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What is Social Commerce and Why Should Your Brand Care?

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This blog post may be titled “What is social commerce?,” but maybe it should actually be called “Do you want to make some money?”

Global eCommerce sales are predicted to grow to $1.6 trillion in the next three years—an increase of over 100% compared to 2020. There’s never been a better time to start selling on social.

Social commerce takes eCommerce businesses and makes them available on social media platforms, widening your brand audience and customer reach.

If you’re a business with products to sell, this info probably makes you feel like that dollar-sign-eyes-green-tongue emoji.

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Curious about how you can get a chunk of that change? We’ve got you covered. Read on for social commerce 101.

Bonus: Get a free, in-depth guide to The Why, What, and How of Social Commerce. Learn how to sell more products on social media and delight your customers without relying on cookies.

Social commerce is the process of selling products and services directly through social media.

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With social commerce, the entire shopping experience from product discovery and research to checkout, takes place right on social media.

A screenshot of The Sage Soap Company's Instagram Shop, showing three products that are available in the shop.
Source: Instagram

Currently, social apps with built-in native social commerce features are Instagram, Facebook, Pinterest and TikTok

With social commerce, you might see a pair of sweet strawberry-print clogs on your Instagram feed, hit “shop now”, add it to your shopping cart and complete the purchase right there in the app.

Or, you could spot a well-priced crewneck as you’re scrolling through TikTok, and click “Buy.” Once your purchase is complete, you can continue to enjoy your usual TikTok experience by watching duet videos with your favorite artist, without missing a beat.

These are shopping opportunities (shopportunities!) right on the digital platforms that your audience uses most. And you should be taking advantage of them.

Social commerce vs. eCommerce

eCommerce refers to a shopping experience via an eCommerce site, online store, or dedicated branded app. Social commerce, by definition, allows the customer to make their purchase within their social media experience. Social commerce is not eCommerce.

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Social commerce is also not social selling. Social selling refers to cultivating relationships on social media in order to build your sales prospect list. Read more about social selling here.

Not sure if setting up a social media shop is a good idea? Here are six reasons why social commerce is worth a shot.

1. Social commerce makes shopping a social experience

Shopping on social media makes the experience much more interactive than a typical eCommerce spree.

Consumers can easily consult with their friends on purchases, show off those hip new hightops, comment on Aunt Jackie’s new “I Love My Niece” tee, review comments from other savvy shampoo shoppers, and interact directly with the kombucha brands they love.

For those who miss the social aspect of a day out at the mall, social commerce might just be the next best thing. (Though unfortunately without an Orange Julius pit stop.)

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A screenshot of Someday's Instagram stories. A jar of Someday's cream and a heating pad are shown.
Source: Instagram

2. Social commerce removes friction

See it, click it, buy it. Social media shops remove friction from the consumer journey, making it easy to follow through from discovery to purchase. They’re there. The product’s there. Nowhere to go but the checkout.

Ultimately, every click of the mouse is an opportunity for a potential customer to change their mind. If they have to go from your ad to your website, to add the product to a shopping cart, to fill in their credit card info, that’s a lot of moments to lose their attention.

Take those unnecessary steps away and just bring the shopping right to social.

3. There’s some serious money to be made

Like Shakira’s hips, numbers don’t lie. Researchers are forecasting that e-sales will surpass $735 billion in the next three years.

If you want in on this action, it makes sense to bring your goods to the online spaces where your customers are already hanging out.

81% of shoppers research products on Instagram and Facebook, and shopping is a top priority for 48% of Pinterest users. Why not give ‘em what they’re looking for?

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A screenshot of the Lucky Shrub Facebook Shop. There are three plants available to buy with pricing and links.
Source: Facebook

4. Social commerce offers an instant focus group

Not only does social commerce speed up the transaction process, but it also offers an incredible way to collect feedback.

Your catalog of goods is out there in the world for consumers to review and discuss together. No crystal ball is required: your customers can just tell you what they like or don’t like.

Why not get your audience to vote and weigh in on product development and inventory decisions while they’re there? (How are we feeling about my glow-in-the-dark wolf backpack design? Anyone? Hello?)

See also  9 Creative Ways to Improve Your Brand Awareness

On social, you have clear data about exactly who your customers are, and the opportunity to chat with them after via comments or direct message, to provide personalized customer service.

5. Social media is where Millennials and Gen Z like to shop

If your target demographic lies in the 18-to-34 age range, they’re already online and waiting to shop while they scroll.

48% of U.S. internet users of this age made a purchase on social media in 2019. For those in that demographic who haven’t shopped on social media yet, 27% have expressed interest in giving it a go.

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This is the modern mall. Time to open up shop!

6. You can sell to highly targeted audiences

With an incredible wealth of customer data available on social, you’ve got a prime opportunity to tweak and target your advertising.

Your horse-print bathrobes can be directly advertised to the flannel-loving equestrians out there. Adorable baby-sized sunglasses can be beamed right to the feeds of cool young dads.

Social commerce offers the chance to get specific, ready-to-buy products in front of specific people who would love them, in a way that traditional eCommerce and marketing cannot.

A screen show of Instagram Shop user targeting.
Source: Instagram

There are currently five social platforms that offer social commerce capabilities. But as the interest (and revenue) grows, it’s likely we’ll see more of these social media brands integrating “shop now” options.

Here are the current social commerce platforms available.

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Facebook

You use your Facebook Business Page to share news, connect with fans, and show off your cute new logo. Why not use it to sell a few things and boost sales while you’re there? Set up a Facebook Shop and you can do just that.

Facebook Shops are customizable. Choose which collections or goods to feature, and customize the fonts, images, and colors to suit your brand. Import an existing catalog of products from your website, or create one from scratch.

A screenshot of the backend of Facebook Shops customizable collections.
Source: Facebook

Your Facebook Shop will be accessible from your Facebook Page, your Instagram profile, your Instagram Shopping ads, or shoppable stories and post.

When it’s conversion time, you’ve got the option for your customers to do an in-app checkout, or open up a direct Messenger chat with your business. You can also send them to your website.

A screenshot of Facebook Shops in-app checkout. A woman is wearing a dress that is available for purchase.
Source: Facebook

Once you start selling your products on Facebook, you’ll likely see an influx of messages from your customers with questions about product details, shipping, and sizes. To save some time and make sure you never leave a question unanswered, use an AI-powered customer service chatbot like Heyday.

The Heyday chatbot can answer simple, repetitive questions for you right in Facebook Messenger DMs and flag the inquiries that require a more personal touch. Customer service has never been easier.

An example of the Heyday chatbot in action in direct message.

Another nice feature of Facebook Shops: you can create a test shop to learn more. Here, you can add items, manage orders, and even test out the customer experience.

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Learn how to set up your own Facebook Shops with our step-by-step guide.

Instagram

60% of people discover new products on Instagram. Your products should be among them.

Instagram Shops allows users to buy products featured in your photos and videos from anywhere in the app.

Outdoor Voices Instagram Shop.
Source: Facebook

Business profiles can create a customizable storefront page that acts as a curated collection of products for sale. Each product in your Instagram Shop catalog will get its own detail page, featuring pricing, media, and a detailed description.

There are multiple ways you can sell products on Instagram. Shopping Tags allow businesses to tag their products in their Stories or posts. U.S. brands also have the option to highlight products in post captions and bios.

You can also sell through the dedicated Shop tab, where people can browse, save, and buy products listed by businesses or tagged by creators.

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Or, you could create an Ad with a Shop tab placement within it. The Ad will appear with a “Sponsored” label and function as any other post or product listing in user feeds.

Meta also recently introduced a feature that makes it possible to shop through DMs. The capabilities are always improving and the demand is there.

Instagram Business profiles customizable storefront page
Source: Instagram

Note: To get your Instagram Shop set up, you just need to live in an eligible region and have an Instagram Business account that’s connected to a Facebook page and Facebook Shop.

Learn more about how to set up your Instagram shop in our video:

Pinterest

Pinterest was one of the first social media platforms to offer shopping capabilities for users way back in 2015.

But there’s some news you should pin right now: Pinterest does not strictly offer social commerce.

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Yes, for business accounts, Pinterest does offer the option to create “Product Pins” (formerly Buyable Pins), which are displayed in your brand’s Pinterest Shop. If a customer lives in the US and sees a Buy button below a Pin, they can complete their purchase through a checkout experience without ever having to leave Pinterest.

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A screenshot of a Pinterest Store, Chunks. It shows the store name, bio and available products.
Source: Pinterest

But outside of the US, it’s important to note that these are not available to purchase within the app. Clicking on a beautiful vase, you’ll be sent off of Pinterest to an eCommerce site to complete the sale.

Is Pinterest still a helpful tool for getting your goods out into the world? Absolutely — especially given that 89% of Pinterest users are there for shopping inspiration.

For more on making the most of your Pinterest account, here are eight business strategies to try.

Snapchat

In July 2020, Snapchat announced a closed beta launch of Brand Profiles. One of the profiles’ features? A “Native Store” experience (powered by Shopify) that enables users to browse and purchase right from the app.

They debuted the feature with the help of five official approved influencer accounts — Kylie Jenner, Kim Kardashian, Shay Mitchell, Spencer Pratt, and Bhad Bhabie.

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A hand holding a phone that shows what the Snapchat Native Store exclusive shopping experience is like.
Source: Snapchat

A few other brands have been approved in the meantime, and it’s likely that this feature will expand to the rest of the non-Kardashian world eventually.

In the meantime, keep an eye on Kylie Cosmetics to see how she’s making the most of the app’s “swipe up to shop” capabilities.

Or brush up on your snap cred with the help of our Snapchat for Business strategy guide.

TikTok

Setting up a digital storefront on TikTok as a retailer or creator is a must if you want to stay relevant with today’s buyers. TikTok Shop is the new shopping feature that allows merchants, brands, and creators to showcase and sell products directly on TikTok.

There are three ways to sell products on TikTok Shop:

  • in-feed videos
  • LIVEs
  • product showcase tab

The TikTok shopping experience is real. #TikTokMadeMeBuyIt, where users post what they’ve bought thanks to recommendations about products on the site, has been used 7bn times.

A screen shot of what a live TikTok video with in video shopping looks like. A woman is holding up a shirt to show her viewers.
Source: TikTok

Note: In recent changes, TikTok pulled back plans to expand TikTok Shop capabilities from the North American market, but it’s currently still available in the UK and Asia.

Bonus: Get a free, in-depth guide to The Why, What, and How of Social Commerce. Learn how to sell more products on social media and delight your customers without relying on cookies.

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7 tips and tools for effective social commerce

Your shop is set up. You’re motivated and ready to sell. Here are key tips and tools that will help you make the most of this brave new digital shop-o-sphere.

1. Streamline sales and customer service with an AI chatbot

A swift and professional answer to a customer’s question can make the difference between a sales and an abandoned shopping cart. With the right tools, you can automate your customer service and make sure that your customers are taken care of 24/7/365 (a.k.a. even when your team is not online).

Use a tool like Heyday to engage with your customers on their preferred channels and convert customer service conversations into sales.

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Heyday is an AI chatbot for retailers that integrates your online store with your social media channels. It allows you to automate as much as 80% of your customer support conversations. When customers reach out to you on social media with questions regarding your inventory or order tracking, the chatbot assists them in real time (and passes more complex inquiries over to your support team).

A screen shot of a conversation in direct message between a customer and a conversational AI chatbot for Fody Food Co.

Get a free Heyday demo

Heyday can also help you boost sales by automatically sending out back-in-stock and price-drop notifications to customers who had previously expressed interest in a product.

2. Engage with your followers

To create a great social commerce experience, you’ve got to remember the “social” part.

You can’t just toss up your catalog and forget it. Answer questions, offer value and interesting content, be human and authentic, and so on. Set up a chatbot to help people move forward with their shopping journey through customer service.

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The same best practices that you usually use for engaging your following all apply here.

A screenshot of an Instagram story where Sunday General Store is engaging with their customers. They have suggested four products for an upcoming holiday and linked to them for easy purchase.
Source: Instagram

3. Listen strategically

You’ve got a front-row seat to your audience. Make the most of it.

Keep a close eye on comments and shares on your Shop, and respond or offer customer service when necessary.

Setting up social monitoring across all platforms can be a great way to catch feedback or industry news outside of your own bubble, too.

See also  How to Become a (Well-Paid) Content Creator in 2022

Check out our guide to social listening here.

4. Encourage reviews

93% of online shoppers say a review can make or break their decision. If you’ve got a product people are happy with, get them to help spread the word.

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Whether it’s an automated follow-up email asking for a review after a product has been delivered, or incentives like a contest to encourage previous customers to weigh in and share their experience, collecting social proof is vital to building a positive reputation online.

Once you’ve got some positive reviews, share them on your social feeds in creative ways, whether that’s posting user-generated content, hosting a Live video with happy customers, or simply creating a carousel of positive comments. There are tons of ways to do this that won’t make you sound like you’re bragging.

5. Target your reach

Take advantage of the incredible data available to you on social to get your products or Shop in front of the right people.

Not sure who your audience is, exactly? Here’s how to find and target your dream customer.

6. Price your products to move

Social commerce offers a great opportunity for lots of different kinds of products — clothing, dog toys, risqué pottery — but luxury products typically aren’t successful here.

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Because of the risk associated with buying something unseen, consumers are less likely to splurge on something with a larger price point.

A screen shot of Easy Tiger Good's Instagram Shop. There are six products available on screen.
Source: Instagram

Shopify’s data show that an under $70 price tag is ideal: right in that “why the heck not” sweet spot for many social users.

7. Include products from your Shopify store in your social media posts with Hootsuite

Though not strictly falling under the definition of “social commerce”, Hootsuite users are able to easily post products from their eCommerce sites like Shopify, Magento, Woocommerce, and Bigcommerce, to their social networks via the Shopview app. It’s an easy way to use social media to enhance your customers’ online shopping experience.

A screenshot of the product Shopview Apps for Hootsuite.

Of course, social commerce is likely just one piece of your overall digital marketing puzzle.

To craft a robust strategy that engages, sells, and intrigues all across the wide plains of the internet, dive into our Social Media Advertising 101 guide. Build up your brand across all your platforms for your best chance at success, online or offline.

What is social commerce?

Social commerce is the use of social media platforms to promote and sell products and services. It encourages and allows users to buy products directly within social media platforms, never having to open another browser.

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How does social commerce work?

Social commerce capitalizes on the sheer amount of people using social media platforms around the world. For example, 59% of U.S. adults use Instagram daily and 38% of those daily visitors are logging on multiple times per day.

That’s a huge potential audience for brands to advertise to, far surpassing any reach from television, radio, and print advertising.

Social media users can discover and explore brands, products, and services, add products to their shopping lists or carts, and complete checkout — all without leaving the social network.

Social commerce can involve the use of native shopping solutions (e.g. Facebook and Instagram Shops) or eCommerce integrations (e.g. browsing a product catalog and adding items to a cart on a social platform, then completing checkout in an online store).

What are the types of social commerce?

  1. Native social media shopping solutions (e.g. Facebook and Instagram Shops)
  2. Marketplace sales, a.k.a. peer-to-peer sales (e.g. Facebook marketplace, Craigslist, eBay)
  3. Curated shopping lists (e.g. Shopping Lists on Pinterest)
  4. Live shopping events (e.g. on Facebook Live)
  5. Shoppable AR filters (e.g. shoppable Lenses on Snapchat)

Why is social commerce important?

Social commerce allows brands to make sales directly on social media. It’s an effective sales strategy because it removes friction from online shopping experiences that start on social platforms. Many people discover products they like while browsing social media. Allowing them to click through to checkout without leaving the social network makes for a quick and streamlined experience, and reduces the risk of abandoned shopping carts.

What are some social commerce examples?

Examples of social commerce include:

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  • Domino’s Pizza taking orders via an automated Facebook Messenger flow
  • Mac Cosmetics’ shoppable AR Lense on Snapchat
  • Gap using Instagram Guides for curated shopping lists
  • Nike using Product Pins on Pinterest
  • Best Buy Canada’s Shop tab on Facebook

Engage with shoppers on Instagram and turn customer conversations into sales with Heyday, our dedicated conversational AI tools for social commerce retailers. Deliver 5-star customer experiences — at scale.

Get a free Heyday demo

Turn customer service conversations into sales with Heyday. Improve response times and sell more products. See it in action.

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How to Become a (Well-Paid) Content Creator in 2022

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Wondering how to be a content creator? One that not only gets paid but gets paid well?

Well, good news, my friend: you’re in the right place!

Content creators, whether freelance or in-house, are in high demand. And there’s no sign of that demand slowing down.

In this post, we’ll discuss exactly what being a content creator means and the different ways you can apply that title to yourself. Plus, we’ll share a step-by-step process on how to become a content creator, what to include on your resume, and which tools you’ll need to get started.

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Bonus: Download a free, fully customizable influencer media kit template to help you introduce your accounts to brands, land sponsorship deals, and make more money on social media.

What is a content creator?

A content creator is anyone who makes and publishes digital content. And while anyone with an Instagram or TikTok account is technically a creator, professional content creators take it one step further. They use their digital platforms to build an audience and generate revenue from their content.

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The term ‘content creation’ has blown up in the past few years, especially with social content creation. But as a practice, content creation has been around for much, much longer. Journalists, painters, and sculptors all fall into the ‘content creator’ category. The cavemen who made pictographs on the walls of their caves were, essentially, the world’s first content creators. You could call them Stone Age Influencers.

Since you’re reading Hootsuite’s blog and not, say, Pictographs Weekly, we’ll assume that you’re interested in becoming a digital content creator. We’ll take you through a few of the most common types of digital content creators.

Note: These content creator categories can (and often do) overlap. For example, you can be an influencer, a photographer, and a vlogger.

Influencers or brand ambassadors

Content creators who want to monetize their personal brand may be called influencers or brand ambassadors. These creators may be life coaches, speakers, or anything else where you make money off your personal brand.

You’ll likely be taking your own photos or videos, writing your own captions, and developing your own social media strategy. You’ll be a jack of all trades when it comes to content creation.

Social media managers

‘Social media manager’ is a pretty broad title and often treated as a catch-all for social media tasks.

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A social media manager’s duties cover a lot of ground. These roles often handle everything from content creation and campaign planning to social listening and reporting.

Freelance social media managers often niche down to the skills they’re most interested in. But those just starting out can expect to touch on every aspect of content creation. If this sounds like you, be sure to bookmark these customizable social media templates.

Here’s more on what you can expect as a freelance social media manager.

Writers

Digital copy and content writers cover a huge spectrum of content creation. As a writer, you can monetize articles, blog posts, brochures, web copy, email marketing copy, news pieces, voice-over scripts, social copy, e-books, or white papers, to name a few.

The opportunities are vast, and, like I always told my mom, every industry needs a good writer.

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Hey friends! Jsyk I write shot n’ snappy copy and my portfolio spans industries. Check it out: https://t.co/5Qv7nSLdBX

— Colleen Christison (@CCHRISTISONN) August 15, 2022

If you decide to become a copy or content writer, you might need to develop more content creation skills. In most cases, it won’t be all writing. You might need photography skills to create imagery for platforms like Instagram, for example.

Photographers and videographers

Social media apps require engaging images. That means the digital world always needs more photographers and videographers.

Photo and video freelancers often choose to become Instagram content creators. Bigger brands often outsource some of their social media asset production to creators.

Plus, stock imagery sites always need visual content. Websites, blogs and e-commerce sites are also great sources of potential work.

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Vloggers and streamers

Thinking about monetizing your daily life? Vlogging or streaming might be for you.

The difference between the two is slight. A vlogger is someone who creates and publishes video blogs. A streamer, however, is someone who broadcasts themselves on a live stream or posts a video after the fact. Streamers may play video games, put on tutorials, or conduct interviews.

Take Rachel Aust, for example. She is a YouTube content creator who publishes vlogs that basically just show her living.

Designers and artists

Artists and designers have always been visual innovators. Those skills are even more important in creating content for the online world.

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To be successful, you’ll need to know how to tell a story through your posts. You’ll use elements like color, light, and composition to create visually appealing content.

Instagram is a natural place to flex your artistic muscles. With a beautifully designed feed, you can reach a wide audience and generate some buzz for your brand. Many designers use the platform as an online portfolio to showcase their work.

How much do content creators get paid in 2022?

As we pointed out at the beginning of this article, content creation can vary widely.

That makes it tough to pinpoint exactly how much an average content creator’s salary would be without getting specific. You’ve also got to consider local market rates, medium, and subject matter. And, if you decide to niche-down within a specific industry, you can raise your rates.

Glassdoor says the average Canadian content creator makes $47,830 annually; for the US, it’s $48,082. However, ZipRecruiter is slightly higher at $50,837 for a US-based content creator.

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But, that’s pretty broad, and different platforms have different payment ranges for creators. YouTube, for example, will pay you between $0.01 and $0.03 for an ad view. That means you can make roughly $18 for 1,000 views. The average YouTuber salary for those with at least 1 million subscribers, according to MintLife, is $60,000 per year.

Most successful content creators make their money through brand sponsorships. These can drastically increase your salary. Popular YouTuber MrBeast, for example, made $54 million in 2021.

Brand partnerships on TikTok can net you $80,000 and up.

On Instagram, macro-influencers (over a million followers) can make $10,000–$1 million+ per post. Micro-influencers (10,000–50,000 followers) are looking at $100–$500 per post.

And, if you’re making money on platforms like TikTok or Instagram, you might as well create a Patreon account. With Patreon, you can convert followers to subscribers and further monetize your brand. If you’re a micro-influencer, that could be roughly $50-$250 extra a month.

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How to become a content creator: 4 steps

The paths to different positions may differ, but there’s a general process you can follow to become a social media content creator. Here are four steps on how to become a content creator.

Step 1: Develop your skills

You probably already have an idea of what type of content creator you want to be. Now, you just have to hone or develop your skills.

Try practicing for brands you know and love. Say you want to be a copywriter, for example. Try executing a mock creative brief to show off your skills. You can write a product description, social media post, and a headline to promote a new shoe launch.

Or, if you want to be a graphic designer, you could create a mock advertisement to promote said shoe launch.

You can continue to develop your skills through courses. There are plenty of online courses that will walk you through different types of content creation. Or, reach out to other content creators whose work you admire. Ask them for advice on how they developed their skills or (if they’re open to it) to look at your work and provide feedback.

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Step 2: Create a portfolio

Once you’ve started building those skills, it’s time to show off your work. Start an online portfolio to share some of your best samples with prospective clients or employers.

Just starting out and don’t have anything to show? Share some speculative work (that just means “make something up”). Or, if you created anything noteworthy while developing your skills, you can publish it here.

Your portfolio doesn’t have to be fancy. You can even host them for free on Squarespace or Wix.

Even if you’re building your personal brand as an influencer and not, say, a videographer, a portfolio is a useful tool. Do you want to attract brands who want to partner with you? Show them how you’ve partnered with other brands in the past.

Be sure to link your social media accounts and make your contact information easy to find. And, you’ll want to have a solid brand pitch deck in your back pocket.

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Step 3: Start hustling

You can find prospective clients almost anywhere. Start by networking or reaching out to job postings or freelancer-needed ads. You could even try pursuing opportunities you see in your daily life.

Perhaps there’s a website you’ve noticed that needs new banner ads. As a burgeoning graphic designer, you could cold email them and pitch your services.

Here are five ideas for finding new work:

  1. Join as many freelance Facebook Groups as you can. Clients may post work needed, or you could forge valuable professional relationships.
  2. Post your portfolio or your elevator pitch in relevant online spaces. If you specialize in travel photography, look for travel groups online.
  3. Content marketing Slack groups are a great place to network.
  4. Look for relevant sub Reddits like r/copywriting.
  5. Be active on LinkedIn and create posts with keywords relevant to your industry and title.

Step 4: Get paid

Pricing yourself when you’re just starting out can be tough. Take a look at your market average to get an idea of what others in your experience range are charging. Try not to undersell yourself at first!

If you’re looking to get hired in-house at a corporation as a content creator, research the industry average for your position. That way, you can weed out job positions with salaries that are too high (expectations may be beyond your skill set) and too low (get paid what you’re worth).

If you’re looking to freelance, be sure to have signed written contracts with your clients. Include your payment terms and penalties for late payments.

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Follow these four steps, and you’ll have our vote as the next content creator of the year!

What should be on your resume as a content creator?

Whether you’re freelancing or looking for an in-house position, a content creator resume helps you to look professional. Freelance clients will sometimes ask for one along with your portfolio, so it’s best to be ready.

As a content creator, you’ll only want to include relevant information about the job you’re applying for on your resume. That means you probably don’t want to include the part-time summer job you had as a dog washer. (Unless part of that job included posting adorable puppy photos)

If your resume is looking a little sparse, it might be time to complete some volunteer work. Ask around your local community for a worthy organization you can volunteer your time with. This will give you a content creator job to add.

If you’re at a loss for what to say on your resume, look up content creator job descriptions similar to the job you want. These will be full of useful keywords you can include on your resume.

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content creator tell well publishing job summary

Source: Glassdoor Jobs

In the example above, we might pull out “content marketing creator” and “creating and managing content across all channels.” Just make sure you have the experience or knowledge to match those keywords!

What is a content creator kit?

Content creator kits vary depending on where you get them. But, the idea is to provide content creators with everything they need to produce quality content efficiently.

A social media manager or copywriter’s kit might include templates and editorial calendars. If you’re an email marketer or web designer, your kit may include a library of stock photos and videos.

If you’re a vlogger or streamer, a content kit you’d be interested in might include a camera, a tripod, and a memory stick.

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Creator kits aren’t too hard to come by. Camera brands, for example, have noticed the market potential and started creating content creator kits. The Canon EOS m200 content creator kit includes most things you would need as a successful streamer.

Save time managing your social media presence with Hootsuite. Publish and schedule posts, find relevant conversions, engage your audience, measure results, and more — all from one dashboard. Try it free today.

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How To Make and Share Facebook Reels That Attract an Audience

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It’s no secret that people love short videos — TikTok’s explosive rise to fame and the popularity of Instagram Reels prove that short clips are compelling and effective. But what about Facebook Reels?

Facebook’s version of short-form video showed up a little after the other apps, but don’t sleep on these Reels. Facebook Reels are a useful tool in every content creator’s marketing strategy. Especially because you can repurpose content you’ve already created.

In this blog post, we’ll teach you everything you need to know about Facebook Reels, including how to make and share your short video content.

Bonus: Download the free 10-Day Reels Challenge, a daily workbook of creative prompts that will help you get started with Instagram Reels, track your growth, and see results across your entire Instagram profile.

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What are Reels on Facebook?

Facebook Reels are short-form videos (under 30 seconds) enhanced with tools like music, audio clips, and effects. They’re often used by content creators, marketers, and influencers.

Facebook is a little late to the game when it comes to vertical video content. They first rolled out Reels in the US in September 2021 and globally in 2022. (Instagram Reels’ debut, for example, happened in 2020, and TikTok was first released in 2016)

But even though they came slightly after the other apps, Facebook Reels are now available in over 150 countries for content creators worldwide to enjoy.

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Videos published to Facebook Reels are shown in a vertically scrolling feed and can be found in your Feed, Groups, and Menu.

Facebook Reels vs. Instagram Reels

Facebook and Instagram Reels are actually linked across the apps, which makes sense since they’re both owned by Meta. If you watch an Instagram Reel on Facebook and try to comment on it, you’ll be bounced from one app to the other.

The main difference between the two: Facebook Reels will appear on people’s Feeds whether or not they follow you. This expands your reach beyond friends and family and allows you to connect with new people.

Where are Facebook Reels shown?

Facebook wants you to watch Reels, so they’ve made it easy for the videos to appear pretty much all over the platform. Here’s how to find Reels on Facebook.

Reels on your Feed

Reels appear at the top of your page, to the right of your Stories. You’ll also notice Reels partway down as you scroll through your Feed.

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Facebook Reels on feed

Reels in Facebook Groups

In Facebook Groups, Reels will show up on the top right vertical menu.

Facebook group official supernatural community Reels

Reels from your menu

You can find your menu by navigating to the hamburger menu on your home page. For Android users, it’s at the top right corner. iPhone users can find the menu at the bottom of your app.

Facebook Reels hamburger menu

Within the menu, you’ll find Reels at the top left.

Facbook Reels top left side of screen

How to make a Reel on Facebook in 5 steps

Does the thought of creating short videos send a shiver down your spine? Relax: Making your first Facebook Reel doesn’t have to stress you out! We’ve broken down exactly how to do it in 5 easy steps.

We’ll go over everything from publishing, splicing and editing to how to add pre-recorded videos to Facebook Reels.

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Step 1. Tap Create from the Reels section of your Facebook Feed

Create reel on Facebook feed

This will bring you to a gallery of your phone’s camera roll. Here, you can add pre-recorded videos or photos to Facebook Reels. Or, you can create your own reel on the fly.

create a reel camera roll

Step 2. Record, splice, or upload your content

If you choose to record your own video, you can use effects like the green screen. You can also upload one of your own photos to be used as the green screen background.

You can also add music, speed it up or down, add effects like filters, or use that handy timer for hands-free creation. One thing to note: if you choose to use a filter, your green screen will disappear.

See also  What is a Social Media Dashboard and Why Do You Need One?

add music speed and effects

Once you’ve recorded your video or uploaded your own photo, it’s time to add effects.

Step 3. Add effects like audio clips, text, stickers, or music

You can add audio clips, texts, stickers, or music to your reel by using the menu on the right-hand side of your screen. You can also trim your video to the right length here.

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The Text feature lets you write directly on your video — but use text sparingly. It’s best practice to avoid excess text on your photos and videos.

If you hit audio at the top, you’ll have the option to either add music or a voiceover.

Don’t forget to hit Save if you want to download your video to your phone.

save to download video to phone

Once you’ve spliced and edited your video to perfection, hit Next.

Step 4. Add a description, hashtags, and choose your audience.

Your final step to creating a Facebook Reel is to add a description and hashtags and decide who gets to see your art.

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Your description will show up in the reel caption. Be sure to include relevant hashtags so you can expand your reach.

reel description deaf cat

Source: Somedeafguy on Facebook

comedy hashtag

Source: #comedy on Facebook

Here, you can set the audience you’d like for your reel. Facebook’s default is set to “Public” for any creators who are over the age of 18. If you want your content to be seen by the maximum number of people, we suggest leaving this setting on Public.

Step 5. Share your reel

Hit Share reel at the bottom of your screen and you’re done!

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Now, your reel can be seen by all of your friends on Facebook. And, hopefully, be discovered by new viewers.

How does the Facebook Reels algorithm work?

Facebook publicly announced the algorithm’s focus is on helping users “discover new content and connect with the stories they care the most about.” And Facebook has also mentioned that they are “focused on making Reels the best way for creators to get discovered.”

That means that Facebook Reels are designed to help users discover new things. That could be YOU as a brand or a creator, or something you want to show the world! Test out Reel content that serves a purpose like educating, uncovering new information, or telling your story.

Above all, make content that folks will find interesting or entertaining. User engagement is Facebook’s bread and butter, so it makes sense that the algorithm would be geared toward rewarding engagement.

If you serve the algorithm, the algorithm will serve you.

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Facebook Reels best practices

We all know the importance of following best practices and creating content folks love to watch. But, if your Reels blow up, you could find yourself in the coveted Reels Play bonus program.

Facebook created Reels Play to reward content creators whose videos gain over 1,000 views within 30 days. The program intends to compensate creators for these reel views on Instagram and Facebook.

Reels Play is invite-only, and the chosen few will be alerted directly in their professional dashboard in the Instagram app.

So, stick to these best practices to keep your reel game real strong.

Keep an eye on what’s working

Tracking the results of your content allows you to focus your efforts and attention on the pieces that resonate. You can use Facebook’s analytics dashboard within the app or upgrade to more detailed third-party analytics like Hootsuite.

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If your account is brand new, you won’t have enough data to see what’s working and what’s not. But, if you’ve found success on Instagram or TikTok, use that data to tell you what went well. Then you can try experimenting with what worked for those apps.

Repurpose your TikTok videos

Repurposing content is one surefire way to save time. Pick your best-performing TikTok content and repost it to your Facebook Reels.

See also  158 of the Best Instagram Reels Hashtags to 10x Your Growth

Instagram has been clear that they’ll make content with watermarks less discoverable; the same likely applies to Facebook.

Luckily, you can easily remove that pesky watermark TikTok loves to add.

Link your Instagram Reels

If you’re using one, you might as well use both. You can easily share your Instagram Reels to Facebook by toggling the option when you post. Or, you can set it to automatically share when you publish content.

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There has been some debate about whether or not you should share content between the two apps. Hootsuite writer Stacey McLachlan did some investigating into whether you should share Instagram content to Facebook Reels. TL;DR: It can’t hurt.

Post quality content

Nothing gets someone to skip your video faster than a blurry or shaky view. So make sure you’re posting only quality content to your Facebook Reels.

Your content reflects your brand. If you post high-quality content, people will assume your brand is also polished and professional. You’re also more likely to earn meaningful interactions from your audience.

Plus, users are more likely to share high-quality videos, which can help to increase brand awareness and reach.

Vertical videos only

Like TikTok and Instagram Reels, Facebook Reels are set up for vertical video. So don’t turn your phone to the side when you’re recording!

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Remember, Facebook rewards content that follows all of its best practices.

Use music

Music in your Reels can help to add energy and excitement, making your videos more engaging and entertaining.

Music can also set the whole tone for your video and make it easier for viewers to remember your content in a sea of other reels. You can even keep track of trending sounds to join in on a conversation.

Use good lighting

Good lighting is essential when shooting social media videos because it makes the video look more polished and professional. When you shoot in low light, the image is often grainy and difficult to see. This can be distracting for viewers and makes it more likely that they’ll scroll past your content.

Good lighting also helps to set the mood of a video. For example, softer lighting can create a more intimate feel, while brighter lighting can give the video a more energetic vibe.

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Be experimental

Let’s be reel: You’re probably not going to go viral with your very first video. Luckily, there’s no one-size-fits-all approach to Facebook Reels, so consider it an opportunity to find a style that feels authentic to your brand.

Experimenting can also help you to engage your audience. Trying new things will keep your content fresh and gives your audience a reason to keep coming back for more.

Trying new things might even lead to a breakthrough in your content creation process. You might stumble upon an unexpected theme or style that really resonates with your audience.

Include a caption

A caption helps to set the scene and tone for a video. It’s your opportunity to help shape the way people perceive your content. You can use captions to add a touch of personality, crack a joke, or deliver a heartfelt message.

Captions can provide essential context that would otherwise be lost, like the location of an event or who’s in the video. A caption can also help to highlight the key takeaways from a video, making viewers more likely to remember the most important points.

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Be intentional

The content you publish tells your audience what your brand is all about. That’s why it’s important to be intentional when planning and creating videos.

Carefully consider the message you want to communicate, the tone you want to use, and the audience you want to reach.

Keep up with trends

Trends move fast on social media, and posting something even a week late may make your brand appear out of touch.

It’s key to keep an eye on current trends. See what types of Reels are popular in your industry and try to create similar content.

See also  2022 Instagram Reel Sizes Cheat Sheet: Specs, Ratios, and More

It should go without saying, but this also means that you need to watch other Reels before creating one yourself. Understanding the landscape first will help you find a niche that makes sense for your brand.

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Collaborate with like-minded people

Find an influencer or someone respected within your industry to collaborate with. They’ll have a different following than you and can help promote your products or services to a wider audience.

Use transitions

Most people are visual learners, which is why Facebook reels with transitions are so effective. A reel with transitions can easily communicate a before-and-after transformation, making it easy for viewers to understand the value of your product or service.

The secret is to trim the video and use the align tool. This will help to ensure that the transition is smooth and seamless.

Stop trying to go viral

The key to success with Facebook Reels is not focusing on going viral. In fact, attempting to go viral is often a recipe for disaster. It can make your content seem like it’s trying too hard.

A well-crafted reel that speaks to your target audience is more likely to result in meaningful connections than one that tries to emulate a viral video status. In the end, it’s more important to focus on making quality content that resonates with your audience than on trying to get as many views as possible.

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Frequently asked questions about Facebook Reels

How long can Facebook Reels be?

Facebook Reels must be longer than 3 seconds and up to 30 seconds long. That doesn’t seem like a ton of time, but trust us, you can accomplish a lot in 30 seconds.

How do you share Instagram Reels to Facebook?

Sharing Instagram Reels to Facebook is incredibly easy. It’s almost like the apps want you to cross-promote between them.

In your Instagram app, start recording a Reel. Once it’s recorded, tap next to Share to Facebook. You can choose which Facebook account you want to share it to here.

Then, select whether or not you want to share all future reels to Facebook. Hit that Share button, and you’re good to go!

How can you search Reels on Facebook?

There is no specific search bar for Reels, but there’s an easy hack to search for Reels on Facebook.

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Simply go to Facebook’s search bar, type in the keyword you want to search, and add the word reels. This will bring up a Discover Reels vertical scroll across the top of your page!

Facebook search bar

search for dog reels on Facebook

What are overlay ads?

Overlay ads are a way for Creators to monetize their Facebook Reels.

They’re a lot like what the name suggests: ads overlaid on top of your video. They’re pretty non-invasive, too. The ads have a transparent gray background and are fairly inconspicuous.

overlay ads baking recipes

Source: Facebook

As people engage with your reel, you make money.

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To sign up for overlay ads, you just need to be part of the existing in-stream ads program for Facebook video. If you are, you’re automatically eligible for ads in reels. You can opt out at any time in your Creator Studio.

How can you turn off Reels on Facebook?

Unfortunately, you can’t remove or disable Reels from showing up on your Facebook feed.

But, you can use Facebook on your desktop, which has not yet incorporated Reels. Or, you can delete the app off your phone and download an older version of Facebook that doesn’t have the new feature.

Save time and get the most out of your Facebook marketing strategy with Hootsuite. Publish and schedule posts, find relevant conversions, engage the audience, measure results, and more — all from one simple, streamlined dashboard. Try it free today.

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18 Black Friday Marketing Strategies to Try in 2022

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Planning a Black Friday marketing strategy is the key to standing out in a large crowd of advertising. Think about it. Every store, whether brick and mortar or eCommerce, are advertising deals. Customers are actively searching for them. So how do you catch their eye?

By being prepared and rolling out some killer tactics.

Don’t let planning your Black Friday marketing strategy frustrate you. It’s easier than you think to stand out from the crowd on a busy sales day.

Here are 18 tried and tested marketing strategies to try for Black Friday!

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Bonus: Get a free, in-depth guide to The Why, What, and How of Social Commerce. Learn how to sell more products on social media and delight your customers without relying on cookies.

What is Black Friday?

Black Friday is the Friday following American Thanksgiving. It’s notorious for slashed prices in eCommerce and brick-and-mortar stores, causing a surge in consumer spending.

Black Friday typically kicks off the holiday shopping season. You might have heard stories of the pandemonium that brick-and-mortar stores face.

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The term ‘Black Friday’ originated in Philadelphia in the 1950s. Police officers used it to describe the heavy, disruptive crowds that would flock to the city the day after Thanksgiving. Suburban shoppers and tourists would flock to the city before the infamous Army-Navy football game.

Later, retailers adopted Black Friday. They depended on holiday shopping to put them “back in the black” before the fiscal year ended. Back in the black just means earning profit instead of operating at a loss or “being in the red.”

Today, Black Friday has extended from brick-and-mortar stores to online sales, with eCommerce stores jumping on the holiday. It’s also extended its timeline. Now Black Friday isn’t just a day, it’s a weekend of sales between Black Friday and Cyber Monday.

eCommerce stores are reaping the benefits of online sales, even during a time when global buying habits shifted in an unpredictable market. In 2021, Shopify store owners collectively made a whopping $6.3 billion USD in sales globally between Black Friday and Cyber Monday, a 23% increase from 2020.

During this time, sales were attributed to 47 million unique shoppers who made a purchase from a Shopify merchant. These weren’t your classic bargain bin deals either. The average cart price was above $100 US!

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These are opportunities that your business can get in on too. All you need is a stellar marketing strategy to help you stand out from the crowd.

18 fool-proof Black Friday marketing strategies

There is no one-size-fits-all answer when it comes to Black Friday marketing strategies. You know your customers and what will work best for them. But, there are some tried and tested strategies that can help with your Black Friday marketing strategy.

Take a look below at these 19 fool-proof Black Friday marketing strategies.

Some shoppers enjoy the thrill of the hunt; others prefer to plan ahead and take advantage of early bird sales. You can entice both kinds of shoppers by using social media to promote your sales. You can tease out sales on your feed by offering ‘mystery deals’ or post exactly what your promotions will be.

By sharing previews of exclusive deals, countdown timers, and other engaging content, businesses can build anticipation and drive traffic to their stores on Black Friday. And social media is a great way to connect with customers and answer any questions they may have about your Black Friday sale.

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2. Create a sense of urgency

To get customers excited about your sale items, write copy that conveys urgency. Creating a sense of urgency or scarcity in your Black Friday marketing encourages customers to take action.

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Poshmark Just In Shop Now

One reason why creating a sense of urgency is important is that it helps to capture attention. In a busy inbox, for example, an email that stands out and creates a sense of urgency is more likely to be noticed than an email that doesn’t.

You can encourage customers to act now rather than wait. By offering a limited-time discount or exclusive access to sale items, customers will feel compelled to take advantage of your Black Friday deals before they disappear.

3. Email marketing campaign

Set up an email marketing campaign and watch your ROI grow, and grow, and grow. When you average it out, email drives an ROI of $36 for every dollar spent. That’s higher than any other channel.

Who doesn’t love receiving discounts and deals in their inbox every day? Set one up a few weeks in advance of Black Friday with offers for your subscribers.

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4. Optimize your website for shoppers searching on Google

Black Friday is swollen with eCommerce sites vying for a spot on Google’s front page. To rank, you need to optimize your website for online shoppers.

One way to do this is to use keywords that shoppers are likely to use when searching for holiday deals. Do some keyword research, then float those words throughout your site. Make sure you sound natural and don’t fall into the habit of keyword stuffing.

In addition, you should also make sure that your website is mobile-friendly, as more and more people are using their phones to do their holiday shopping.

5. Install a chatbot on your website to make customer support easier

With more shoppers comes more customer support inquiries. You can’t avoid it. Consumers are going to be reaching out with FAQs about orders, shipping, and returns. You name it.

By installing a chatbot on your website, you can streamline and automate your customer support services. The chatbot can handle the easy FAQs, and when a customer support rep is needed, they can step in and take over the conversation. This process can remove the repetitive work weighing down your team and give them time back to focus on larger-scale issues.

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6. Install a chatbot on your Shopify site, too

You want to make it as easy as possible for your customers to convert. So, if you use an eCommerce site like Shopify, consider installing a chatbot.

Shopify chatbots can pull data from your store to automate tasks. These include necessary customer communication, checking store inventory, performing returns, and encouraging sales.

During a rush like Black Friday, it’s important to give your customers the support they need. A chatbot helps you do so.

7. Use a chatbot to help shoppers find products faster

Besides automating customer service inquiries, AI chatbots like Heyday can also help with sales. If you find the right one, a chatbot can help shoppers to find the products they need quickly and easily.

This can work if you program your chatbot to ask shoppers a series of questions. From there, they can narrow down the search to a few specific items. Then, shoppers can either purchase the product online or find it in-store.

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waterproof headphones Heyday chatbot

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Source: Heyday

Chatbots can also provide personalized recommendations based on previous purchases. And, during the chaos that is Black Friday, you’ll want all the help you can get.

Get a free Heyday demo

8. Offer long-time customers exclusive deals

People like to be acknowledged, especially when they have a relationship with your brand. Black Friday offers you a chance to show appreciation for loyal, long-time customers.

Offering exclusive deals and discounts to these customers is a smart marketing tactic that can help to build customer loyalty and drive repeat business. By showing your customers that you value their loyalty, you’ll encourage them to keep coming back on days that aren’t Black Friday.

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People often use social media to research a product or look up a brand. Close to 1 in 2 people have reported looking up new brands, products or services on Instagram.

On Black Friday, everyone will be searching for deals and promotions. By selling directly on platforms like Instagram, you can put your products right in front of your target audience. Selling your products directly on the app means it’s even easier for your consumers to convert.

And you can reach a global audience on social media. People on Instagram, for example, expect to be marketed to. 90% of people follow a brand, after all.​​


With Hootsuite, you can schedule your shoppable Instagram posts well in advance so you can focus on other brilliant Black Friday marketing ideas. Be sure to set your shop up properly first.

10. Use hashtags to reach new audiences

Black Friday gives you an opportunity to reach new audiences on social media. By using hashtags, you can connect with people who are interested in Black Friday deals and help them find your products and services.

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If you’re a retailer, you can use the hashtag #blackfridayshopping or #blackfridaydeals to reach people who are looking for bargains.

11. Follow up with customers after Black Friday

It’s great that you can sell a ton of products on Black Friday. But, a customer’s value to your brand grows over time. You want to turn those one-off purchasers into loyal, lifelong customers.

A study by Shopify notes that customer lifetime value is the lowest on holidays like Black Friday. It showed that for a whopping 64% of retailers, shoppers acquired during Black Friday or Cyber Monday have a lower lifetime value than shoppers acquired at any other time of the year.

Follow up by sending a quick thank-you email, a customer service survey, or by asking for feedback on their experience. You’ll be improving your customers’ experience, which can pay off in future dividends.

By taking the time to reach out to customers, you show that your brand truly values their business and that you’re committed to providing a positive customer experience.

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12. Referral codes

You know that referral marketing can work wonders for your brand. It’s also effective in promoting Black Friday deals.

Send out referral codes to your email subscribers. Offer them gift cards or deeper discounts as incentives. Their referrals have the potential to pull in new customers with the added bonus of showing love to your loyal customers.

13. Minimum spend rewards

Offer minimum spend rewards on certain amounts. For example, if customers check out with a $100 cart, they could be eligible for free shipping.

See also  158 of the Best Instagram Reels Hashtags to 10x Your Growth

Minimum spend rewards are a great way to increase your conversion rates and encourage customers to spend more money with a business. It can be even more effective if the rewards are tiered. For example, a customer who spends $50 might get a 10% discount, while a customer who spends $100 might get a 20% discount.

14. Give a free gift with purchase

People love feeling like they’ve been rewarded.

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Giving your customers a free gift with their purchase will incentivize them to act. And they create a sense of goodwill that can keep customers coming back.

Of course, you want to make sure that you’re gifting something that your customers will actually want. It’s important to take your customer base into account when choosing what to give them.

15. Focus on your abandoned cart rates

Have you ever gone to do a bit of online window-shopping and moved to abandon your cart, only to be stopped short by a pop-up? Whether it’s an offer for a discount code or a survey about your shopping intentions, those pop-ups can be very annoying, which is kind of the point.

Pop-ups are meant to grab your attention and reduce abandoned cart rates. Give shoppers a chance to express their intentions or provide them with an incentive to complete their purchase. You’ll likely decrease your abandonment rate.

Be sure to get that pop-up to express your limited-time Black-Friday-only offer.

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16. Make a gift guide

Oh, how we love Black Friday gift guides.

A gift guide is essentially a curated selection of your products, categorized in a way that makes it easy for shoppers to understand. For example, you could create a ‘For your fashionable friend’ guide that highlights unique clothing pieces you’re selling.

Gift guides help to promote specific products, drive traffic to your website or store, and generate excitement for your brand.

A social media contest can drive traffic to your website or store, generate leads, and increase brand awareness.

Offer a prize that your target audience wants and encourage people to take part in the contest and share it with their friends and followers. It works as social proof.

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When one of your friends recommends a brand, you’re more likely to trust that brand. Get your followers to tag their friends or repost your content on their story for entries.

Schedule your contest and posts ahead of time with Hootsuite so you’re organized for the big day.

18. Get weird with it

Listen, you already know how murky the marketing swamp is going to be on Black Friday.

Retailers are going to be shouting about their low prices, hot deals, and fast delivery from every corner of the ring. If you want to stand out, you’ve got to grab attention. Don’t be afraid to try something new.

Deciem, for example, canceled Black Friday completely. They shut down their site and closed their stores as a way to reject the impulsive selling Black Friday is known for. Then, they announced they’re extending their sale through November.

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Deciem 23% off sale all month

Source: Deciem

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