Organic social media management for the Design ecommerce: content that teaches and sells

Design sells building materials, wall coverings and finishes in Chile. Its buyer faces a barrier that has nothing to do with price or availability.

In this category the buyer often does not know what the thing they need is called, so catalog content is useless to them: they need someone to explain which material suits their space.

And the channel had to hold up without paid support.

• Technical unfamiliarity: without knowing the difference between one covering and another, the user cannot search or choose.
• Catalog content: showing product to someone who does not know what they need produces neither interaction nor visits.
• One piece for every network: replicating the same material across platforms with different behavior performs on none of them.

Without solving the unfamiliarity, discovery does not turn into traffic and the channel stays a shop window.

We put educational content at the center: pieces that teach how to choose a material rather than showing catalog, built with its own criteria for each platform.

Production is organized by product family and adjusted according to which topics and formats actually drive sales.

Content that removes the category barrier

• Material comparisons, recommended uses by space and covering selection guides.
• How to recognize a material pieces, aimed at buyers without the technical vocabulary.
• Thematic material by catalog family: porcelain tile and ceramics, ceilings, decking, SPC and floating floors, flat coverings, wood panel, acoustic panels, UV boards, metal siding and trim.

Each network on its own terms

• Separate content plans, one for Instagram and a dedicated one for TikTok.
• Format and narrative adapted to each platform's behavior rather than replicating one piece.
• Editorial calendar organizing publication across the year.

Production and measurement

• Graphic and video pieces for feed, reels, stories and highlights, including the brands the client carries.
• Tracking on Google Analytics 4 of each network's contribution to traffic, interaction and conversions.

Architecture and technology

• Instagram and TikTok with sustained planning, production and publishing.
• Channel measurement on Google Analytics 4.

Learn more about branding and content.

Organic content became a real sales channel, with an unusual outcome: TikTok overtook Instagram as the main source of traffic.

Starting point

• Social as a catalog shop window, with no measurable traffic or conversion contribution.
• No differentiated criteria per platform.

Results

• 4,145,526 in attributed revenue, generated with no ad spend.
• 90,199 sessions and 75,448 users brought to the site, over 7% of total sessions.
• 80.3% interaction rate, the highest of any channel on the site.
• 127 conversions and 41 transactions originating in organic social.
• TikTok as the main traffic source, with 41,746 sessions and 2,050,627 in attributed revenue.

Strategic impact

• Educational content removes the category barrier, which is why discovery turns into qualified traffic.
• Working each platform on its own terms is what surfaced that TikTok was outperforming Instagram.