Interactive shopping experience
On social media, users get product recommendations from their friends, show off new purchases to their followers, and read reviews of your products in the comments from other customers.
They can interact directly with your brand in comments or through DMs to get questions answered or build relationships through friendly exchanges.
This all supports an enjoyable shopping experience.
Your customers are already using social media to shop
With a $1.2 trillion growth trajectory, more of your customers are going to be using social media to discover and buy their new favorite product. But there’s already a huge opportunity for social commerce as a revenue stream.
On Instagram, 80% of people use the platform to help them make a purchase decision. And 46% of people said they’d made a purchase after seeing a product or service on Instagram — whether online or offline. With a more streamlined purchase journey, there’s an opportunity to win more of those customers with social commerce.
It’s how to reach millennials and Gen Z
Of social media users aged 16-34 in 2021, 50.7% made a purchase on Facebook, and 47.4% made purchases on Instagram.
DTC brand Blume has cracked the code on connecting with Gen Z on social media. In an interview with Buffer, Brand and Community Manager at Blume Janice Cheng said, “Gen Zers are conscious (smart) consumers and the most connected generation ever. Growing up with social media, they want transparency, community, and look for brands that align with their values.”
Brands that can tap into shared values with younger consumers on social media can build trust, leading to new fans for your brand and ultimately loyal customers.
Levels up your cross-channel efforts
Today’s brands need to be everywhere their customers are. Every touchpoint you have with your customers helps build trust and loyalty. That means a diversity of communication channels to build relationships — including email, social, and SMS — and multiple ways to shop, such as your website, brick-and-mortar shops, and social platforms.
Social commerce tactics for big brands to employ from the DTC playbook
DTC brands have social commerce dialed in. Use these tried-and-true strategies that lead DTC brands to success.
Prioritize your most popular, low-cost merchandise
You don’t need to add all your products to your social media shop. Prioritize the products people can impulse buy, not the ones with a long consideration time. Categories that tend to do well include apparel and accessories, cosmetics, electronics, and home decor.
Social media is a fast-paced platform — users pause to double-tap a picture and move on in seconds. So the products you feature on social need to grab their attention and convert to purchase quickly. Test various products to see what works.
Automate customer service with a chatbot
A customer getting a quick response to their questions can make a difference in closing the sale. Use an AI chatbot to automate answers to your most frequently asked questions to help a customer complete checkout and direct more complicated questions to a team member who can help.
Partner with influencers to increase your reach
Authenticity is essential for consumers today.
Content created by influencers has a more organic feel. Photos and videos might be shot on a phone or at home rather than at a production studio. And influencers speak more casually compared to a brand’s well-crafted marketing language. So engaging with an influencer’s content can often feel like getting a recommendation from a friend. Followers trust an influencer’s judgment and reviews. And the homemade feel of the content is relatable, so social media users can see themselves using your product.
Data from Later shows that influencers with fewer followers on Instagram have higher engagement rates. So it’s worth finding the right balance for your brand of influencers with more reach but lower engagement and smaller influencers with more engagement.