How Brands Use Social Media to Grow Their Retail Business
Alo Wellness House - Alo.com
In 2025, social media isn’t just a marketing tool, it’s the engine driving modern retail. Brands aren’t waiting around for foot traffic or traditional ads to carry the load anymore. Instead, they’re building community, culture, and conversions straight from the feed.
So, how are the most innovative brands turning likes into leases and followers into foot traffic? Here’s the inside scoop on retail’s social-first evolution:
1. They Build Buzz Before They Open
Glossier Flagship Seattle - Davidson Branding
The most impactful retail launches often begin months in advance, with brands gradually building awareness and anticipation.
How They Do It:
Sharing moodboards of store designs and scouting locations
Posting countdowns and teaser trailers
Dropping behind-the-scenes videos of buildouts, team training, and merch arrivals
Going live with “coming soon” reels, unboxings, and first-look moments
Real-World Example:
Glossier crafted a cult following by documenting every step of their showroom launches online. Their Seattle store had a line stretching out the door on Day 1, all thanks to months of Instagram and TikTok hype.
Metric:
Glossier’s NYC flagship saw 50% of in-store sales from customers who engaged with their social content before even stepping inside, while their physical stores contributed to approximately 20% of total revenue (Glossy, 2024).
2. They Design Stores For Content Creation
Erewhon Market Beverly Hills, CA - rdcollaborative.com
Today’s shopper is part consumer, part content creator. Smart retailers are designing with that in mind.
Hallmarks of a Social-Ready Store:
Bold visual elements (neon signs, murals, color pops)
Interactive product walls and selfie-friendly mirrors
Branded packaging that photographs well
Spaces that feel like experiences, not just transactions
Real-World Example:
Erewhon, the luxury organic grocer based in Los Angeles, has turned its stores into full-blown content hubs. From the sleek, white interiors to the influencer-designed smoothies (like Hailey Bieber’s viral $17 Strawberry Glaze), every element is tailored for Instagram and TikTok. Their tonic bars and wellness aisles aren’t just shoppable, they’re content worthy.
Metric:
Erewhon saw over 100% revenue growth in just two years, with TikTok-driven product features regularly generating millions of views. One smoothie collab alone sparked a 25% sales lift in their beverage category (Forbes, 2023).
3. They Build Two-Way Conversations, Not One-Way Campaigns
The BÉIS Motel Pop Up - Beis.com
Modern retail isn’t about shouting into the void. It’s about real talk, real-time engagement, and building loyal tribes.
How They Connect:
Reposting customer photos and glowing testimonials
Running story polls, Q&As, and interactive stickers
Answering DMs and comments quickly
Sharing founder vlogs and behind-the-scenes staff reels
Real-World Example:
Béis, the lifestyle brand founded by Shay Mitchell, has built a devoted community by making social media a true conversation with over 1.2M Followers on Instagram and 536K followers on Tik Tok. They invite followers to share travel stories and packing tips using hashtags like #PackWithBeis, regularly repost customer photos, and host Instagram polls on fan-favorite products. Behind-the-scenes peeks at product development and company culture keep followers feeling connected and involved. The team also stays active in DMs and comments, making every follower feel truly heard.
This social engagement goes beyond screens. Beis’s pop-up stores designed with immersive, hotel-inspired vibes turn digital buzz into real-world experiences. Fans who engage online often seek out these pop-ups to touch, try, and buy, driving foot traffic and boosting sales while deepening brand loyalty.
Metric:
Thanks to this engaged social presence, Beis has seen rapid growth, hitting an estimated $50 million in annual revenue with social media fueling both online sales and strong results at pop-ups and retail partners (Business of Fashion, 2024).
4. They Use Influencer Marketing, But Smartly
Alo Wellness Retreat - Alo.com
It’s not about chasing the biggest names; it’s about collaborating with the right ones to spark authentic buzz.
Winning Moves:
Inviting micro- and mid-tier influencers to exclusive previews
Co-creating product drops and in-store events with influencers who truly align with the brand’s values and audience
Offering promo codes to niche communities that drive measurable conversions
Prioritizing authenticity over sheer reach
Real-World Example:
Alo Yoga hosts wellness creators at private events and studio classes, sparking viral moments. In 2023, Alo saw a 26% year-over-year sales increase, with influencer content driving 50% of online-to-store conversions, a testament to the power of genuine, well-targeted partnerships (Business Insider, 2024).
5. They Translate Online Energy Into In-Store Traffic
Warby Parker Store - Old Orchard Mall Skokie, IL - WarbyParker.com
Here’s where it gets powerful: social media engagement turning into physical visits and leases signed.
Whether it’s through:
Limited-time drops announced only on social
Interactive in-store activations livestreamed on TikTok
QR codes in-store linking back to digital content
Rewarding check-ins, tags, or reviews with perks
Metric:
According to consumer insights, 78% of shoppers say a brand’s social posts influence their in-store purchases, and retailers with social-first strategies see up to 24% higher foot traffic compared to those relying solely on traditional marketing (Sprout Social, 2024).
Why It Matters - Especially for Landlords & Developers
Leasing to socially savvy retailers isn’t just about filling space, it’s about activating it.
Social-First Tenants:
Drive consistent, organic foot traffic
Generate buzz for co-tenants and neighboring brands
Stay culturally relevant and adaptable through market shifts
Add visual and experiential value to your property
Leasing in 2025 means investing in visibility that pays dividends.
Next Steps
Whether you’re a retailer aiming to scale or a landlord curating a vibrant tenant mix, here’s the truth: Without a social presence, even great brands can go unnoticed.
At Blue Butterfly LLC, we specialize in spotting, nurturing, and supporting brands that get today’s retail journey.
