Instagram, TikTok and Facebook are where many customers, especially younger ones in cities, discover products. Ghanaian companies now hire people specifically to sell through these apps: adverts ask for selling in direct messages, creating short videos and hosting live sales sessions. Even if you only run your own small business, these skills bring buyers who would never pass your stall.
Show the product in use
On social apps, people scroll quickly. Short videos that show a product being used work better than a plain list of prices. Ideas that suit small sellers:
- How it is made: shea butter being kneaded, a smock being sewn, baskets being woven.
- Before and after: dry hands, then soft hands after shea butter.
- Unboxing or packing an order: shows that you deliver.
- Answering a common question in a short clip, such as how to choose a smock size.
Hold the phone upright, film in good light, speak clearly or add text on screen, and get to the point in the first few seconds.
Reply and move to the counter
Comments and direct messages are where interest turns into sales. Reply politely and quickly. When someone is ready to buy, move them to WhatsApp or your usual order channel, where you can confirm the order and payment properly. Put your WhatsApp link or number in your profile so people can find it.
Do not post prices that differ from your catalogue, and do not argue in public comments. Calmly offer to help in private.