The inexorable growth of social commerce is well established, but what are the ideal strategies to make the most of it? From discovering a product to ordering and now payment integrated into a platform, social commerce is becoming an essential sales channel. The stakes are high because, according to an Accenture study, social media commerce could generate $1,200 billion by 2025, up from $492 billion in 2021, or three times faster growth than e-commerce. commerce.
This study witnesses a change in consumer buying behavior. Generations Y and Z are massively abandoning e-commerce sites and branded apps to buy their products directly on social media. 64% of social media users said they made a purchase there in 2021. Instagram with Checkout and Facebook with Facebook Shops, these leading platforms have launched features to make integrated sales with their community and social set.
And that’s just the beginning. 2022 will also see the arrival in France of Pinterest Checkout, which will allow customers to pay for their purchases without leaving the app. As for TikTok, the video-sharing platform that teens love, just launched TikTok Shopping. This integrated sales solution is currently only operational in the US and UK.
The emotional product of the immediacy of purchase
With social commerce, some of the power of brands has passed to consumers. While conversations between brands and their customers are critical, direct conversations between customers are one of the drivers of social commerce. The ease of creating stores or catalogs encourages the arrival of new players. This is a real opportunity for young brands and the internet-born generation of entrepreneurs. Innovative brands like Indira de Paris or Simba would never have had so much impact and resonance without social media.
Understanding that emotion produces the immediacy of purchase is essential to develop a marketing strategy adapted to social commerce. By integrating purchase functions without going through an e-commerce site, the platforms exploit this immediacy, which even reaches “Live Shopping”. Highly developed in China, Live Shopping also arrives in France. The example of the “Brut Shop”, a platform created by Carrefour and Brut media, is revealing in this regard. If live shopping resembles the telesales of our grandmothers, it still has this relentless advantage of generating conversations and opinions between buyers in real time.
Comments and likes as an essential social guarantee
The French spend 1h46 a day on social media and this continues to increase. The attractiveness of its constantly renewed news feed is the foundation of social media. In this ever-changing ecosystem, emotion and impulsiveness trigger purchases. An immediate craving can be satisfied with instant ordering and fast delivery.
However, it is not about buying with your eyes closed and the demands in terms of service, quality and reliability have never been greater. We do not buy more without first examining the opinions of other consumers. Understanding the collective dimension of social commerce is essential. Comments, shares, likes, everything that can influence brand visibility is a considerable social guarantee.
69% of French people are more likely to buy a product if they can see content from other consumers’ photos or videos. The contents published by the brands must not only create an emotion in the consumer, but also arouse the reactions and shares of customers who have become “consom’actors”.
Essential analytics for navigating a changing ecosystem
But the creativity of advertising campaigns must be confronted with the market. This is where the power of analysis comes in. Test & Learn is critical in implementing brand strategies. Analyzing data from social media platforms requires real experience as well as a proven methodology to avoid analysis bias. This analysis also yields strategic insights into the positioning of brands and offers them promising axes of differentiation, all the more valuable as they are currently complicated by the strengthening of personal data protection.
Much like traders watching market fluctuations, weekly or even daily reports allow brands to test their campaigns. Thus, they select the most effective types of platforms and advertising formats and, above all, the messages that most engage the audience at each stage of the conversion journey, with the objective of transforming this audience into the act of purchase.
If brands are also open to testing new experiences like Live Shopping, they will have all the tools to succeed in social commerce and also anticipate their arrival in the metaverse.
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