Does your social media feel busy but sales aren’t budging? How you’re posting could be the problem.

According to marketing strategist and social media expert Emily Osmond, social platforms have switched from brand awareness platforms to search engines, discovery tools and, increasingly, the first place customers decide whether they’ll buy from you or not.

“It’s not just a marketing channel anymore,” Osmond says. “It’s a modern storefront, and often the first impression customers have of your business.

“People are actively looking for products, gift ideas, ‘best of’ lists and recommendations on TikTok, Instagram and YouTube.”

So how do retailers turn likes and saves into sales? Osmond’s advice is practical and very doable, even if you’re time-poor and wearing 15 hats.

Stop posting for pretty. Start posting for search

One of the biggest mindset shifts Osmond wants retailers to make is this: social media isn’t just about aesthetics anymore.

“Build for discoverability, not just aesthetics,” she says. “Social platforms are now search engines.”

Customers aren’t scrolling aimlessly. They’re actively searching for things like gift ideas under $50, best candles for housewarming gifts or what to wear to a summer wedding. If your content doesn’t include those words, you’re invisible at the exact moment people are ready to buy.

“Retailers should optimise captions and on-screen text with searchable keywords,” Osmond says. “If your content is searchable, you’re showing up in the moments customers are ready to buy.”

It’s time to think less art gallery curator and more helpful shop assistant.

Make your shop feel like a destination

You might be competing with online giants on price and convenience, but Osmond says bricks-and-mortar retailers have a secret weapon.

“Your edge isn’t just the product, it’s the experience,” she says.

Instead of relying on perfectly styled flatlays, Osmond recommends using video to show what it actually feels like to walk into your store.

“The vibe, the displays, the customer favourites, the team’s expertise,” she says. “A 10-second walk-through Reel can do more than a perfectly styled product flatlay because it sells the feeling of visiting.”

Think quick walkthroughs, new display reveals or even a simple “come in with me” clip filmed on your phone. Best of all, authenticity is key, so no fancy production is required.

Put your people front and centre

If there’s one shortcut to trust on social media, it’s people.

“Retailers who feature staff build stronger loyalty,” Osmond says.

That doesn’t mean turning your team into influencers. It means using them as knowledgeable guides. Practical, helpful content works best:

“What I’d buy for…”, “The gift everyone loves”, “If you like X, you’ll love this,” or “Let me show you the difference between these two.”

“Trust is the shortcut to sales,” Osmond says, and seeing real humans who know their stuff removes a lot of hesitation for customers.

Every post needs a next step

Posting without a clear action is one of the most common mistakes Osmond sees.

“Create clear next steps,” she says. “Don’t just post.”

Every piece of content should answer one simple question: what do you want them to do next?

That could be encouraging DMs, clicking through, saving for later, coming into store and asking for a specific item, or messaging to put something aside.

“Make it easy for customers to act, not just watch,” Osmond says.

Why urgency still works

Shoppers are world-class procrastinators. Osmond says a little urgency can go a long way in helping people finally make a decision.

“A simple reminder like ‘Back in stock, limited quantities’ or ‘Sale ends Sunday’ works because it helps people decide,” she says.

Stories are particularly powerful for this, especially for countdowns, restock alerts and last-chance reminders that move customers from “I’ll think about it” to “I’m buying now”.

The biggest mistakes retailers keep making

Osmond tells Business Builders that she sees the same slip-ups over and over again.

The first big issue? Ignoring the data.

“A lot of retailers treat posting like a chore rather than a feedback loop,” she says. “The goal isn’t to post more, it’s to repeat what works in a consistent, recognisable way.”

Another big one is not showing the in-store advantage.

“Retail is tactile and that’s the competitive advantage,” Osmond says. “Yet many retailers don’t show the real-life details customers care about.”

Things like fabric, size comparison, true colour and how something looks on different people all reduce hesitation and drive store visits.

And if your feed looks like a catalogue?

“Customers will treat it like background noise,” she says.

Trends retailers need to know

Right now, Osmond says content series are winning because they create familiarity and anticipation.

“Audiences respond strongly to recurring segments,” she says, suggesting ideas like ‘Monday New Arrivals’, ‘Staff Picks’, ‘Under $50 Gifts’ or ‘What Customers Are Loving’.

There’s also a big shift towards community over broadcasting.

“Customers want interaction, not ads,” Osmond says, pointing to the rise of close friends lists, broadcast channels and private communities where retailers share early access and VIP offers.

Short, useful videos still dominate too. “Useful content drives saves and shares and those drive reach,” she says.

The future of social content

Osmond predicts even tighter integration between social and commerce in the future, with more in-app shopping, creator-led discovery and AI-assisted content creation.

But the biggest change is in customer expectations.

“Customers will expect brands to operate like media brands,” she says. “Consistent, recognisable content that feels entertaining or genuinely helpful.”

Retailers who win will be the ones who build community and focus on trust and storytelling, not just promotion.

And whether you love it or loathe it, social media isn’t going anywhere.

“It’s only becoming more central to how people discover, decide and buy,” Osmond concludes.

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