|Thu Feb 4 2021 22:05:43|
Etsy Enlists Sellers to Power Its Valentines Day Ad Campaign
By: Ina Steiner
Etsy suggested sellers promote their listings on social media for Valentine's Day. The marketplace went further, encouraging them to use a digital graphic it had created along with the hashtag #MakeItMeaningful, leveraging an army of sellers to promote the Etsy site
The campaign drives shoppers to Etsy, which is good for sellers, and very good for Etsy.
Ironically, Etsy charges those same sellers
enormous commission fees when it drives traffic to their listings from off-Etsy channels (a mandatory 12% fee for sellers who generate over $10,000 in sales in a 12-month period) through its Offsite Ads program:
"If a shopper clicks on an Etsy-funded ad featuring one of your listings on Google, Facebook, Instagram, Pinterest, and Bing and makes one or more purchases from your shop within 30 days, those sales will be attributed to Etsy's advertising and you'll be charged an advertising fee on the total value of that order."
Maybe Etsy should compensate sellers when they participate in sitewide marketing campaigns like the Valentine's Day "Make It Meaningful" promotion that uses an Etsy-branded graphic. After all, it's Etsy's job to drive traffic to its site - that's why sellers pay listing and commission fees.
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