7 tips on social commerce and who does it well

Selling products on social media platforms (also known as social commerce) has become a viable digital advertising strategy for e-commerce brands around the world.

With social commerce, you can leverage social media to engage with your target customers and encourage them to close the sale on their favorite apps without ever needing to visit your website.

It’s incredibly convenient, especially since 54% of internet traffic comes from mobile devices.

Check out the following social commerce best practices and examples of successful brands.

1. Know your audience profile

If you want the best engagement rates, you need to align your social commerce strategy with your brand’s message recipients (your target audience).

Getting to know your target social audience takes time and effort, but it makes a difference in conversions and sales.

It’s no secret that you can expect better results when you deliver the right message using the right platform to the right people.

Instead of just using the same posts on your website, be more intentional in choosing products and wordings that match your specific subset of social media customers.

Use analytics to stay informed about demographic and performance data to help you identify which products to list and how to position them.

For example, Target has created a fantastic browsing experience for its Instagram users by using smart listings based on hashtags and content engagement and constantly improving its product offerings.

Customers who click on a product on Instagram no longer leave the app to complete the sale.

2. Stay creative with your social storefront

People have already changed their shopping habits thanks to the pandemic.

Since most buyers now discover brands through social media, you need to rethink your social profiles as they serve as a digital showcase for your brand.

Keep in mind that you only have one chance to create a good impression.

Create a fantastic shopping experience because the vibe of your social media profile is just as important as the products you sell.

You can attract loyal customers by creating a winning customer experience backed by quality products.

For example, retail store The Tiny Tassel has a digital storefront through its Facebook store.

They created product pages specifically for Facebook with information such as style, material, and shipping details.

All of their ads provide value and build trust, which is key to attracting new customers to make their first purchase.

3. Plan consistent promotional posts

Creating promotional posts is a great way to share more product details, such as close-up product photos, short demos, and presentations.

You can even add links to your posts, which helps you:

  • Create better brand awareness.
  • meet more customer requests.
  • Simplify the purchase to treat.

Take this example from Ralph Lauren.

Notice how they use a combination of products to showcase their seasonal collection.

This strategy gives the customer a better idea of ​​how different products look when worn together (or layered).

4. Humanize your social media responses

One of the main reasons people reach out to brands on social media is for the immediate response. Social media makes it easy to connect if customers want more product information, order inquiries, or general questions. Instead of just giving a simple answer, you can:

  • Recommend a product.
  • Share a direct link to buy.
  • Offer a promo code to secure the sale.

This interaction is also an opportunity to show your brand personality and build trust with the customer.

All in all, it’s a win-win scenario because you’re providing exceptional customer service while potentially increasing your bottom line.

Here is an example of Vicidolls doing just that through their Instagram page.

5. Use Analytics to guide your strategy

Working in the dynamic world of social commerce requires traceable measurements.

So rely on your social media analytics to understand what works and what doesn’t.

Drilling deeper into the analytics, you’ll uncover new opportunities and gauge which social commerce posts are driving sales.

From there, you can adjust your strategy and make your future posts more appealing to potential customers.

You can also use data to guide the design and functionality of your social media assets.

For example, you can customize Pinterest boards to act as your product navigation tool for your audience.

Patagonia’s Pinterest board does a great job as its product display boards mimic its website navigation.

Thus, they create a similar feeling for loyal customers while attracting new potential customers.

Likewise, you need to create a cohesive brand experience to pave the way for instant recognition by your audience.

6. Streamline the checkout process

Studies show that mobile users have a higher cart abandonment rate than desktop users, at a whopping 85.65%.

Therefore, when shoppers move to smaller screens for their daily purchases, getting comprehensive support with a streamlined checkout process is essential.

Social commerce helps because it removes drop points that lead to abandoned transactions.

Now customers no longer need to create a personal account to shop on your site.

Instead, they can use their social media profiles for a seamless transaction.

Instagram business accounts like Spearmint Baby publish shoppable posts that provide relevant information and prices.

You can upload up to 30 of your best-selling products to a catalog (or link to the corresponding product pages on your site if the items are not in the catalog).

Additionally, brands can now host a Live Shopping event on almost any social platform.

Live Shopping allows the business to discuss the product, answer questions, and even pin a product from the catalog to the screen during the stream.

Make the broadcast interactive and let viewers know why this product is indispensable in their lives.

When they click on the product image, a keyword-rich description is displayed, which makes it detailed, eye-catching and concise.

From there, customers can easily purchase the item using a credit card or e-wallet without leaving the app.

Here’s an example of Hollister using IG Live Shopping.

First, the photo on the left shows the video in your Live Shopping video list.

(Index: To see all Live IG Shopping, visit the shopping tab on your Instagram, and at the top, scroll down until you see the Live category.)

Then you can click on the video, and finally you have the option to “view products”.

7. Collaborate with social influencers

Finally, consider influencer marketing.

It’s not a new concept, but you can leverage it to expand your reach and improve social selling.

For example, when influencers use buyable tags on IG, they drive potential buyers directly to your store.

This approach curates an engaging experience for your customers as they can see a live story from an influencer promoting your product.

Then, when they click on a link, they can make an Insta purchase.

With so many people following influencer recommendations, this is a perfect opportunity to grow your audience.

Here’s influencer Alexa Anglin doing just that for Walmart.

In conclusion

Take note of the brands mentioned above that are winning the social commerce game – there’s no reason your business can’t do the same!

Follow tips to stand out on social media and make it easier for customers to buy through your brand’s social profiles.

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Featured Image: fizkes/Shutterstock

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