Seller Handbook

Advice and inspiration for successfully running your Etsy shop

Seller Handbook

Harnessing the Power of Social Media for Your Business

Which social media platform works best for you? Read this guide to determine where to best focus your marketing efforts.

By Etsy Staff Oct 21, 2019
Marketing social media

Social media is one of your most effective low-cost promotional tools as a small business owner. By using social media marketing to your advantage, you can grow brand awareness, connect with customers, and reach new potential buyers. Each channel has its own strengths and weaknesses, making each one appropriate for different styles of promotion. Before you launch a social media campaign, consider what types of promotions you plan to create and which platform would be the best match.

Use this list as your quick-start guide to each channel’s best practices:


  • Best for: Video content (especially live video), sharing curated photo collections, customer service (via FB Messenger), sharing product listings, connecting and reaching broad varied audiences
  • Not good for: Reaching younger audiences, including teens


  • Best for: Strong visuals, cross-promotion, attracting influencers, giveaways, behind-the-scenes action (through IG Stories), reaching younger audiences
  • Not good for: overly promotional content


  • Best for: Trend-lovers, on-trend products, visual thinkers, inspirational boards (for your creative process)
  • Not good for: Extensive or timely copy

If you're new to social media, instead of attempting to promote your shop via every single channel, start by choosing one that’s a good match for your products and resonates with you and your target consumer. If you're already socially savvy, making sure you're using each network to its full advantage can help to drive visits to your shop.

Facebook for connecting with customers

Facebook is a great place to connect with customers who may already be familiar with your brand and products. Utilize tools like Facebook Live to cut through the clutter and open a dialogue with your customers, and keep them in the loop on what’s happening with your shop. Facebook can be used to spread the word about new products and share sneak peeks into products as they're being developed. Facebook can also be a good place to solicit product development feedback and to share behind-the-scenes glimpses into your business.

If you’re new to Facebook promotions, start in your comfort zone by promoting listings and content to the people whose opinions you value the most: close friends and family. From there, you can branch out to peers and acquaintances and, eventually, a larger audience.

Pinterest for the curator

If you’re a mood board aficionado who loves collecting inspiring images, Pinterest could be the right place for you. Unlike other social platforms which are more about capturing the present moment, Pinterest is used for planning future events. Trend forward business owners approach the site as a place to document inspiration for future collections and to gather inspiration for photo styling using current trends and color schemes.

Instagram for the visual storyteller

Perhaps you’re highly visual but also incredibly social and interested in what’s happening right now. If so, Instagram could be the ideal marketing channel for you. Because it’s visual and interactive, Instagram is an effective place to share photos of your process, as well as personal elements of your brand.

Show snapshots of works in progress or reveal newly finished items for sale, but don’t stop there. Share a tour of your studio on Instagram Stories so your customers can see where their items get made. You can also use creative hashtags to connect with potential customers and locals. Hashtags are virtual links to others with a common interest.

Don’t see yourself as clearly one social media personality type or another? Try out a few channels until you find the outlet that feels natural to you.

Follow Etsy Success on Instagram and Facebook for more advice and inspiration on running an Etsy shop.

Be sure to subscribe to our seller email list for important updates about your Etsy shop, new features, and personalized tips to help grow your business.


Continue reading in Branding and marketing