Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on promoting your shapewear store.
Selling products online, especially something like shapewear, relies heavily on getting the right message in front of the right people. Let's break down a few key areas.
First off, let's talk about your ad creative...
You're asking about whether to use UGC (User-Generated Content) testimonials or standard video ads showing the product and its benefits. My thoughts? Don't choose one, test both! In my experience running campaigns for various products, including in fashion/apparel related niches, testing different creative formats is crucial. UGC can be incredibly powerful because it feels authentic. People trust seeing a real person share their genuine experience and results. We've seen UGC significantly lower acquisition costs and increase conversion rates for clients because it builds social proof and relatability.
However, a well-produced standard video showing the product, explaining its features, and demonstrating the 'results' (how it looks, feels, benefits) is also essential. This gives you control over the messaging and ensures potential customers clearly understand what they're buying. You might find that for initial awareness, a benefit-focused video works better, while retargeting works better with UGC. The only way to know for sure for *your* specific audience and product is to run tests side-by-side.
Now, let's consider where to reach your audience...
You asked about TikTok versus Facebook (Meta Ads). Both have massive audiences, but they serve slightly different purposes and user behaviours, generally speaking. Meta Ads (Facebook and Instagram) is a platform I've used extensively for eCommerce campaigns, including fashion, subscription boxes, and various physical products, often achieving really strong ROAS. The targeting options are robust, and more importantly for a dropshipping model focused on sales, their conversion optimisation algorithms are quite mature. You can optimise specifically for purchases, allowing the platform to find users most likely to buy.
TikTok is fantastic for going viral and building brand awareness rapidly, especially if you can tap into trends. However, converting direct sales from TikTok traffic can sometimes be more challenging compared to Meta, depending on your funnel and how compelling your offer and creative are. It's definitely worth exploring later, but if your primary goal is driving immediate sales efficiently, I'd typically start with Meta Ads. It's a more established channel for direct response eCommerce.
But before spending big on ads, we'll need to look at traffic quality and your website...
This is perhaps the most critical piece often overlooked. Ads bring traffic to your website, but your website does the selling. If your site isn't set up to convert effectively, you'll be wasting your ad budget regardless of how good your creative or targeting is. For a dropshipping store, especially, building trust is paramount. Potential customers are wary of new, unknown online stores.
Make sure your website looks professional, loads quickly, and is easy to navigate. Your product pages need high-quality images (show the product from multiple angles, maybe even a short video), persuasive product descriptions highlighting benefits (not just features), clear pricing, and strong calls to action.
Crucially, include trust signals: customer reviews and testimonials, clear shipping and return policies, secure payment badges, contact information, and maybe even links to social profiles (if they look active and reputable). Anything that makes a visitor feel comfortable handing over their credit card details is vital. If your website isn't converting organic traffic or traffic from cheaper sources first, it's unlikely paid traffic will perform well.
Here’s a quick overview of the actionable steps I'd recommend:
| Area | Recommended Action | Goal |
|---|---|---|
| Creative Strategy | Develop & Test Both UGC and Standard Video Ads | Identify which formats resonate best and drive conversions |
| Platform Choice | Start with Meta Ads (Facebook/Instagram) | Leverage proven eCommerce optimisation capabilities for direct sales |
| Website Optimisation | Enhance Product Pages, Add Trust Signals, Improve Speed | Ensure traffic converts into sales efficiently |
| Testing & Iteration | Continuously test audiences, creatives, and offers | Improve performance metrics (CTR, CPC, CVR, CPA) |
Implementing these things requires careful planning, execution, and ongoing optimisation. Testing creative angles, refining targeting, and improving website conversion rates is a continuous process. Paid advertising can get complex quickly, especially when trying to scale profitability.
If you'd like a more detailed review of your specific setup or need help putting together a testing strategy and launching campaigns, happy to chat further. We could jump on a free consultation call to discuss your store and goals in more detail.
Regards,
Team @ Lukas Holschuh
