“In the post-pandemic world, the media will no longer be just the message…every form of media is no longer simply a call out to go to the store, every form of media must be the store”
Doug Stephens, Business of Fashion Podcast, 10/04/21
And we agree with Doug! Social media is playing a key role in shaping the future of retail across all industries. From the well established Facebook and Instagram Shops, Pinterest Collection Ads to the more recent Snap Inc and TikTok integrations with Shopify, all the major players are now offering some form of eCommerce integration. This is the perfect opportunity to integrate lower-funnel marketing into social media strategy and track spend directly against sales.
To help, we’ve pulled together some handy hints on how to optimise an eCommerce approach across your social networks.
1. Integrate influencers
As with any traditional marketing, authentic brand ambassadors are a great way to credibly talk about your business. Social media influencers are here for the long haul and with shoppable tags now available, content can act as both a beautiful piece of advertising and a trade driver. Perfect for allowing consumers to tap into their Ariana Grande “I see, I want it” vibes! Not only do we follow the consumer from awareness through to purchase, but we can also track the effectiveness of each influencer against sales meaning the process can continually be refined.
2. Try a collection ad
Collection Ads, available on Instagram, Facebook and Pinterest, are a great content variety to showcase product in motion and provide a quick direct link to the shop (website or Facebook and Instagram shop). Optimised for mobile use, these ad formats are dynamic, effective and a great way to tap into FOMO while providing a seamless shopping experience. If you find that collection ads aren’t the right fit for your content, you can have a look at the options and play around with what provides the best customer experience.
3. We love paid but don’t forget organic
Social media consumers are savvy – we know when we are being sold to. To balance our sales message and promotional drivers, it’s essential to also activate an engaged and active organic presence to run alongside a dynamic and smart paid strategy.
Implementing a community management strategy creates a safe place for customers, fans, employees, and followers to engage, converse, provide feedback and receive support. This will help to build brand loyalty and also provides the opportunity to increase conversions by providing direct responses to comments and recommendations on products.
Paid advertising formats as mentioned above, will then retarget both your existing engaged community and any lookalike audiences.
To recap, social media is changing the landscape of conversion advertising and we’re here for it. Let us know your thoughts on the above tips (tried it, want to try it, learnings from it). And a reminder that Click Frenzy is coming up on the 18th of May (one of the biggest online sales of the season) so the time is now!
If you want to have a chat we’re always here to help. Drop us a line [email protected]