Brand: Etsy – Seller
Channel: Instagram and Facebook
Social Strategy/Creative Strategy

Business Problem: The social media strategy for Etsy’s seller social channels (Etsy Success) was not resonating with the seller community, and content was not connecting with how sellers were looking for information.

Strategy Overview: The content mix before the revised strategy was mostly inspirational and promotional, after digging into seller research, I found that Etsy sellers were looking for ways to help run their Etsy shop and learning from successful sellers who had seen success selling on Etsy. I then worked to reframe the strategy to engage with Etsy sellers on the channels they’re using on a day-to-day basis. The content mix also shifted away from promotional and inspirational to educational and inspirational (redefining what inspirational meant for our sellers). The channels were refocused to provide quick tips for sellers on how to run their Etsy businesses.

KPIs:

  • Increased Follower Growth
  • Content Engagement Rates

Results: From 2018 to 2019 when the new strategy was implemented, across both Facebook and Instagram, there was 13% audience growth, a 62% increase in impressions, and a 20% increase in overall engagements

Using Sellers to Educate Other Sellers – This series was focused on how sellers can use the various tools on Instagram to help promote their businesses.
Instagram Live Listing Critiques Series – In partnership with our Community Education Team, I launched a live series focused on helping Etsy sellers make their listings more discoverable on the site.