Episode 236 | Building Your Brand on Social Media with Sarah Weiss

Social media platforms like Instagram, TikTok, and Threads have become crucial for growing online businesses, especially for those in e-commerce. In our latest episode, we sat down with social media strategist Sarah Weiss, who shared actionable insights on making the most out of social platforms to stand out, connect with audiences, and boost sales. Whether you’re selling on Etsy, Shopify, or your website, Sarah’s advice can guide you toward a stronger social presence. Let’s dive into her top strategies.

Leverage TikTok as Your Awareness Platform

TikTok isn’t just for dance trends; it’s a powerful awareness tool for businesses. Unlike other platforms, TikTok’s algorithm consistently pushes your content to new audiences, acting almost like a free advertisement. Sarah emphasizes that sellers should approach TikTok like a personal ad platform where talking-head videos and voiceovers work best. Sharing your story authentically can make your content stand out—no need for trending audios or complex choreography.

Create a Unique Brand Story and Share It Authentically

Your brand’s story sets you apart from the “sea of sameness.” Sarah points out that sharing personal aspects—your passions, quirks, or even your challenges—helps build genuine connections. Think of social media as a window into who you are beyond your business. Your audience will remember these personal details, and this connection fosters trust and brand loyalty.

The Power of Presence on Multiple Platforms (Without Spreading Thin)

While it’s tempting to be everywhere online, Sarah recommends focusing on two or three platforms. Each platform serves a unique purpose: for instance, use TikTok to attract new viewers, Instagram for nurturing your community, and Threads as a blend of the two. Consistency on fewer platforms is better than struggling to keep up everywhere.

Sell Strategically – Because Selling is Serving

Many e-commerce sellers hesitate to post sales content daily, fearing they might overwhelm their audience. But Sarah’s advice? Sell every day. Just as stores don’t apologize for having items on display, your brand shouldn’t shy away from offering solutions. Use Instagram Stories to share product updates, answer questions, and even promote through DMs. A “DM me for the link” strategy minimizes friction and makes it easy for customers to take the next step.

Utilize TikTok Shop

TikTok Shop allows users to buy products directly from TikTok without leaving the app—a feature Sarah highly recommends for product-based businesses. As a seller, this feature provides seamless purchasing opportunities, helping boost conversions.

Outsource Wisely and Keep Engagement Personal

If you’re considering outsourcing social media tasks, be selective. Sarah strongly believes that engagement should remain in the hands of the business owner, especially for personal brands. The insights you gain from direct interactions with customers are invaluable. Instead of outsourcing your engagement, consider delegating repetitive tasks like posting or monitoring analytics.

Experiment and Adapt Over Time

Finding your brand’s story or perfect posting style doesn’t happen overnight. Sarah advises sharing different types of content and seeing what resonates most with your audience. Analytics are helpful, but the most valuable data often comes from your comments and DMs. Experiment, listen, and adapt your content based on real-time feedback from your followers.

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Conclusion:
Building an impactful social media presence takes time, but with Sarah’s tips, you’re equipped to make a genuine impact. By showing up authentically, choosing platforms strategically, and engaging with your audience personally, you’ll be better positioned to scale your e-commerce business and foster a loyal customer base.

For more insights, connect with Sarah on TikTok or Instagram at On Brand by Sarah. And remember, success on social media is a journey—take the first step today, and don’t hesitate to experiment along the way!