Don’t half-heart your social strategy by trying to be everywhere. Most brands end up on 4 or more channels but aren’t great at any of them, posting inconsistently and chasing metrics that don’t convert. Instead, put your whole heart into 1 or 2 channels you believe in. Focused and consistent channels will outperform scattered ones almost every time. Here’s how to find yours.

Ecommerce social sales typically stem from 3 core triggers: observing a product in action, imagining it within an ideal lifestyle, or hearing a trusted recommendation. Identifying which best drives your product’s appeal will lead you directly to the right channel.

Here’s a simple test you can try: Grab the top featured photo from your product page. Next, record a quick 15-second clip on your phone showing the product in action. Then pull a real review from a customer.…