The State of Social 2018 report produced by Buffer shows that ad investments in social media are growing by more than 20% per year. According to AdWeek, the top 500 retailers made nearly $6.5 billion in social media purchases in 2017.
In Brazil alone, according to a survey conducted by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brazil), 33% of internet users used social networks (Facebook, Instagram, Youtube or WhatsApp) to make purchases in the last year. Of these, 63% mentioned having bought from national retailers most of the time.
This shopping through social media trend is what’s being called Social Shopping.
What is Social Shopping?
Social Shopping is a combination of social media and e-Commerce. In essence, it aims to sell products directly through social networks.
Take, for example, Instagram. The network transformed the shopping experience when brands began creating stores in their profiles, rather than seeking to bring potential customers to their website.
This new buying model has attracted consumer attention due to something very simple; convenience. This is because in Social Shopping the user no longer needs to leave the social network, go to the online store, search for the product, and make the purchase. Everything happens straight from the social network platform.
With this, the shopping journey is reduced to three steps: view, click, and pay. And as every good marketer knows, making it easy for consumers to make a purchase is a win-win situation. Therefore, by simplifying the sales journey, Social Shopping turns sales faster and less complicated.
Also, for you to better understand the potential of social purchases, in the research we mentioned at the beginning of the post, conducted by SPC Brazil and CNDL, consumers said they preferred to buy through social networks for the following reasons:
- Speed and practicality (37%);
- Large volume of offers and sales made by merchants (36%),
- Prices more competitive (32%)
- Better interaction with the advertisers’ service channel (28%%).
What are the tactics used by social shopping?
Entering the world of social shopping is not a difficult thing. Basically, if your brand is on social media, you’re already halfway there.
Social Shopping professionals develop interactive messaging and features to promote online sales and other e-commerce initiatives. Some of the marketing tactics you can use for a social shopping strategy include:
- Offer specials or giveaways to users who share the product in their feeds;
- Encourage photos, comments, and feedback submitted by users;
- Use videos to show the product in use and from various angles (we have talked about this in several other articles);
- Create ads that invite users to interact with the brand/product.
User engagement is the key to driving sales through social media. If your brand doesn’t have an engaged audience, then surely the chances of a successful Social Shopping campaign will go down the drain.
For this engagement to happen, in addition to patience, it is essential to have quality content. And by “quality content” understand high-value content as well as in different formats: memes, graphics, videos, quotes, blog posts, and images.
Social Shopping is a field that works in conjunction with social media and online shopping. As both social networks and e-commerce are growing, it is already clear that social shopping is here to stay.
This means that competition tends to be increasingly fierce on social media. So don’t forget to bring your ads to life.
Till next time!