If you’re a vintage reseller, you already know that just having good inventory isn’t enough anymore.
Today’s customers want to see your style, connect with your personality, and follow the journey of how you bring old things back to life.
That’s where social media becomes one of your most powerful tools, when you learn how to use it strategically.
Don’t worry – I’m not saying you need to dance on reels, post five times a day, or become an influencer!
You do though need a plan that helps the right people find you and keeps them coming back.
My Own Journey with Social Media
I started Lost & Found in 2012, and not many other antique booth owners were using social media at the time to advertise their businesses.
I decided to do it differently. Within a few months of opening my space, I created a business Facebook Page and started regularly posting my business adventures – pictures of me out sourcing, new hauls of items, and shots of my staged booth.
I remember in those early days catching a bit of grief from some of my fellow vendors. I would hear things like “Does all that time you spend on Facebook actually help you sell more?”
My answer to that question was and still is – Yes, but it’s not a direct line.
As business owners, we like to see immediate sales results from our efforts. That’s the clearest way to judge if what we are doing is worth the time and effort.
But with social media, as with a lot of other advertising, there is often not a direct line from posting straight to sales. The overall impact is more like a snowball rolling down a hill, which gradually picks up momentum and builds over time.
After 13 years of building a social media presence for my reselling business, I can confidently say it has made a huge impact in the following ways:
- Building trust and relationships with repeat customers, who come back to buy from me over and over again
- Easy entrance into new booth spaces and selling opportunities – mall owners and show organizers know who I am and what I can do
- Simplified launching of new products and offerings to a pre-built audience that’s used to shopping with me
- Networking and connections to other advertising and growth opportunities
A strong social media presence is more than just advertising the products you have for sale.
It’s the easiest and most effective way to build the brand of your business. And the more solid your brand is, the easier everything else becomes.
But what if I don’t enjoy social media?
Here’s my confession – In my personal life, I don’t like being on social media. I don’t have Facebook on my phone anymore, and I rarely scroll through Instagram.
It’s just not how I personally prefer to spend my time and connect with others.
But . . . I do use social media every single day to advertise my business, because it’s free and it works.
So that’s my challenge to you if you are someone who also personally doesn’t enjoy the online hustle. Use it as a tool for your own growth and leave it at that.
You don’t have to love it to use it.
Smart Social Media Strategies for Resellers
Below are ten smart, simple strategies that work well for antique booth owners, thrifters, furniture restorers, and anyone who sells vintage online, focused mainly on the “Big Two” platforms, Facebook & Instagram.
Remember, social media is a tool we use. And like any tool, we will get the best results when it’s sharp and being used as it’s designed.
Give it what it’s looking for, and you will see results in your brand’s growth and overall business reach.
1. Show Your Process — Not Just the Finished Product
Buyers absolutely love watching the story unfold.
- A quick photo of your cart at the thrift store
- A short video of you cleaning up a rusty find
- A before-and-after styling clip in your booth
- A “new haul” snapshot laid out on your table
These posts build connection, credibility, and anticipation, which means customers are more invested when the item finally hits your shop.
TIP: Don’t overthink it. Natural, imperfect, real-life content is your best friend. Just be yourself, ultimately social media is looking for real people and not perfect styling.
2. Make It Easy for People to Buy From You
I had a Facebook manager tell me several years ago that the average person scrolls through a home feed on Faceboook the size of the Statue of Liberty – and on Instagram, it’s 3 x’s that.
The point is people scroll fast and are not paying close attention.
If your post catches their eye and they fall in love with something, they need a clear next step right there in the post.
Add this to your captions regularly:
- “DM to purchase”
- “Comment SOLD to claim”
- “Available in Booth #12 at Midtown Vintage Market”
- “Link in bio to shop the collection”
If you want more sales, remove friction. Your customers shouldn’t have to hunt for how to get the item. Repeat over and over and over again where your booth is located or how people can buy from you online.
3. Share Your Knowledge — Become the Guide
Vintage buyers love learning about what they’re buying. Part of your social media strategy then should also include education and offering helpful tips.
If all you ever do on your social media is sell, sell, sell . . . people will disengage from your feed.
Try rotating in posts that offer some learning, for example:
- How to identify real ironstone
- Why Fenton glass glows under UV light
- What makes mid-century dressers so collectible
- How to clean brass safely
- The difference between reproduction and authentic pieces
Sharing what you know helps you become a trusted expert. It also helps followers engage with your posts and content and know that you’re out to build a community, not just make a buck off them.
4. Use Storytelling to Make Your Pieces Irresistible
Objects with stories sell faster. On your social media posts, you have to give people something to connect with.
Remember, social media started as a way to be just that, social. Not as advertising.
Instead of: “Vintage brass candlesticks, $18.”
Try this: “Found these heavy solid brass candlesticks at a little roadside flea market on the way to visit family. They style beautifully on a mantle or dining table. Coming soon to my booth space!”
A story creates emotion, which can help drive sales.
5. Batch Your Content So Social Media Doesn’t Rule Your Life
The number one complaint from people I coach is: “I don’t have time to post that much”
I totally get it . . . when you learn that the standard for a growing Facebook page is 4 posts a day, that sounds super overwhelming.
But you are likely overthinking it. Regular, imperfect content is better than artfully staged and crafted occasional content.
I always recommend batching your content creation and scheduling your posts.
Set aside time once a week:
- Take 10–20 photos or short video clips on your phone.
- Write 3–5 captions in one sitting.
- Schedule them using Instagram’s built-in scheduler or Meta Business Suite.
Done. Don’t make it harder than it has to be! If you batch and schedule, you’ll stay consistent without feeling overwhelmed.
Ready to Take Your Booth to the Next Level?
6. Reels Are Your Best Friend (Even If You Don’t Love Video)
So I said earlier you don’t have to dance on reels to see your social accounts grow, and I meant it!
But you do still need to create reels to help push your content to new audiences—not just your current followers.
Like your general posting, don’t overthink how fancy these need to be. They don’t have to be clever, or artfully edited.
7-10 second video clips with an interesting caption do the trick.
Here are a few simple reel ideas:
- Pan over your booth
- A slow, simple “styling this vignette” clip
- Before → after furniture makeover
- Thrift haul laid out on your table
- Three quick clips from your week: picking, cleaning, arranging
Again, reels do not need fancy editing or even you talking on camera. If you can post 2 to 3 simple reels a week on both Facebook and Instagram, you will see growth.
7. Show Up in Your Stories Daily (It Doesn’t Have to Be Fancy)
Stories disappear in 24 hours, so they’re perfect for casual, real-life content. This is where I share family photos, quick soundbites to my followers, or funny pictures of my cat.
Think of your stories as the place your most engaged followers come to peek behind the scenes and catch you at your realest moments.
Ideas you can share anytime:
- What you’re working on today
- A quick booth check-in
- Sneak peeks of items before they hit your shop
- Polls (“Which lamp should I keep?”)
- Price previews (“These will be available Friday at noon!”)
Regular posting to stories keeps your audience warm and connected.
8. Create a Recognizable Look Style for Your Brand
I’m not talking just about a logo and color scheme. That’s helpful to pick and stick to.
I’m referring more to a specific style of relating that you keep consistent across your social media platforms. Are you super down-to-earth and casual? Are you high-end and classic? Do you like to be funny? Or do you like to offer inspiring words?
Sticking with a consistent tone across your social media channels will you attract the right kind of people for the business you want to have.
Then along with the tone of your posts, you can add consistency with your photos, colors, and lighting.
When your posts keep the same feel over time, you build brand identity, which leads to trust, which leads to sales.
9. Don’t Just Post — Engage
If you want social media to work for you, you have to play by its rules.
Algorithms run these platforms, and they look for certain markers in your account to decide whether it’s interesting and relevant. The more it can determine that it is, the more it will push your content out to new people.
The two biggest markers the algorithm looks for are consistency and engagement. We’ve already touched on consistency above, here’s how to make engagement work for you.
It’s important you post content that will encourage comments and questions from your followers. The more you get people talking, the further the reach you will get.
Try posting:
- This or that polls with two decor items
- Would you buy it? posts
- Ask for input on a vignette you’re styling or a furniture piece you’re painting
- Hot takes on relevant topics to your industry
- Funny memes or quotes related to your niche
Then, it’s time to engage back with your audience! Spend 10 minutes a day:
- Commenting on posts from local shops
- Following other sellers in your niche
- Responding to every comment you receive
- Thanking customers for tagging you
Social media rewards real community, not just broadcasting. The more talking and discussion you can get going, the better.
10. Track What’s Working (So You Can Do More of It)
Every platform gives you insights. At the end of each month, take an hour and look through your posts for the month to see what did well and what didn’t.
Look for patterns:
- Which posts get the most saves?
- Which ones brought in new followers?
- Which reels went viral?
- Which photos actually lead to sales?
Once you find something that works, repeat it! Your audience will tell you what they want, you just need to look.
Final Thoughts on Social Media Strategies: You Don’t Need to Be Perfect
I’ve watched too many business owners not take full advantage of the benefits social media can offer because . . .
- They are afraid of scrutiny
- They think they’re too old
- They think every photo has to be perfect
- They think it will take up all their time
I could go on . . .
But here’s the bottom line: Social Media just needs you to be a real human and connect with your customers.
You don’t need to look like an influencer.
You don’t need a fancy photo studio. You don’t have to have the perfect business.
You just need to show up consistently, share your love for vintage, and make it easy for people to connect with you.
Social media isn’t about being polished, it’s about being present.
And when you use it well, it becomes one of the best tools you have for growing your vintage business, building loyal buyers, and creating a community that loves what you do.
