Social Media today is not only a place for entertainment and communication, but also a powerful sales tool. With the growing popularity of platforms such as Facebook, Instagram and TikTok, brands are increasingly using them to promote their products and services. How to effectively conduct SM activities to increase e-commerce sales? We present proven strategies that will help you reach customers and turn observers into buyers!

SM Sales Potential

The number of users using social media continues to grow. According to the Digital 2024 report, at the beginning of 2024, more than 68% (about 24.8 million) of Poles were active on social media platforms. It is worth noting, however, that these figures only apply to people over the age of 18.
The most popular social network in Poland remains Facebook, with more than 17 million users. The advertising potential of this platform was 42.1% of Poland’s total population at the beginning of 2024.
The second place in terms of popularity is occupied by YouTube, which is used by 68.8% of Poles. YouTube’s advertising potential covers 78% of Internet users in Poland, with 50.4% being women and 49.6% men.
About 11 million Poles are active on Instagram. Its advertising potential is 27.1% of the country’s population and 30.8% of Internet users. Most users of this platform are women (59.7%).
TikTok also plays an important role in Poland’s social media ecosystem. It is used by 11.52 million adult users, accounting for 34.7% of Poland’s adult Internet population. The gender split here is almost equal, with 50.4% women and 49.6% men.
Messenger, despite being mainly a communication tool, also offers significant advertising potential – it covers 15.3 million Poles, representing 37.7% of Poland’s adult Internet population and 42.3% of Internet users. Most users are women (54.4%).
LinkedIn, as a business platform, is different from other sites. At the beginning of 2024, it was used by 6.7 million Poles, equivalent to 16.5% of the population. Unlike most platforms, men dominate here (50.9%).
Less popular social networks are Snapchat (5.61 million users), X (formerly Twitter, 5.81 million) and Pinterest (6.1 million).

Promotional opportunities on SM

Social media allow you to run a variety of advertising campaigns. Due to the dominance of Meta platforms (Facebook and Instagram), in this article we will focus on the opportunities they offer.
The goals that can be achieved with paid campaigns on Meta are:

  • recognition – ads reach users who are most likely to remember them. Possible sub-goals: reach, views or store location recognition;
  • traffic – direct users to a website, app, profile on Instagram or Facebook event. Possible sub-goals: clicks on a link, views of a landing page, contact via WhatsApp, Messenger or Instagram;
  • activity – ads that encourage interaction, such as contact, viewing a video, activity under a post or a phone call;
  • contacts (leads) – obtaining contact information from potential customers. Possible sub-goals: instant form, contact via WhatsApp, Messenger or Instagram;
  • app promotion – ads targeting users who are most likely to install the app. Possible sub-goals: installation or in-app events;
  • sales – ads targeted to users who have a high probability of making a purchase. Possible sub-goals: conversions, catalog sales, instant messaging contact.

How to effectively use SM to support sales?

Strategies for supporting sales through Social Media can be many. It should be tailored to the industry and the stage of development of the brand. In this article we will present 3 different sales strategies. However, if you do not find one that fits your needs – contact us. At Media In, we create advertising campaigns based on the entire sales strategy of the company, taking into account all the needs, requirements and difficulties in achieving the goal.

E-commerce sales support

If you run an online store and have historical data about users, you can use it to target ads to people who, for example: have already visited your site, but have not yet made a purchase. To do this, use Meta Pixel, which allows you to link the data to the Ad Manager.
The form of the ad can include videos, graphics or an e-commerce product presentation. Use the campaign objective “Sales.” When setting up the audience group, combine the data sources.

Contextual materials

Creating engaging content, such as videos or graphics, is a great way to increase interest in a product. Video ads that allow you to fully present the functionality of your product or service work best. You can also use graphics or carousels that showcase key features of the offering.
To implement this strategy, it is worth choosing a campaign with a “Traffic” or “Sales” objective. In this type of campaign it is extremely important to present the product or service in the most attractive way. Therefore, focus your attention on creating an interesting advertising creative. It is also important that this creation is tailored to the circumstances, for example: the May Day vacation, the vacation season or other occasions, such as Valentine’s Day or the beginning of the vacations.

Lead campaign

A lead campaign is a solution that will work in almost any industry. The purpose of this campaign is to collect contacts to people interested in a particular service or product. The advertising creative plays a key role here – it should be attractive enough to make the user want to fill out the form and leave their data.
Lead campaigns require additional commitment on the part of the advertiser, because once the contact is acquired, action must be taken to convince the user to complete the purchase.