What is Social Commerce?
Social commerce is where social media and commerce meet. Essentially, social commerce is using a social channel to complete an online transaction. This plays a significant part in omnichannel commerce, and with the growing popularity and influence social media has on individuals, it creates a huge potential for new audiences to make purchases.
Consumers are already using social platforms for inspiration and to find out information about brands and products, therefore introducing social shopping can capitalize on existing habits and routines, without much change in their daily routine. There is a great opportunity for brands to be recognised – according to Instagram, 60% of people say they discover new products using their platform.
What are the key features of Social Commerce?
- Swipe up option on Instagram stories which can take users straight to the product page
- “Buy” buttons on social posts
- CTAs and ads on social network platforms
- Messenger selling
- Plug-ins and apps
What Makes A Successful Social Commerce Strategy?
UGC – Authentic user-generated content (UGC) is crucial for a successful social commerce strategy. Producing and posting content that appeals to consumers on an emotional level is more likely to convince them to purchase products. It’s all about making sure your brand resonates with your audience.
Social checkout tools – The less clicks the better! Most social Apps now have built-in shopping tools to make purchasing items even easier. Users would have previously had to get to a site by clicking the link in a business page’s bio, however now they are able to use the clickable feed and not even leave the app, promoting seamless sales journeys, and resulting in happy customers!
Engaging Videos – We already know that video is a vital part of any eCommerce strategy. With an 80% increase in time spent watching short-form videos on Instagram, brands can utilise this figure and produce engaging advertisements in this format.
Targeted Ads – Enabling specific user groups to be targeted based on aspects of their location, demographic, consumer behaviour and interests can be a powerful technique for businesses as they help get products right in front of the customer. Paid Instagram ads can be positioned to appear in the main newsfeed as well as between Instagram stories, so brands can expose themselves to potential customers in a more subtle and less obtrusive manner. Product recommendations can also be personalised as another approach to connecting with your customers.
Consider Influencer marketing – A great way to get audiences excited about brands is to collaborate with influencers. For example, partnering with a well-known celebrity or aspiring figure to work alongside a brand and promote their product or service can add value and help increase conversions. This tactic can work for some brands far better than others so it is definitely worth considering who your target market is and what their needs are. Consumers like the inclusivity of associating with brands and people they might see as a role model or look up to. Personal recommendations can also build trust and loyalty.
Social Platforms To Consider
With the general population spending more time on social media than ever before, introducing the ability for them to browse and subsequently purchase items is a no brainer. Here are some platforms you might want to consider selling on:
Snapchat – Snapchat is continually advancing the platform’s eCommerce capabilities. For instance, the social app features eCommerce ads, known as Shoppable Snap ads, which present a collection of products that users can click through on and find out more product details.
Facebook – Commerce Manager on Facebook provides a platform to sell products, manage inventory, and fulfill your orders. The tools it offers let you find out more about your customers and the products they prefer and you can see recommendations on how to up your sales.
Instagram – Brands are able to make their Instagram newsfeeds replicate a shop window, creating a curated feed of aesthetically beautiful content that audiences love and engage with. Instagram features include shoppable tags on photos and stories, which makes it even easier for users to convert.
Pinterest – Buyable pins have been around since 2015. Pinterest provides a completely visual shopping experience and users often use this platform for inspiration when considering their purchase.
With global internet users spending more than 50% more time on social media than in 2012, it is becoming increasingly important for merchants to consider social commerce as a major part of their eCommerce strategies. If you need help or advice in getting your social commerce strategy on track then get in touch today by calling 0121 369 5874 or emailing firstname.lastname@example.org.