How can e-commerce startups use minimalism in social media marketing to succeed?
Nguyen, Trinh (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025091424678
https://urn.fi/URN:NBN:fi:amk-2025091424678
Tiivistelmä
E-commerce firms are navigating a digital world characterised by information saturation and fierce competition for consumer attention, especially on social media platforms. Numerous marketing strategies prioritise excessive content saturation and omnipresence, potentially leading to consumer fatigue and dilution of the brand message. This thesis investigates the potential of minimalism (consisting of a concentration on simple, clear, and purposeful design) for promotional purposes in social media marketing, as well as how it can be utilised by e-commerce start-ups.
Applying a primarily qualitative design, the study combines case analysis of successful e-commerce startups with qualitative content analysis, secondary industry data, and social media analytics. The research demonstrates, through cases such as Everlane, MVMT Watches, Xiaohongshu, and Instagram Momfluencers, that minimalist visual hierarchies and messaging can strengthen brand credibility, especially among digitally savvy consumers. The results indicate a significant impact of minimalist social media marketing in reducing cognitive overload, improving consumer engagement, and increasing conversion. And content that is focused and graphically delivered is significantly more effective at stimulating engagement and brand awareness than a more traditional, high-volume, textual content approach.
The thesis argues that minimalism can serve as a successful alternative to traditional social media marketing strategies for e-commerce start-ups, offering valuable insights for both sales marketers and academic researchers. From a minimalism standpoint, startups that incorporate these strategies are more likely to be more marketing efficient, foster better connections with consumers, and build a unique brand in a crowded digital landscape.
Applying a primarily qualitative design, the study combines case analysis of successful e-commerce startups with qualitative content analysis, secondary industry data, and social media analytics. The research demonstrates, through cases such as Everlane, MVMT Watches, Xiaohongshu, and Instagram Momfluencers, that minimalist visual hierarchies and messaging can strengthen brand credibility, especially among digitally savvy consumers. The results indicate a significant impact of minimalist social media marketing in reducing cognitive overload, improving consumer engagement, and increasing conversion. And content that is focused and graphically delivered is significantly more effective at stimulating engagement and brand awareness than a more traditional, high-volume, textual content approach.
The thesis argues that minimalism can serve as a successful alternative to traditional social media marketing strategies for e-commerce start-ups, offering valuable insights for both sales marketers and academic researchers. From a minimalism standpoint, startups that incorporate these strategies are more likely to be more marketing efficient, foster better connections with consumers, and build a unique brand in a crowded digital landscape.