In today’s day and age, most (if not all) direct-to-consumer businesses use social media to drive awareness and ultimately convert followers into customers. Instead of directing followers to websites, apps like Instagram and TikTok are allowing brands to bring their shops to the app, by providing tools and resources to create shoppable content. Shoppable content is a digital asset that allows users to purchase products directly from a social media post or leads the customer to the exact product page on the company’s website. Shoppable content can make a huge difference in a brand’s social media strategy.
Static shoppable posts are one of the most common forms of shoppable social media content. These posts consist of product tags that users can click on to take them to the product page within the platform or directly to the store’s website to complete the transaction. Shoppable static posts are a great way to drive conversions without disrupting a user’s browsing session. Brands can use influencers to their advantage by sharing shoppable posts with influencer content to better gain customers’ trust. Instagram also created a feature where influencers can tag products on their own posts. This feature can help brands reach new audiences and can further increase sales.
Social media advertisements are a great way to attract new customers along with returning ones. All major social media platforms allow ads, it’s just a matter of choosing the right one. Because brands are already posting on their social channels, they have an idea of the posts that resonate most with their followers. Same goes for influencer content. These high-performing posts can then be used as advertisements, either as brand ads or whitelisted content, while incorporating the capabilities of shoppable content.
Livestream shopping allows viewers to interact with hosts in real-time through comments, likes, polls, and more. Many mainstream platforms have invested money and resources in improving their livestream capabilities. Instagram is currently testing a new Live Producer Tool that allows creators to stream from their desktops through third-party platforms. When this new feature becomes available to the public, users will be able to create more professional-looking livestreams and with more advanced features. Amazon and Walmart have even created their own livestream platforms and have invited influencers to host these events. Livestream commerce is a wonderful option to increase traffic and conversion, as it creates a sense of urgency through exclusive deals and real-time information.
Social shopping is one of the best ways for businesses to drive lower funnel results. Shoppable posts enhance the shopping experience, as customers no longer need to go through an extensive research process to find products. Most people use social media to find inspiration and product recommendations, which makes them ready to shop and easy to convert into customers. Shoppable content also has upper funnel benefits. Effective social media marketing relies on social proof, so by partnering with influencers to create shoppable content, brands can increase their awareness and brand loyalty. Social shopping allows businesses to have more direct access to consumer preferences, which will help with their future marketing strategies.
Written By: Madison Byrd, Influencer Marketing Intern