How To Leverage Social Media To Improve Customer Retention
Today, brands are no longer distant entities that customers interact with occasionally — they’re evolving into communities that customers genuinely feel connected to. Social media has revolutionized the way brands engage with customers, going far beyond simple advertising or quick customer service. Instead, it’s about building relationships, fostering loyalty, and creating an environment where customers feel seen, heard, and valued.
With social media, customers have direct access to brands, whether they’re asking questions and seeking help, or actively engaging with the brand’s behind-the-scenes content. In other words, social media isn’t just an extra tool for customer retention anymore — it’s an essential one.
Last week, we delved into this topic with Lauren Lovato from Gorgias. Keep reading to learn the main takeaways from our conversation, or watch the full webinar on demand.
The Role of Social Media in Customer Retention
Brand loyalty
Social media has become a powerful driver of brand loyalty, allowing companies to engage and support customers in real time. In fact, 83% of customers report stronger brand loyalty when a brand’s customer service is consistent across all touchpoints, including social channels.
Brands that respond quickly to inquiries — whether through live chat or direct social media messages — see higher satisfaction levels, with 86% of live chat interactions receiving 4- or 5-star ratings. The key takeaway? Speed and attentiveness don’t just meet expectations — they exceed them, building trust and loyalty.
This real-time engagement also allows brands to cultivate community, whether through exclusive groups, branded hashtags, or behind-the-scenes content. This sense of belonging deepens customers’ emotional investment, turning a transactional relationship into a lasting partnership. Share value-driven content like tutorials, tips, and customer success stories, and you’ll foster a customer-first mentality that builds trust for the long haul.
Customer Support
Social media is increasingly becoming a hub for customer support, with a 45% year-over-year increase in brands using social media DMs for customer service responses. Why? Because it’s immediate, accessible, and convenient. Real-time conversations on social channels allow brands to address concerns quickly, giving customers the satisfaction of fast resolution.
Many e-commerce brands are taking this a step further by providing self-service options through social media, offering FAQs, troubleshooting guides, and product tutorials. This proactive approach not only reduces support volume but also meets the expectations of 88% of consumers who prefer self-service support options available 24/7. For example, check out how Rare Beauty uses their Instagram Highlights to help their customers find their perfect shade.
Leading brands are also integrating social channels with customer service platforms to create seamless, omnichannel support. This alignment ensures customers receive consistent service across social media and other channels, addressing a major concern for 53% of customers who dislike fragmented experiences. With social media, e-commerce brands can deliver a support experience that’s timely, convenient, and customer-focused.
Customer satisfaction
Social media is a powerful driver of customer satisfaction for e-commerce brands, allowing them to harness the impact of social proof and community endorsements. When brands collaborate with influencers or feature customer testimonials and user-generated content, potential customers see real people vouching for the brand, making them feel more confident in their purchase decisions. Highlighting positive feedback and reviews on social channels not only builds trust but also reassures new customers that they’re choosing a reputable brand.
Additionally, e-commerce brands can leverage this feedback to continuously improve products and services, demonstrating that they value customer input. This customer-centric approach creates a more satisfying shopping experience and fosters loyalty.
How Influencers Impact Customer Retention
User-generated content
Influencers are crucial for generating user-generated content (UGC) that drives customer retention. By sharing their content on your brand’s organic social channels, you’re able to provide relatable content that resonates better with your audience than brand-directed content. Plus, because you have access to a diverse array of content from influencers, you’re able to keep up a dynamic social presence that keeps customers engaged. Just take a look at SKIMS, whose social media is mostly fueled by UGC from its community.
Even better, you can use UGC in paid ads to stretch the impact of their content and boost your bottom line. In fact, studies show that ads featuring UGC get 4x higher click-through rates and a 50% drop in cost-per-click than average.
Reviews and recommendations
What sets influencer content apart is its genuine value — it’s not just promotional but offers real insights, experiences, and tips. Beyond explaining the key benefits of your product, influencers can showcase different product “hacks” to help your customers envision themselves using your product. For example, instead of simply explaining the nutritional value of your pre-packaged protein shakes, influencers can share a new delicious coffee recipe using your shake to give their audience new ideas on how to get value from your products.
This is a great way to strengthen your brand’s credibility and provide social proof that’s critical to pushing consumers to purchase.
Customers as influencers
When you think about it, anyone can be an influencer. So, leverage customers as your influencers — no matter how big or small their following is. For example, you can offer your most loyal customers a chance to participate in your affiliate program or referral initiatives to share your brand with their close friends and family. By treating your customers as influencers, you can create a ripple effect of brand loyalty and benefit from genuine, word-of-mouth commerce.
3 Creative Ways to Engage with Customers
1. Customer spotlights
Spotlighting customer stories and testimonials is a great way to make your community feel seen and valued. Whether you’re resharing an Instagram story, featuring customers in a TikTok video, or creating a Reel about a customer’s journey with your brand, highlighting your audience’s voices builds a sense of belonging and pride.
2. Exclusive product giveaways
Product giveaways can be a great way to show appreciation to your community – but rather than opening it up to anyone, consider limiting entries to loyal customers or followers. This “micro-community” approach, perhaps via a close friends list on Instagram, ensures that giveaways are shared with people who genuinely engage with your brand.
3. Host customer-centric events
Offering unique experiences to loyal customers, such as appreciation dinners or local events, can build deeper connections with your community. Think of brands like Fabletics, which hosts exclusive member-only events, energizing workout classes, and launch parties for VIP members in their local communities.
This type of approach lets loyal customers enjoy exclusive experiences, fostering a more personal connection to your brand.
