How to Use Marketing Psychology to Boost Etsy Sales on Instagram and TikTok with Dr. Nicole

In the fast-paced world of social media, Etsy sellers often struggle to stand out. Many post product photos, add a trending audio clip, and hope for the best. But as Dr. Nicole Arnett Sanders explains, selling on Instagram and TikTok requires more than visuals—it’s about emotion, storytelling, and marketing psychology.

With a Ph.D. in marketing, Dr. Sanders combines academic research with real-world strategies to help female-led brands build deeper customer connections. Here’s how you can apply her expertise to your Etsy shop today.

Marketing Psychology: Why Social Media Isn’t a Storefront

The biggest mistake Etsy sellers make? Treating social platforms like digital shelves.

“People don’t scroll social media to shop—they scroll to feel something.”

– Dr. Nicole Sanders

That shift in mindset is crucial. To sell on Instagram or TikTok, you must spark emotion and build trust, not just showcase products. Shoppers want stories, not sales pitches. They want to feel seen, not sold to.

Build a Community, Not Just a Product Listing

Dr. Sanders started her own Etsy shop selling embroidery designs as a creative outlet. What surprised her wasn’t just the sales—it was the community that grew around a shared aesthetic.

She created a Facebook group where customers shared photos of finished products. Those user-generated images became powerful social proof on Instagram, TikTok, and even Etsy product pages. This led to:

• Higher engagement
• More trust
• Increased conversions

Pro tip: Share customer photos and tag them. This builds connection, encourages reposts, and humanizes your brand.

What Content Actually Converts?

Forget going viral. Instead, focus on content that connects:

• Show products in real life: Wearing the earrings to coffee or using your planner during a hectic week makes the product relatable.
• User-generated content (UGC): Feature customer photos, testimonials, and tagged posts.
• Behind-the-scenes content: Show your process, workspace, and mistakes. These “imperfections” build trust.

And if you’re camera-shy? No problem. Dr. Sanders suggests using voiceover videos, process clips, and even turning written reviews into reels or carousels. You don’t need to show your face to be personal.

Scroll-to-Sale Psychology: The 3-Step Formula

Dr. Sanders shares a simple framework for what turns a scroller into a buyer:

1. Interrupt the Scroll

This doesn’t mean flashy graphics. It means recognition. Use visuals and language that make someone say, “That’s so me!”

2. Build Trust Instantly

Trust isn’t about polish—it’s about realness. Show your process, share your mess-ups, and highlight reviews that include photos.

3. Eliminate the Risk of Regret

Make buying easy and confident:

• Clear pricing and shipping info
• Customization options
• Fast, friendly responses
• Possibility content (e.g., “Here’s how I used this for my daughter’s first day of school”)

What Etsy Customers Really Want

Your audience may not even know what they’re looking for until you show it. Here’s how to figure that out:

• Check your search terms in Etsy analytics
• Analyze competitor reviews for patterns (what do customers love or hate?)
• Study your own conversion rates: Lots of views but no sales? Maybe the product photos or descriptions need work.

Dr. Sanders also suggests becoming a “customer detective”:

• Read forums and Facebook groups your ideal customer hangs out in
• Ask specific questions in your content (e.g., “Would you prefer this in pink or blue?”)

Marketing Psychology: Humanize, Personalize, and Listen

Etsy sellers have an edge over big-box stores: they can be nimble, personal, and authentic. When you understand your customer’s deeper need—not just for a product, but for connection or meaning—you can market more effectively.

“People don’t buy because you convince them. They buy because you help them convince themselves.”

– Dr. Nicole Sanders

Grab Nicole’s Free Etsy Toolkit

Dr. Nicole Arnett Sanders has created a free consumer intelligence toolkit to help you decode what your buyers want and turn it into high-converting content.

🎁 Download it here
📲 Follow her on Instagram @NicoleArnettSandersPhD
📹 On TikTok: @DoctorOfShopping

Want More Etsy Marketing Tips?

Catch the full episode on the Etsy Seller Success podcast for more insights from Dr. Sanders. And if you’re ready to grow your shop with expert help, Dylan Jahraus’s Ultimate Etsy Course + Coaching gives you everything you need—from marketing to mindset—to build a business that lasts.

👉 Book a free Etsy success call here
📲 Follow Dylan on Instagram @dylanjahraus for seller stories, tips, and inspiration.