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

Business Problem: The social strategy for Etsy’s seller channels (Etsy Success) was not landing with the seller community. The content missed how sellers actually looked for information, so it failed to connect.

Strategy Overview: Before the revision, the content mix leaned mostly inspirational and promotional. Seller research showed that Etsy sellers wanted practical help running their shops and lessons from sellers who had already succeeded. So I reframed the strategy to meet sellers on the channels they use every day. I shifted the content mix from promotional and inspirational to educational and inspirational, redefining what inspirational meant for our sellers. Then I refocused the channels to deliver quick, actionable tips for running an Etsy business.

KPIs:

  • Increased Follower Growth
  • Content Engagement Rates

Results: From 2018 to 2019, the new strategy drove strong results across both Facebook and Instagram: 13% audience growth, a 62% lift in impressions, and a 20% increase in overall engagements.

Using Sellers to Educate Other Sellers: This series showed sellers how to use Instagram’s tools to promote their businesses.
Instagram Live Listing Critiques Series: Partnering with our Community Education Team, I launched a live series to help Etsy sellers make their listings more discoverable on the site.