More people are shopping online than ever before. Online sales are expected to increase 22.3% of retail sales Overall by 2023. A big part of e-commerce is using social media to engage with the audience Build an Authentic Brand, But now, social media can also be used as its own ecommerce marketplace: social commerce.
If you’re an old social media scroller, you’ve probably seen typical social media ads that include an embedded link that takes you to a product page. Unfortunately, those extra seconds of friction a customer experiences while being redirected to an e-commerce site can be enough to drive away a captive audience.
Social commerce gives customers the shopping experience without ever leaving the app. No, they are not being directed to a landing page or website. They are instantly purchasing from your post and purchasing in their favorite social media app at the same time.
What is social commerce (and why is it different from ecommerce)?
People sometimes mix up ecommerce and social commerce because both are related to social media marketing. In fact, e-commerce and social commerce are two different selling techniques.
Ecommerce is your traditional online shopping experience. It is the process of generating leads and creating conversions through an online store. Whether your customers make purchases in an app or on your website, marketing strategy focuses on attracting customers to your website, landing page or product page in order to drive sales and generate conversions.
Social media marketing is all about advertising your products, attracting customers and driving traffic to your website or landing page Where customers can shop. All the marketing and engagement happens on social media, but the buying process happens on the retailer’s ecommerce website.
Social commerce is the perfect blend of e-commerce and social media marketing—selling products directly on social media. Rather than using business social media accounts solely for user engagement, social commerce allows brands to take advantage of their captive audiences, with the potential for purchase embedded in their posts. right now, social commerce is a $89.4 billion marketIt is expected to grow to $604.5 billion by the year 2027.
Before social commerce, the ecommerce customer journey went something like this: You were scrolling through social media and saw a fun t-shirt you wanted. You followed a link on a company’s product page and went through a lengthy checkout process that involved giving personal data to the brand you just met.
With Social Commerce, Your Entire Shopping Experience Happens on Social Media Platforms: you see that funny shirt will have to Tap on the product and go to In-App Checkout. Your payment information is automatically entered into the appropriate fields with you preferred payment method, You click “Buy Now” and your shirt is on the way!
Here’s how to grow your social commerce sales
Many social apps allow businesses to transact within their apps without having to follow any external links. Instagram, Facebook, and Pinterest all offer in-app purchase experiences. More and more brands are engaging customers and providing a simplified social commerce shopping experience wherever possible.
Want to stand out in the booming social commerce landscape? Here are some proven tips you can use to increase social commerce sales:
1. Identify your most popular social channels
In order to leverage social commerce, brands must first identify which social media channels are most popular among their target audience. While it may seem like a better idea to play the numbers game and market your business on every social media channel, you’ll be wasting time creating content for people who aren’t really into your products. Huh.
To get the most out of your social commerce efforts, focus on your two or three top social media channels. Ask your marketing team which social networks get the most cash flow And where your post gets the most engagement. Then, survey your audience to find out where they like to see your posts.
2. Make your posts shoppable
To engage in social commerce, you need to make your posts shoppable. A shoppable post is a social media post where customers can tap a featured item and make an in-app purchase. Social commerce makes it easy for audiences to buy from brands directly from their trusted social media apps. Instead of seeing your product in their feed and navigating to your website to checkout, viewers can become customers in seconds.
When your posts are shoppable, you take advantage of a captive audience. According to Facebook Insights, 81% buyer Research products on Instagram and Facebook before buying. Why not make it easy for them to buy when they are already in the buying mindset?
3. Don’t underestimate the power of social proof
social proof That’s information that customers gather from your online presence, user reviews, product ratings, and how people talk about your brand on social media to help them decide whether your marketing messages are authentic. The more positive reviews your brand has, the more likely your audience is to trust you when making claims about your products in your social media posts.
If you don’t have many reviews on your products, ask your customers for feedback. people who don’t know your brand expect Nearly 100 User Reviews for each product. Reviews reveal what most customers think of your products and how well you’ve established your brand with a wide customer base.
4. Social friendly customer service
When customers shop on your ecommerce site and have questions about a particular product, they can navigate to the “Contact Us” section or use your chatbot to submit an inquiry. But what about your social commerce shoppers? It will be inconvenient for them to visit your website to ask questions, so they may be expecting some sort of social customer service,
To create a seamless customer service experience, Brands should embrace social media messaging to answer customer questions and resolve issues, Depending on the scale of the company, you may choose to answer these questions manually or have a chatbot do the same. This way, the social commerce journey is unhindered by external links and additional friction.
5. Team up with influencers
Influencers already have an audience of loyal followers who trust their opinions. Team up with popular influencers to expand your reach and improve the effectiveness of your social commerce approach your target demographics,
Find relevant social accounts and tap into your combined niche to team up. Identify which influencers are most relevant to your audience and reach out to see if they would be interested in reviewing your product in exchange for a free sample.
You can also ask your customers to become Brand Influencers, For example, ask them to share content with your products under a specific hashtag, create a rewards program, or ask for video testimonials from customers that have a chance to appear in one of your posts.
6. Lean Into Privatization
According to a survey by Accenture, 91% customers Says they are more likely to shop with brands that provide a personalized experience. Lean into personalization to capture the attention of key audiences.
For example, give customers product recommendations based on what they’ve bought from your website in the past. Recommendations are a great way to capture the attention of your audience through relevant social media content.
you can use a page-level targeting Tool to set up personalized product recommendations at checkout. This automatically triggers specific suggestions based on what customers have purchased in the past. Page-level targeting is also a great way to improve cart size with cross-selling recommendations.
Pro Tip: unboned smart traffic Tools are another great way to enhance the customer journey with personalized experiences. Use it to automatically send your visitors to the landing page version that is most likely to convert based on their behavior.
7. Connect with your audience
To provide your audience with the best social commerce experience, you can’t forget the most important part: Be social! Connect with your customers in the comments, ask for feedback, find out what they like and dislike about your products, and provide valuable content for them to consume.
Let customers comment on your shoppable posts so they can ask you questions about your product where others can see. This way, you are also developing a user-based FAQ to enhance the customer journey with your brand.
8. Build and test your landing pages
Yes, the landing page is an external link. And while social commerce requires a strictly social buying experience, viewers who haven’t yet purchased will likely navigate to your business’s social accounts to do their due diligence.
Having links to your landing pages (eg, in your bio) is a good strategy for building your social presence online. Landing pages help customers learn more about your brand and create a sense of loyalty to your brand’s social media community. (Just make sure you don’t forget test and optimize them,
Pro Tip: Unbounce also lets you build shoppable landing page With the Smart Builder’s Stripe app for a truly seamless shopping experience.
Sell More Oysters While Being Social
Social commerce isn’t just a passing fad—it’s a new way for customers to shop and experience your brand directly from their favorite apps. Because many customers use social networking apps to research brands and products, it only makes sense that businesses take advantage of this captive audience to sell with social commerce.
There are many ways that brands can begin to improve their social commerce approach. Some best practices include Identifying where your target audience hangs out online, using social customer service techniques, and promoting purchases through social proof and influencers,
Another way to simplify your social commerce is to use Unbounce smart copy From attention-grabbing product description to engaging social media copy to help you craft it in seconds.