Advertising on Facebook makes sense if you sell a product that consumers like to talk about, says Aaron Magness, chief marketing officer at online-only apparel retailer Betabrand Inc.

Betabrand has one of those products: dress pant yoga pants. Dress pant yoga pants have the stretchy, comfortable material of yoga pants, but look more like work-appropriate slacks.

Women love to buy and talk about the retailer’s dress yoga pants. “It’s a product that many women can’t get enough of,” he says. On average in 2015, Betabrand’s Facebook posts received 841 Likes per post, 82 comments and 77 shares, according to data from Internet Retailer’s 2016 Social 500, which ranks Betabrand as the second-most effective social media marketer in e-commerce based on 21 data points.

Because the pants are a hot topic of conversation, the retailer devotes the majority of its marketing spend on native social media ads, primarily on Facebook, Magness says. 73% of the retailer’s social media ad spending is on mobile. The ads are mostly single-image photo ads. So far, the strategy is working.

Betabrand has a 2.43% average click-through rate on its mobile Facebook ads with a 1.52% conversion rate. For combined averages of both desktop and mobile Facebook ads, Betabrand has a 2.19% click-through rate and 1.93% conversion rate, he says. Those rates outpace industry averages. For example, the average click-through rate for retail clients of social media advertising firm Nanigans was 1.27% in the second quarter.

46% of Betabrand’ traffic stems from social media, and 74% of the retailer’s mobile traffic stems from social media, says Julian Scharman, director of e-commerce at Betabrand.

A small portion of Betabrand’s marketing budget goes to Pinterest, Instagram and Tumbler, but none of these networks has proven to be as effective as Facebook, Magness says. Even though Facebook-owned Instagram has almost the same approach and targeting techniques to advertising as Facebook, consumers on Instagram are not necessarily looking to join a conversation, he says.

Once a consumer clicks on the social media ad, Betabrand aims to gather her email address immediately. An interstitial banner pops up asking the consumer to sign up for an account and then she will receive a discount. This is a key part of Betabrand’s marketing because it allows the e-retailer to retarget the shopper with an email. Plus, if a shopper has a credit card saved, it’s easier for her to purchase a second and third time, Magness says. 80% of checkouts are made by a consumer who has an account, he says.

Betabrand also gives consumers the option to sign up for an account using her Facebook credentials, which a shopper can do in one tap if she clicked on the ad from her logged in Facebook account. This option, while smoothing the process for the customer, also gives Betabrand access to more information, such as the customer’s age and where she lives. Betabrand has email addresses for about 35% of its traffic, and about 55% of them opting to sign up via Facebook, Magness says.

This month, about 53% of Betabrand’s traffic, which is a 225% year-over-year increase, Magness says. Smartphones also make up 30% of its revenue this month, which is a 430% year-over-year increase, he adds. Betabrand is No. 640 in the Internet Retailer 2016 Second 500.

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