How to Use Social Media Platforms with Purpose
How to stop spinning your wheels and start using social media with purpose.
Social media is a powerful tool for needlepoint business owners, but trying to be everywhere at once can feel like a full-time job. The good news? You don’t have to be. Instead of copying and pasting the same content everywhere, it’s smarter to pick 1–2 platforms and use them intentionally.
Here’s how to make the most of Instagram, TikTok, Facebook, and Pinterest for your needlepoint business.
Instagram: Building a Visual Brand & Community
Instagram is a great platform to showcase your brand, connect with your audience, and build credibility. There is a vibrant community of needlepoint consumers and business owners, making it a great opportunity for reach.
Content Ideas:
Portfolio of finished designs/finished works that are available for purchase
Behind-the-scenes process and studio shots
Sharing about the brand, designer, mission, etc., to build trust with your audience
Quick Tips:
Stay consistent with your aesthetic and voice, making it easier for your audience to recognize you.
Use Reels to increase reach, not sell your products. Focus on brand-building content—tell your story, show your personality, and communicate your values.
TikTok: Reaching New Audiences & Showing Personality
TikTok is where you get to show off your personality and reach new people who might not even know they love needlepoint yet. It’s all about quick, fun, and authentic content.
Content Ideas:
Time-lapse videos of stitching a canvas from start to finish
Packing and shipping orders (people love seeing what’s going out!)
Quick tips, stitch hacks, or “Did you know?” moments
Relatable stitching struggles or funny needlepoint stories
Quick Tips:
Hook viewers in the first 3 seconds—start with the final product or a “you won’t believe this” moment.
Don’t overthink it. TikTok rewards real, unpolished content—your personality is your best asset here.
Facebook: Connecting Through Groups & Community
Facebook is best used as a community space, not just another place to post. For needlepoint business owners, this means creating or participating in Facebook Groups where you can actually connect with other stitchers, answer questions, and build relationships.
Content Ideas:
Start a private group for your customers, club members, or students, where they can share progress and ask questions.
Host group-exclusive events like stitch-alongs, live Q&As, or mini-challenges.
Share helpful tips, answer questions, and keep the conversation going.
Quick Tips:
Prioritize engagement and connection over sales, this is where you build loyalty.
Encourage members to share their own work, ask questions, and support each other. The more they talk, the stronger your community becomes.
Pinterest: Driving Evergreen Traffic & Visibility
Pinterest isn’t just a social platform, it’s a search engine. Think of it as a way to get your needlepoint designs, tutorials, and inspiration in front of people searching for them, even months after you post.
Content Ideas:
Pins of finished canvases that link to your shop or blog
Step-by-step tutorials or visual guides for popular stitches
Seasonal and themed boards (like “Holiday Needlepoint” or “Beginner Stitch Kits”)
Quick Tips:
Use keywords in your pin titles and descriptions so they show up in searches. Think like your ideal customer—what would they type in?
Make your pins visually appealing and always link them to a useful destination—your product page, free tutorial, or newsletter sign-up.
Bringing It All Together
Every social platform has its own strengths, and you don’t need to be everywhere to grow your needlepoint business. Instead, focus on 1–2 platforms that align with your goals and audience, then be intentional about the content you create and how you show up there. Consistency and clarity will take you further than trying to do it all.
Need help deciding where to focus or how to make your content work harder for you? We’d love to help you craft a social media strategy that aligns with your brand, saves you time, and actually drives results. Shoot us an email at hello@thestitchstrategy.com or book a strategy session today!