Choosing your other platforms
Facebook suits most niches, but it is not the only option. Here are four more, who each one suits, and the one thing that matters most on it. You only need one of them. The advice in Getting traffic from social media applies to all four, so this guide only covers what is different.
Who it suits. Anything visual: home, food, fashion, crafts, fitness. Pinterest works like a scrapbook, so products that look good in a photo do well and technical niches struggle.
What to post. Open a Business account, then claim your store in the settings to unlock rich pins, which pull price and availability onto every pin. Organise your content into eight to twelve themed boards with keyword-rich descriptions. If you sell kitchen gadgets, think "Easy Weeknight Dinners" and "Kitchen Gift Guides" rather than one board called Products. Use vertical images on clean backgrounds, with short captions that include three to five keywords and end on a call to action.
What matters most. Volume, which sounds like work until you point a scheduling tool at your store's RSS feed and let it pin for you. Ten to fifteen pins a day is normal, mixing your own with repins. Join group boards in your niche (search "[your niche] group board") and treat them as communities rather than billboards.
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Who it suits. News, trends and quick tips, and the more technical niches where people want to discuss the detail.
What to post. Use a handle close to your store name, put your niche keywords in the bio and your store URL in the website field. Follow influencers, bloggers and other affiliates so you have something to react to. Mini-threads, tips and polls carry the value; store links are the one in five.
What matters most. Reciprocity. Reply, repost and quote-post other people's content, especially anyone who has shared yours. Notice who engages with you and engage back. That is what grows reach here.
YouTube
Who it suits. Reviews, tutorials and anything people want to see working before they buy.
What to post. Set up a Brand Account rather than a personal Google profile, put your store link in the About section, and group videos into playlists so viewers keep watching. You do not need to be on camera: screencasts, demos and voiceovers work fine. Shorts are the fastest way in, because they are served on interest rather than subscribers, and three a week is a comfortable start.
What matters most. Getting the click and holding it. Design thumbnails with readable text, open with a hook in the first ten seconds, then check audience retention in YouTube Analytics. If people leave at thirty seconds, tighten your intros.
TikTok
Who it suits. Product discovery niches: beauty, fitness, home, kitchen, gadgets, fashion, pets. The algorithm shows content on engagement rather than follower count, so a brand new account can get thousands of views in its first week.
What to post. Short product showcases, "top five coffee gadgets under thirty dollars" lists, quick tips, before and after transformations, and unboxings. Hands and a voiceover are enough, and polished corporate video performs worse than something real.
What matters most. Search. Many people search TikTok instead of Google, so put your keywords in the caption, say them out loud, add them as on-screen text, and mix broad hashtags with specific ones. Captions cannot carry a clickable link, so put your store in your bio and tell viewers to check the link there.
Pick whichever one fits your niche, set up the profile, and leave the rest. You can always add a second later.