Social commerce, what’s your take? Whether you ‘Like’ it or not, it is definitely here to stay.
Over the last 12 months, we have experienced a shift towards digital and eCommerce. As a result, we have seen a boost in shoppable social commerce. Lockdown has led to a 95% sales increase in social selling and marketers are now tapping into its potential. Brands and marketers are able to deliver a better and more streamlined online shopping customer journey, enabling fans to shop, and purchase seamlessly.
Facebook: A New Online Shopping Experience:
Facebook’s latest shopping feature, Facebook Shops, is aimed to make an impression, giving users the shopping experience they ‘Love’. Forget window shopping and turn to your screens as the new update gives brands a window-shop look and feel, and a free mobile-first eCommerce experience. Facebook Shops offers users the opportunity to connect with brands through WhatsApp, Messenger, and Instagram Direct, enabling brands an opportunity to better connect with their consumers. New features including, Instagram Shop, live shopping features and loyalty programs will also be accessible across the Facebook App.
TikTok vs. Facebook:
It’s the battle of social networks as TikTok takes on Facebook head to head in the ultimate social commerce push. Along with numerous social commerce developments, TikTok will be rolling out a Livestream shopping feature and has already announced a partnership with an eCommerce site, Shopify, which will give brands the opportunity to better reach TikTok’s younger Gen Z audience. Video advertising has grown exponentially in the last few years, across platforms such as Snapchat and Instagram, so we can expect TikTok to take the next step in the evolution of social media selling.
The Importance of Influencer Marketing:
Consumers are becoming more aware of advertising and social selling; This is where user-generated content has proved to be highly beneficial. Content produced by users, rather than the brand itself, provides authenticity, is deemed more trustworthy, and can help change a user’s perception of a brand.
How UGC can help your brand tap into social commerce?
- Social proof: Having users post about a brand will not only generate awareness
- Trust: As mentioned above, UGC builds brand trust, as it is more authentic.
- Credibility: UGC builds credibility for the brand.
- Content: UGC gives brands a wealth of creativity and content that can be used in cross-platform promotion.
Social eCommerce: It’s Only The Beginning:
Across the UK, social commerce is still in its infancy compared to more advanced countries such as China. WeChat delivers significant social commerce success, with Group buying and WeChat accounting for 90% of the total market share. Additionally, WeChat is hugely successful at converting content readers into consumers, by making marketing more relevant and effective. Looking at how this technology has developed internationally, gives us insight into how we can expect platforms within the UK to evolve. As a result, this enables brands to unleash their creativity via impressive, effective interactive, and immersive campaigns.