, see how social fits with search and email in our full-stack ecommerce package, or read why follower count is a poor proxy for revenue.