#TikTokMadeMeBuyIt: The future of social commerce
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Driven by Gen Z and millennials, social commerce is predicted to grow three times faster than traditional e-commerce, 1.2 trillion USD to 2025.
This is not surprising to experts. The viral phenomenon and hashtag #TikTokMadeMeBuyIt has 28.6 billion views, including ads, influencer content, and reviews. This engagement has skyrocketed brands like CeraVe, The Pink Stuff and elf Cosmetics, and created outright sales of items like Revlon one-step hair dryers and Lululemon belt bags.
Brands have been scrambling to get the top spot on new social platforms like Be realistic“photo-sharing app that allows users to post one photo a day to let their followers know what they are up to in real time,” mainly used by Gen Z. Example: Chipotle tested with coupon code sharing and elf Cosmetics used BeReal to showcase an “inside” look at their office.
In summary, social commerce is no longer a suggestion but an important element of ecommerce Sales plan. A great social program can make or break a brand’s image or cohesion; There is a difference between doing the right thing and doing the right thing.
Here are three best practices for your social commerce strategy.
Know your audience and engage
Use the power of data to find out who your audience is. By knowing your audience (gender, age, location, interests) you can create content that not only captures their attention, but also drives sales.
You may know your audience, but your job is not done yet. You have to keep an eye on trends, influencers, and pop culture. For example, the social media rebranding of singer Harry Styles’ beauty company Pleasing has gained attention because it targets Gen Z consumers and drives trend-based content and more “genuine”. Users suspect that viral TikTok influencer (and friend of Meghan Trainor) Chris Olsen is running the brand’s page, which continues to drive more engagement.
This example explains the importance of not only knowing your audience, but interacting properly with them to further drive loyalty and awareness. Messaging tools allow a brand to interact with consumer concerns, feedback, and reviews.
Quick, smart, funny, or interesting answers show consumers that the business is present and focused. customer experience. Additionally, social media can be a great way to provide customer service for concerns or issues. Responding quickly to problem resolution can bring customers back to your brand.
Stay up to date with new features
The social network is constantly updating and rolling out new features to adapt to user behavior and desires. Instagram has updated to focus on more video content with Stories. Facebook regulates shopping functionality. TikTok changed the video length to allow long content and received YouTube sponsorship for VidCon This year. Here’s how these apps are still popular. So your social and commercial presence should follow suit by embracing change.
Visual discovery and shopping are good examples of new technologies that can draw customers to your website. With visual discovery, customers can see new ideas that complement Instagram’s 2022 swipe-up for brands to inspire and convert sales. Testing which features work best for your brand can drive customers to your eCommerce site and increase your brand’s presence.
Provide quality content
The secret sauce for perfect content can be surprising. In theory, that sounds easy — good product, high-resolution shots and that’s it! In fact, it’s content that should provide value to customers and encourage click through to your website or product.
Successful content differs for different brands. For example, language learning app Duolingo has boosted brand awareness by featuring its mascot in short-form trending videos and partnering with other popular (and surprising) brands like Scrub Daddy.
They took their follower count from 500,000 to 2 million in less than six months. Other brands focus on storytelling and connecting with customers emotionally. Ulta openly supports social issues like transgender rights, proudly sponsoring influencer Dylan Mulvaney. This led to an increase in brand loyalty, as users announced that they would be shopping exclusively at Ulta this past holiday season.
social commerce It’s also a great way to create quality content that shows customers how to use, style, or experience your product. A 2021 Nielsen study found that people find ads on TikTok more interesting, authentic, honest, trustworthy, and authentic. The study also found that 60% of users perceive community on TikTok.
By partnering with influencers, you can make content more authentic and drive click-through interest. Social commerce is an indispensable addition to any marketing strategy. It can increase sales, drive traffic, improve brand image, and increase customer engagement. Extending your brand to current and new audiences and trends can completely transform your business.
Zohar Gilad is the co-founder and CEO of Fast Simon.
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