Social Commerce: Facebook, Instagram & TikTok Shops
Sell directly on social platforms - shop setup, paid ads, influencer partnerships, and community management.
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What You'll Learn
Tutorial Contents
1.Platform Setup & Product Catalog
Facebook & Instagram Shop Setup ``` 1. Create Facebook Business Manager: business.facebook.com 2. Create Commerce Manager: commerce.facebook.com 3. Connect your catalog: a) Manual CSV upload (small catalogs) b) Partner integration (Shopify/WooCommerce best option) c) Facebook Pixel + automatic product detection
Catalog product feed (CSV): id,title,description,availability,condition,price,link,image_link,brand SKU001,"Blue Headphones","Premium wireless audio","in stock","new","299.99 USD",https://example.com/product,https://cdn.example.com/img.jpg,AudioBrand
Enable Instagram Shopping: Instagram → Settings → Business → Shopping → Connect product catalog → Submit for review (1-5 business days)
Tag products in posts/stories: iOS/Android app → Create post → Tag Products → Select items from catalog → Publish ```
TikTok Shop Setup ``` Requirements: - TikTok seller account (seller.tiktok.com) - Business registration documents - US bank account (for US Seller) - Product category compliance check
Product feed integration: - WooCommerce: TikTok official plugin - Shopify: TikTok channel app - Manual: seller center CSV upload
Commission structure: - Category-based: 2-8% for most products - Creator commission: set per product (5-20% typical) - Platform fee: 2% on all transactions
Live Shopping setup: 1. Go live from TikTok app 2. Tap "Add products" → pin items during stream 3. Use coupon codes exclusive to live viewers 4. Announce specific "drop times" (11am, 7pm) in advance ```
2.Influencer Programs & Paid Social
Influencer Outreach & Contracts ``` Finding influencers: Tools: Upfluence, Grin, Creator.co, AspireIQ Manual: Instagram hashtag search for your niche Evaluation criteria (more important than follower count): - Engagement rate: (likes + comments) / followers × 100 Good: 3-6% | Average: 1-3% | Poor: < 1% - Audience demographics (match your target customer) - Content quality and aesthetic alignment - Previous sponsored content performance (ask for screenshots)
Contract must-haves: □ Deliverables: post type, quantity, deadline □ Usage rights: can you repost/run as paid ads? □ Exclusivity: competitor restriction (30-90 days) □ Disclosure: "#ad" or "#sponsored" per FTC rules □ Approval process: brand reviews before posting □ Performance metrics: what success looks like ```
Social Commerce Paid Ads ``` Meta (Facebook/Instagram) Catalog Ads: Campaign objective: Sales → Catalog Sales Audience: Dynamic retargeting (showed interest, didn't buy) Format: Dynamic product ads (auto-pulls from catalog) High-performing audience combos: - Website visitors (30 days) → exclude purchasers - Instagram engagers (60 days) - Lookalike 1% from customer list
TikTok Shopping Ads: Product Shopping Ads: catalog-based, shown in TikTok feed LIVE Shopping Ads: promote live events before they start Video Shopping Ads: shoppable overlay on video content Creative requirements: - Hook in first 3 seconds (problem or surprise) - Native-looking (not polished corporate video) - Captions always (80% watch without sound) - 9:16 vertical format (1080×1920px) ```
Code Example
// Facebook Shop & Instagram Catalog Integration
{
"facebook_catalog": {
"product_feed": {
"id": "SKU001",
"title": "Blue Wireless Headphones",
"description": "Premium audio with noise cancellation",
"price": 299.99,
"currency": "USD",
"image_url": "https://example.com/image.jpg",
"url": "https://example.com/products/headphones-blue",
"availability": "in stock",
"brand": "AudioBrand"
}
},
"instagram_shop": {
"product_tags": "Enable on Stories, Reels, Feed posts"
},
"tiktok_shop": {
"seller_account": "Requires 5K followers or 100K video views",
"commission": "5-20% depending on category"
}
}
// Influencer Affiliate Program Structure:
{
"program_name": "Brand Ambassador",
"tiers": [
{
"name": "Starter",
"followers": "10K-50K",
"commission": "15%",
"monthly_stipend": 200
},
{
"name": "Pro",
"followers": "50K-500K",
"commission": "20%",
"monthly_stipend": 500
}
]
}Pro Tips
- 1TikTok Shop's algorithm heavily favors live shopping events. Going live for 1 hour per day can generate more revenue than static product listings.
- 2Instagram Shopping tags are only valuable if your product images are aspirational. White-background product shots don't perform lifestyle images with tagged products do.
- 3Micro-influencers (10K100K followers) have 35x higher engagement rates than macro-influencers and cost 10x less per post. Prioritize niche fit over follower count.
- 4Facebook Shops catalog sync to Instagram automatically set up once through Commerce Manager, not separately for each platform.
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