Scrappiness is the name of the game in the startup world, and social media is the perfect way for companies with limited budgets to expand brand awareness and reach target audiences. E-Commerce startups using social media as their main marketing channels have experienced exponential growth and are viewed as digital marketing innovators. Birchbox is one of the few E-Commerce brands that has transitioned from online to offline -- now with a flagship store in SoHo. This is a huge testament to their digital marketing efforts. They successfully engage their beauty obsessed demographic with compelling and educational content.
Since their audience is obsessed with Instagram -- they are using social selling and the hashtag #BirchboxCart to sell products straight off the platform.
Partnering with celebrities and social media superstars, Birchbox implements influencer marketing. The Birchbox team is always at star filled events for the millennial generation like Coachella and Sundance and highlights celebrities testing out their products. Of course, they use beauty and lifestyle bloggers like Cupcakes and Cashmere to provide how-to-videos on getting the perfect look.
Warby Parker is another Silicon Alley startup that has gone online to offline. They have been able to take the simple product of eyeglasses to create one of the most aesthetically pleasing Instagram feeds. Whether eyeglasses are placed on dogs, influencers or next to a strategically positioned moleskine and cappuccino -- Warby Parker has used social media to create one of the hippest and coolest brands. Each of their Instagram posts garners up to 2,000 likes, and they have created a very cute Instagram offshoot called, “Warby Barker” -- and we all know how much people love #DogsofInstagram.
Mommy, Food, and Beauty bloggers -- everyone loves snacking! That’s the strategy eCommerce startup, Naturebox executes on for their social channels. Influencers like @joannagoddard and @pinchofyum showcase their snacking styles for themselves and their families on Natureboxes social channels. This data-driven startup obviously uses analytics in deciding what content to use and where.
These three E-Commerce startups prove that social media can be a key growth driver from the Seed round to Series C.