Selling products on social media platforms (also referred to as social commerce) has emerged as a viable digital advertising strategy for eCommerce brands all over the world.
You can use social commerce to engage with your target customers and encourage them to complete the sale on their favorite apps without ever having to visit your website.
It’s extremely convenient, especially given that mobile devices account for 54% of all internet traffic.
Check out the best social commerce practices and examples of which brands are doing it right below.
1. Become Familiar With Your Audience Profile
If you want the highest level of engagement, you must align your social commerce strategy with the people who will be receiving your brand’s message (your target audience).
It takes time and effort to get to know your target social audience, but it makes a difference in conversions and sales.
It’s no secret that when you deliver the right message to the right people on the right platform, you can expect better results.
Instead of simply repeating the same messages on your website, be more deliberate in selecting products and wordings that correspond to your specific social media customer subset.
Analytics can help you identify which products to include in the listing and how to position them by keeping you up to date on demographic and performance data.
Target, for example, created an excellent browsing experience for their Instagram users by utilizing smart listing based on hashtags and content engagement and constantly upgrading their product offerings.
Customers who click on a product on Instagram are no longer required to exit the app to complete the purchase.
2. Maintain a Creative Social Storefront
People’s shopping habits have already changed as a result of the pandemic.
Because the majority of shoppers now learn about brands through social media, you must reconsider your social profiles, which serve as your brand’s digital storefront.
Remember that you only have one chance to make a good first impression.
Create a fantastic buying experience because the ambiance of your social media profile is just as important as the products you sell.
You can increase repeat business by providing a positive customer experience backed up by high-quality products.
The Tiny Tassel retail shop, for example, has a digital storefront via their Facebook Shop.
They designed product pages specifically for Facebook, complete with information such as style, material, and shipping information.
All of their listings add value and foster trust, which is necessary to entice new customers to make their first purchase.
3. Establish a Consistent Promotional Posting Schedule
Creating promotional posts is a great way to share more product information, such as close-up product shots, short demos, and walk-throughs.
You can even include links in your posts to help you:
- Increase brand awareness.
- Meet more customer expectations.
- Simplify the purchasing process.
Consider Ralph Lauren’s example.
Take note of how they use a variety of products to showcase their seasonal collection.
This strategy provides the shopper with a better idea of how the various products will appear when worn together (or layered).
4. Make Your Social Media Replies More Personable
The immediate response is one of the main reasons people contact brands on social media. If customers want more information on products, order inquiries, or general questions, social media makes it simple to connect. Instead of simply responding with a simple yes or no, you can:
- Make a product recommendation.
- Share a direct purchase link.
- To secure the sale, provide a promotional code.
- This interaction is also an opportunity to demonstrate your brand’s personality and gain the shopper’s trust.
Overall, it’s a win-win situation because you can provide excellent customer service while potentially increasing your bottom line.
Here’s an example of Vicidolls doing so on their Instagram page.
5. Make Analytics a Part of Your Strategy
Working in the fast-paced world of social commerce necessitates the use of measurable metrics.
So, use your social media analytics to figure out what’s working and what isn’t.
Dive deeper into analytics to find new opportunities and determine which social commerce posts generate sales.
You can then tweak your strategy to make future posts more appealing to potential customers.
Data can also be used to inform the design and functionality of your social media assets.
For example, you can use Pinterest boards to serve as a product navigation tool for your audience.
Patagonia’s Pinterest board does an excellent job because its product pinboards are similar to the navigation on its website.
As a result, they create a similar experience for loyal customers while also attracting potential new customers.
Similarly, you must create a consistent brand experience in order for your audience to recognize you right away.
6. Simplify The Checkout Process
According to studies, mobile users abandon their carts at a rate of 85.65 percent higher than desktop users.
As a result, as buyers shift to smaller screens for everyday purchases, it’s critical to gain full support with a streamlined checkout process.
Social commerce is beneficial because it eliminates the drop-off points that lead to abandoned transactions.
Customers no longer need to create personal accounts to shop on your website.
Instead, they can use their social media profiles to complete the transaction quickly.
Instagram business accounts, such as Spearmint Baby, create shoppable posts with relevant information and pricing.
A catalog can contain up to 30 of your best-selling products (or link to corresponding product pages on your site if the items are not in the catalog).
Furthermore, brands can now host a Live Shopping event on nearly all social platforms.
During the stream, the company can discuss the product, answer questions, and even pin a product from the catalog on-screen.
Make the broadcast interactive and explain why this product is essential in their lives.
When they click on the product image, a keyword-rich description appears, which is detailed, catchy, and concise.
Customers can then easily purchase the item with a credit card or e-wallet without leaving the app.
Here’s an example of Hollister making use of Instagram Live Shopping.
First, the video in your list of Live Shopping videos is shown in the left photo.
(Hint: To see all of the Live IG Shopping, go to your Instagram’s shopping tab and scroll to the top until you see the Live category.)
Then you can watch the video, and finally, you can choose to “view products.”
7. Collaborate With Social Influencers
Finally, think about influencer marketing.
It is not a novel concept, but it can be optimized to increase your reach and social sales.
For example, when influencers use shoppable tags on Instagram, they direct potential buyers to your shop.
Because they can see a Live Story from an influencer promoting your product, this approach creates an engaging experience for your customers.
They can then make an Insta-purchase by clicking on a link.
With so many people paying attention to what influencers recommend, this is an excellent opportunity to broaden your audience.
Here’s influencer Alexa Anglin doing the same thing for Walmart.
In conclusion
Take a look at the brands mentioned above that are dominating the social commerce game – there’s no reason your company can’t do the same!
Follow these tips to make your brand stand out on social media and make it simple for customers to purchase through your brand’s social profiles.
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