Is Social Media Really the Best Way to Drive Sales?

We’ve all heard the advice: “You have to be on social media if you want your business to grow.”
And while there’s some truth in that, there’s also a deeper one: most social media content doesn’t lead to sales.

Social platforms are powerful for awareness, connection, and community—but when it comes to actually converting a follower into a paying customer, relying solely on social media can leave businesses spinning its beach balls.

Let’s break down why—and explore what’s working better right now.

Social Media: The Connection Channel, Not the Closing Tool

Social media builds brand affinity. It’s where you show up consistently, offer value, and remind people you exist. It’s the top of the funnel, not the transaction.
Most followers don’t hit “Buy Now” because they saw your Reel or TikTok. They may discover you there, but the real work happens elsewhere.

So What Does Drive Sales?

Here are three strategies businesses are using right now to move from attention to action:

1. Engagement Marketing

Think email, local events, and creative partnerships. These build deeper, sustained relationships, ones that turn browsers into buyers.

Example: Erewhon x Hailey Bieber Smoothie
The luxury grocery chain Erewhon didn’t rely on social media posts alone. Their collaboration with Hailey Bieber was promoted on social, but the real magic was in-store sampling, pop-up events, and their email newsletter pushing exclusivity. The result? Viral foot traffic and product sell-outs.

Pro tip: If you're building an audience, funnel them toward your email list where you control the narrative—and the conversion.

2. A Seamless Online Shop Experience

If you’ve ever clicked on a brand’s post, landed on their website, and couldn’t figure out how to buy what you saw—you’re not alone.
User experience is everything. A golden rule? If your customer can’t make a purchase in two clicks or less, they probably won’t.

Example: Glossier
Glossier’s shopping experience is notoriously intuitive. From their Instagram Stories to their homepage, every step is streamlined: swipe up, add to cart, checkout. No confusion. No distraction.

Pro tip: Use tools like Shopify’s Shop app, one-click purchasing, and well-labeled product pages to make the path to purchase frictionless.

3. Direct Outreach

Sometimes, the best marketing is a good old-fashioned conversation.

Whether it’s personalized DMs, email outreach, or hopping on a call, direct engagement often converts faster than a viral video. It builds trust and feels human.

Example: Hyperlocal service businesses like independent fitness coaches and wellness consultants
Many are landing clients not through mass campaigns, but by messaging followers who engage, asking questions, and offering a free consult or trial. It's high-touch—and highly effective.

Pro tip: Start with your warmest leads—those already engaging with your content. Reach out directly with value, not just a pitch.

Final Thoughts: It's All Connected

Yes, social media is a great place to champion your brand—but it’s just a part of the whole picture.

To truly drive sales, think of social as the spark, not the fire. Pair it with strong engagement marketing, a smooth buying experience, and human-centered outreach to build a brand that doesn’t just ride the daily trend, it thrives.

Scroll Doesn’t Equal Sold