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Driven by Generation Z and millennials, social commerce is projected to grow three times faster than traditional e-commerce, to a projected $1.2 trillion by 2025.
This is not a surprise to experts. The hashtag and viral phenomenon #TikTokMadeMeBuyIt has 28.6 billion views, including ads, influencer content, and reviews. This commitment has skyrocketed brands like CeraVe, The Pink Stuff and elf Cosmetics and created sell-outs for items like the Revlon one-step hair dryer and the Lululemon fanny pack.
Brands have pushed to take the lead on new social platforms like BeReal, “a photo-sharing app that allows users to post one photo a day to show their followers what they are up to in real time,” used primarily by Gen Z. For example, Chipotle experimented with sharing coupon codes and elf Cosmetics used BeReal to show the “inside” look of their offices.
In short, social commerce is no longer a suggestion but a critical element of ecommerce sales planning. A great social program can make or break a brand’s image or engagement; There is a difference between doing it and doing it well.
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Here are three best practices for your social commerce strategy.
Know your audience and participate
Use the power of data to discover who your audience is. By knowing your audience (gender, age, location, preferences), you can create content that not only grabs their attention, but drives sales.
You may know your audience, but your job isn’t done yet. You have to keep an eye on trends, influencers, and popular culture. For example, the social media rebranding of singer Harry Styles’ beauty company Pleasing has drawn attention because it targets Generation Z consumers and focused on more “genuine” and trend-based content. . Users suspect that viral TikTok influencer (and friend of Meghan Trainor) Chris Olsen is running the brand page, driving even more engagement.
This example explains the importance of not only knowing your audience, but also engaging with them appropriately to continue driving loyalty and awareness. Messaging tools allow a brand to engage with consumer concerns, comments, and reviews.
Quick, witty, humorous, or exciting responses show the consumer that the business is present and focused on the customer experience. Additionally, social media can be a great way to provide customer service in case of concerns or issues. Being quick to respond to resolution can keep a customer coming back to your brand.
Stay up to date with new features
Social networks are constantly updating and releasing new features to adapt to the behaviors and desires of users. Updated Instagram to focus on more video content with Reels. Facebook lean shopping functionality. TikTok changed video length to allow for long-form content and took over YouTube’s sponsorship of VidCon this year. This is how these apps remain popular. So your social presence and commerce should follow suit and embrace the change.
Shop-the-look and visual discovery are good examples of new technology that can drive customers to your website. With visual discovery, customers can see new ideas, complementing Instagram 2022’s swipe up feature for brands to inspire and convert sales. Testing which features work best for your brand can drive customers to your ecommerce site and increase your brand presence.
Offer quality content
The secret sauce for the perfect content can be surprising. On paper, it sounds easy: good product, high-res shots, and you’re done. Realistically, it is the content that should provide value to the customer and encourage a click on your site or product.
Successful content varies for different brands. For example, the language-learning app Duolingo has increased brand awareness by including its pet in short trending videos and by collaborating with other famous (and amazing) brands like Scrub Daddy.
They took the number of followers from 500,000 to 2 million in less than six months. Other brands focus on storytelling and emotionally connecting with customers. Ulta is an outspoken supporter of social issues like trans rights and a proud sponsor of influencer Dylan Mulvaney. This led to an outpouring of brand loyalty, with users declaring that they will be shopping exclusively at Ulta this past holiday season.
Social commerce is also a great way to create quality content that shows your customers how to use, style, or experience your products. A 2021 Nielsen study indicated that people find advertising on TikTok more fun, real, honest, trustworthy, and authentic. The study also found that 60% of users feel a sense of community on TikTok.
By partnering with influencers, you can make content feel more genuine and encourage clickthrough. Social commerce is an indispensable complement to any marketing strategy. You can increase sales, drive traffic, improve brand image, and increase customer engagement. Opening your brand to current and new audiences and trends can help completely transform your business.
Zohar Gilad is co-founder and CEO of Fast Simon.
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