Social Media Management

Selling From Social: Unlocking Opportunities on YouTube, Instagram, TikTok, and More


Sis, I can’t tell you how excited I am about the opportunities social commerce is bringing to the table. The game has officially changed, and it’s time for us to step up and cash in! Platforms like Instagram Shops, TikTok Shops, and YouTube Shopping are making it easier than ever to sell directly to your audience while they scroll, watch, and engage. But here’s the thing: we can’t just sit back and watch the trends; we’ve got to roll up our sleeves and work the trends. That’s why I’m planning to host study halls and work groups for Sistahbiz members—so we can dig deep, strategize, and make sure we’re all leveraging these tools to grow our businesses.

Social commerce is growing like crazy, with sales projected to hit $1.3 trillion by 2024. And guess what? Most of those shoppers are right in our sweet spot—millennials and Gen Zers who live on platforms like TikTok and Instagram. These tools give us the power to connect with our audience authentically, sell without huge ad budgets, and build loyal communities that buy. The opportunity is massive, but it’s up to us to take it. So, let’s get into the details and figure out how we can make these platforms work for us, sis!

Instagram Shops: Your Curated Online Storefront

Instagram Shops allow businesses to create a fully integrated storefront within the app, showcasing products and offering a seamless shopping experience. You can tag products in posts, reels, and stories, enabling your followers to browse and purchase with just a few taps. Instagram has over 2 billion active users, with 70% of shoppers turning to Instagram for product discovery. Social commerce is projected to grow to $2.9 trillion by 2026, with Instagram Shops leading the way.

How It Works

  • Set up your shop by connecting your product catalog through Facebook Commerce Manager.
  • Tag products in your content, so users can click and view details directly from your feed.
  • Use features like product stickers in stories or reels for more visibility.

TikTok Shops: Selling Through Viral Moments

TikTok Shops combine the power of viral content with seamless shopping. The platform’s highly engaging format allows brands to showcase products in short videos, livestreams, and even carousel ads, making it perfect for discovery-driven purchases. TikTok boasts over 1 billion monthly active users, with 35% of users making a purchase directly from the platform. TikTok’s social commerce sales reached an estimated $10 billion in 2023, with significant year-over-year growth.

How It Works

  • Create a TikTok Shop account and list your products.
  • Highlight items in your videos or livestreams using in-video links.
  • Use TikTok’s algorithm to target users based on their preferences and browsing habits.

YouTube Shopping: Turning Videos Into Virtual Shelves

YouTube Shopping allows creators and businesses to add product listings to their videos and livestreams. It’s a chance to showcase your products in action, build trust with your audience, and encourage impulse purchases. Over 2.5 billion people use YouTube monthly, and 89% of viewers say YouTube helps them discover new products. Video commerce is expected to account for 20% of all online sales by 2025.

How It Works

  • Link your YouTube channel to your Google Merchant Center to set up shopping.
  • Add products to videos, livestreams, and even Shorts.
  • Use YouTube Ads to target your ideal customers with clickable shopping links.

Instagram Subscriptions: Exclusive Access for Your Biggest Fans

Instagram Subscriptions let you monetize your most loyal followers by offering exclusive content and perks, such as discounts, early access to products, and behind-the-scenes updates. Instagram Subscriptions were launched in 2022 and have grown steadily, with early adopters reporting a 20-30% increase in recurring revenue. Subscription-based social commerce is expected to grow by 18% annually over the next five years.

How It Works

  • Enable Subscriptions in your Instagram account settings.
  • Offer tiered subscription levels with varying perks, from product sneak peeks to exclusive Q&A sessions.
  • Use subscriber-only stories and reels to keep your content fresh and engaging.

Facebook Shops: Seamless Shopping Across Platforms

Facebook Shops allow you to create a unified shopping experience across both Facebook and Instagram. With over 3 billion users across Meta platforms, this feature is perfect for small businesses looking to scale. Facebook Shops attract over 1 million active businesses globally. Meta reports that shoppers are 58% more likely to purchase from brands with integrated shop features.

How It Works

  • Set up your shop using the Facebook Commerce Manager.
  • Sync your inventory across Facebook and Instagram for a consistent experience.
  • Use Facebook Ads to target shoppers and retarget previous visitors.

Start Selling Today

Before diving into social commerce, it’s essential to understand the rules and eligibility requirements for each platform. Most platforms, like Instagram and Facebook Shops, require you to have a verified business account and a connected product catalog. TikTok Shops often require businesses to be registered in specific regions and adhere to product guidelines, such as avoiding prohibited items like alcohol or tobacco. YouTube Shopping requires you to meet monetization eligibility, which includes having at least 1,000 subscribers and an active YouTube Partner Program account. Across all platforms, compliance with their commerce policies is critical—this means providing accurate product descriptions, ensuring secure payment methods, and offering clear return and refund policies. Checking these requirements early ensures a smoother setup process and avoids potential account suspensions. Do your research as you embark on this journey. I linked some resources below.

The Future of Shopping Podcast
Presented by Vogue Business, this podcast delves into the latest trends in e-commerce and social commerce. One notable episode explores Gen Z’s purchasing journey and the potential of TikTok as a shopping platform.

Reimagining Retail: What’s Happening on TikTok Shop
This episode from eMarketer discusses TikTok Shop’s developments and compares them with Instagram’s social commerce efforts, providing valuable insights into the evolving landscape of social selling.

These resources offer valuable insights into leveraging social media platforms for direct sales, helping you stay ahead in the ever-evolving digital marketplace.

Whether you’re going viral on TikTok, tagging products on Instagram, or hosting shoppable YouTube livestreams, the future of sales is social. The opportunities are growing—and so is the market. Ready to get started? Work with a Sistahbiz coach to create a winning social commerce strategy for your business. Schedule a coaching session today!