Marketplace social media publishes seller success stories to recruit new sellers, mostly on LinkedIn, and buyer testimonials on consumer platforms to drive awareness. Measured against signups on both sides attributed to social, not follower count.
Two audiences, two stories
Sellers want to know whether they can make money on your platform. Buyers want to discover something good and trust that it will arrive as described. Trying to speak to both in the same post usually works for neither. We run separate content streams: seller stories on LinkedIn, Facebook groups and YouTube, and product discovery on Instagram and TikTok.
What works for each side
| Audience | Content that works | Where |
|---|---|---|
| Sellers | Real earnings stories, how-to guides, fee explainers | LinkedIn, YouTube, Facebook groups |
| Buyers | Product finds, creator picks, trending categories | Instagram, TikTok, Pinterest |
| Both | Trust and safety updates, customer service stories | All channels |
Trust is the whole business
Marketplaces live and die on trust. BrightLocal's 2025 survey found 46% of consumers suspect a review is fake if it seems AI-written (BrightLocal Local Consumer Review Survey 2025). Regulators are acting too: the FTC's 2024 rule bans fake reviews and bought social proof (US FTC, Aug 2024), and the UK's DMCC Act lets the CMA fine businesses up to 10% of global turnover for consumer law breaches, including fake reviews (Cooley on the DMCC Act, April 2025). Showing how you verify sellers and handle problems is good content in its own right.
Let sellers tell their own stories. A short video from a real seller explaining what they earn and how they started recruits better than any brand ad.
How we measure it
New sellers and buyers attributed to social, cost per acquisition on each side where paid social is used, and engagement from seller communities. Pair this with full-stack marketplace marketing.