“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, eCommerce in social media is playing a key role in shaping the future of retail across all industries. From Facebook and Instagram Shops and Pinterest Collection Ads to Snap Inc and TikTok integrations with Shopify; all the major players are now offering some form of eCommerce integration. Or in other words, they are providing the perfect opportunity to integrate lower-funnel marketing into social media strategy to track spend directly against sales.
Below we’ve pulled together some handy hints on how to optimise eCommerce in social media for your brand.
1. Integrate influencers (Creators)
As with any traditional marketing, authentic brand ambassadors are a great way to credibly talk about your business and social media is no exception. Firstly, 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. Secondly, they are perfect for allowing consumers to tap into their Ariana Grande “I see, I want it” vibes!
What does that mean for marketers? Well, we can now follow the consumer from awareness through to purchase and track the effectiveness of each influencer against sales. Meaning that ultimately, the process can continually refined to get the best results 🙌
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.
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 alongside a 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 helps 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.
In Summary, eCommerce in 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).
If you are looking for the best Social Media Agency Sydney or want to have a chat we’re always here to help, drop us a line [email protected]