By Nicole Leinbach Hoffman

Five Social Media Platforms Retailers Should Use

TikTok is many consumers’ preferred platform for discovery, entertainment, and shopping. However, other consumers are unlikely to choose it for their sole social media platform.

For brick-and-mortar retailers, especially those in the gift and home sector, visibility is not just about going viral or creating reels. It is about connecting meaningfully with your audience — both online and in-store — which is why incorporating these platforms is so important.

The good news? There are multiple social platforms that can help you do exactly that — each with its own strengths, tone, and best practices. Whether you are new to social media or ready to diversify beyond TikTok, these five platforms can help you increase engagement, attract loyal customers, and drive real sales in your store.

Instagram: Visual Storytelling That Sells

If you sell beautiful, tactile products, Instagram remains one of your most valuable tools. It’s not just about posting pretty photos — it’s about telling your brand’s story visually.

Why it matters:

Instagram still dominates when it comes to product discov­ery and local engagement. Shoppers often use it as a digital storefront before visiting a shop in person.

How to leverage it:

• Show more than your shelves. Share behind-the-scenes moments: unboxing new arrivals, styling displays, or highlighting your team’s personalities. These human touches build trust and interest.
• Use reels strategically. Short, well-lit videos demon­strating products or offering quick gift ideas perform far better than static images alone. Keep them under 15 seconds and always add text captions.
• Tag products + locations. If you sell online, use Insta­gram Shopping to tag items directly. For local businesses, tag your city or neighborhood to help nearby customers find you.
• Make stories work harder. Use polls, countdowns, and link stickers to promote new arrivals or events. These are quick, interactive, and ideal ways to engage your audiences.

Pro tip: Think of Instagram as your brand’s highlight reel, not a diary. Focus on consistency and curation over quantity.

Pinterest: Turning Inspiration Into In-Store Visits

Pinterest is often overlooked by retailers, yet it’s one of the most powerful sales drivers in visual retail. Its users aren’t just brows­ing… they’re planning their next purchase.

Why it matters:

Pinterest users are intentional shoppers. They use the platform for gift ideas, home décor inspiration, and product research — often weeks before they buy. That makes it an ideal fit for gift and home retailers who want to reach shoppers early in their buying journey.

How to leverage it:

• Create seasonal boards. Curate collections around holidays, color palettes, or themes (Cozy Fall Décor, Gifts Under $50, Home Refresh Ideas).
• Use vertical, high-quality images. Pins with text overlays (like “Five Cozy Gift Ideas”) attract more engagement.
• Link back to your website or social pages. Even if your site is not e-commerce enabled, use links to encourage browsing or visiting in-store.
• Repurpose content. Reuse your Instagram photos or blog images as pins. They will have a longer shelf life on Pinterest than on any other platform.

Pro tip: Add your store’s location and local keywords to your Pinterest bio. Many users search for nearby inspiration before heading out to shop.

Facebook: Community Building Still Works

It is not new, but Facebook continues to be a core relationship platform for independent retailers, especially for connecting with local audiences.

Why it matters:

Many shoppers still rely on Facebook for updates, event list­ings, and store hours. It is also where community engagement happens most naturally — people tag friends, share local finds, and RSVP to events.

How to leverage it:

• Create Facebook Events for everything. Whether it is a holiday open house, trunk show, or in-store demo, use Facebook Events and encourage sharing.
• Join or start community groups. Being active in local shop small or neighborhood groups builds word-of-mouth visibility.
• Post consistently, not constantly. Two to three posts per week is enough if your content adds value — think “gift of the week” features, quick decorating ideas, or customer spotlights.
• Use Messenger. Facebook Messenger can double as a personal concierge. Answer questions about inventory and hours quickly to turn casual browsers into confirmed visitors.

Pro tip: Do not overlook Facebook’s recommendations. Encourage happy customers to tag your store when locals ask for suggestions … it is modern day word-of-mouth marketing.

YouTube + Shorts: Teaching Builds Trust

Video is the most engaging format on social media, and YouTube remains the best long-term investment for searchable, educational content.

Why it matters:

When customers search for “how to style a shelf ” or “the best hostess gifts,” they are signaling buying intent. YouTube’s search-based structure means your videos can drive discovery for months (or even years) after posting.

How to leverage it:

• Create mini-expert videos. Short demos like “How to Build a Coffee Table Centerpiece” or “Three Ways to Wrap Awkward Gifts” position you as a local expert, not just a retailer.
• Use shorts for quick tips. Repurpose snippets from your longer videos or even your Instagram Reels.
• Include local keywords. Adding your city or region helps nearby customers discover you when searching for gift ideas or décor inspiration.
• Link your website and socials. Every video should point viewers back to your store — think “shop this look in-store or call to order.”

Pro tip: You do not need fancy equipment. Good lighting and a clear phone video can go a long way. Authenticity matters more than polish.

LinkedIn: Connecting B2B and Local Partners

LinkedIn may not seem like a natural fit for gift or home retailers, but it is a surprisingly effective space to strengthen local partnerships and professional visibility.

Why it matters:

Your peers, suppliers, and local business networks are all there, and they influence referrals, collaborations, and even local media exposure.

How to leverage it:

• Share your expertise. Post short reflections on merchandising, small business insights, or community involvement. You will build authority and stand out as a thought leader in your local retail scene.
• Connect with partners. Join local chambers, event organizers, or makers who can collaborate on cross-promotions or trunk shows.
• Highlight your story. People like to buy from people they know or value. In other words, sharing the why behind your business can lead to features, interviews, and new professional relationships.

Pro tip: Post once a week and engage with others’ content more than your own. The algorithm rewards interaction, not just posting.

Bringing It All Together

You do not need to master every platform. You just need to be intentional with the ones that align with your audience and your capacity.

Here is a quick recap of how you can leverage the below social platforms to support your one-of-a-kind business:

• Instagram for visual storytelling and product discovery.
• Pinterest for inspiring future shoppers.
• Facebook for community and event visibility.
• YouTube for education and evergreen discovery.
• LinkedIn for professional visibility and partnerships.

A Final Thought

Social media should serve you — not stress you. It is an incred­ible amplifier but should not feel like a full-time job. Start where you are most comfortable, stay consistent, and remember that connection — not perfection — drives engagement.

When you share your story, values, and the unique experience your store brings to your community, you do more than grow your following. You also grow your loyalty base. And that is the kind of growth that lasts far beyond the next trending platform.

Nicole Leinbach Hoffman is the founder of RetailMinded.com, a well-respected retail industry resource that has been recognized worldwide for its leading business insight since 2007. Her work has been featured in Forbes, Entrepreneur, Business Insider, the UK’s Telegraph, CNN, the Today show, and countless other industry resources. Additionally, she has supported American Express’s Small Business Saturday as a spokesperson and is the author of the book Retail 101: The Guide to Managing and Marketing Your Retail Business, published by McGraw-Hill. With a core concentration on small businesses and independent retailers, she welcomes you to connect via Instagram at @RetailMindedWorld and Twitter via @RetailMinded.