Michelle's tips for selling through social

Michelle noticed a large Filipino population in the UAE without access to the Filipino products they love.

The concept was straightforward. Build a thriving marketplace connecting Filipino buyers and sellers.

However, there was an extra step. Since a large part of the money earned by the Filipino community in the UAE is sent home through remittance payments. Michelle started allowing Philippines-based sellers in the marketplace, meaning customers could buy and send items directly to their relatives back home.

Balikbayan was born.

Michelle's ability to connect to her customers through social media has been a big part of Balikbayan's success.

Michelle's five tips for small businesses that want to sell more using social media.

1. Pick the right channels
2. Be authentic
3. Every video won't be viral
4. Pick a strategy
5. Have fun

Pick the right channels

This tip seems basic, but getting it right before you pour resources into a platform without potential customers is important. For Balikbayan, this is straightforward since the two dominant social media platforms for Filipinos are TikTok and Facebook, so this is where we decided to focus.

It might be different for your brand. Many fashion and beauty brands have great success on Instagram and Snapchat.

Be authentic

There is no point hiding behind a persona or trying to be something you're not. One significant advantage we have as small businesses is the power of authenticity. Shoppers love to support small businesses, so show them your personality!

You don't need fancy graphics or professional production. People use social media to interact with their friends, so create your content as a real person would.

Also, TikToks and Instagram reels perform much better when they are simple and made using the platform's native tools.

Not every video will go viral

It's easy to get hung up on videos that don't perform well. I'm here to tell you that it's ok. When all the stars align, videos can get catapulted into the atmosphere. But sometimes, it just isn't your day. Look at Google's TikTok page, and you will see this in action. The difference in views between videos is entirely normal and part of the learning process of creating good content.

Pick a strategy

The beauty of social media is that there are so many ways to approach it. Some people like to post regular, spontaneous updates. Others like to plan out each video and post longer but less frequent videos. The key is to find a style you are comfortable with and execute.

Here are two great examples of Instagram feeds from street fashion brands 1886 and Amongst Few. 1886 has a very consistent style, whereas AmongstFew has a more casual approach. Both methods work well; you just need to pick a route that works for you and your brand.

Have fun

This is huge. If you're not enjoying promoting your business, then your customers are probably not enjoying your content. I think small business owners underestimate the amount of discipline it takes to post on social media regularly. Social media often gets pushed to one side when you have a million things to do.

The best remedy is to have fun while you do it. Get your co-workers or friends involved and have a laugh while making content.