Have you noticed more products showing up in your social media feed lately? Ads have always been a part of the social media ecosystem. However, this is different. We’re not just seeing ads, but products, often for sale on the platform or with links directly to a product to purchase. This latest evolution in social media advertising focuses on the call to action on the most direct way, but helping the consumer take action from the ad itself. Let’s look at social-commerce marketing and how to make it successful for you in 2024.
The Benefits of Social-Commerce Marketing
Since I touched on what social-commerce marketing is in the opening, let’s delve into the benefits it provides businesses. While this type of marketing may seem aggressive, it works well for consumers and businesses alike because it,
Brings relevant products to consumers where they are – in social media apps.
Presents a smaller interruption to a consumer’s social media usage since they either buy in the app or are instantly returned to the app when they finish buying.
Encourages consumers to share products and reviews.
Gives you direct data on consumer buying habits and social media habits.
Consider, you are on your favorite social media app. Which are you more likely to engage with, a general that takes you to a website where you will need to browse to find what you like, or an ad targeted because of topics you’re reading about that lets you buy immediately and return to your browsing? While we might like the former for SEO benefits, for consumers being able to act quickly on an impulse and return to what they were doing is attractive, and the numbers for online retail reflect this.
Social-Commerce Strategies
As with any digital marketing tool, the trick with social-commerce marketing is how you employ it. Some best practices include,
Restructuring your social media profile to focus on sales
Creating compelling and attention-grabbing content
Providing a clear call to action that encourages purchasing
Utilizing the platform-specific tools for social commerce
Including product reviews and ratings as part of your content (or using reviews as the content)
Being responsive to questions on social media
Paying attention to what users talk about with your product and about your competitors and your industry
This type of marketing also has unique challenges you should be aware of as you build your strategy. These include,
Concerns about low-quality products, scams, and fakes
Data privacy
Poor delivery experiences
It's important that you address these concerns by building trust in your brand and products, communicating clearly your dedication to data security (and following best practices), following up on customer purchases, and answering concerns and complaints right away.
Social-commerce marketing offers companies new ways to reach consumers in the platforms they engage with them. If you’re interested in learning how to make social commerce work for you, reach out to me.