The new social commerce levers: it's now!
The Social commerce is part of the more global context of e-commerce, with the following specificity: the act of purchase is carried out directly on a platform or a social network.
This can also include direct purchases from a social link or from a network store to a product page on the site. It should therefore be understood that the Social commerce (or Social Selling) is different from Social marketing through this act of direct purchase. The trend is increasing in Europe and the United States, where it is already an impressive phenomenon in China, Russia and various Asian countries.
What are the social networks and new levers to explore to complete your acquisition arsenal?
Surely you already operate Facebook, Instagram, Pinterest... in the form of sponsorship or a personalized store 100% designed to attract the attention of Internet users. New features are coming or are already installed to allow you to increase your sales via networks: do you know them?
- TikTok (organic, influence, Ads...)
TikTok is one of the fastest-growing platforms in the world. For e-retailers, it is a very interesting way to find new customers, strengthen the brand's reputation or promote products.The ideal is to start by familiarizing yourself with its codes and how it works by regularly posting content organically and by taking the time to follow accounts and content that work well.Then, several ways of doing things allow brands to do their best:
- Surfing on trends using hashtag features, sounds, which work just like hashtags (tap + on the mobile app, then “Sounds” and “TikTok Viral”)
- Investing in TikTok Ads : different objectives, investments and formats are available to you.
- Add the User Generated Content (UGC) to the content publication strategy, by (re) publishing on TikTok with relevant hashtags and trending sounds... and to optimize working time, why not use the UGC of your TikTok Ads?
- Investing in partnerships with TikTok creators and influencers La Creator Marketplace will help you find the right accounts for your target market.
Important point (summer 2022) concerning Live Shopping: for now, TikTok is holding back the development of its live shopping offer (Shop) in Europe and the United States.
YouTube shopping: focus on content creators
On July 19, 2022, YouTube announced its new partnership with Shopify to allow eligible content creators to use live shopping tools that will not only make it easier to monetize their accounts, but also for brands to consider new e-commerce partnerships.
Shopping made easy via Facebook Pay on Instagram (live chat)
After the Instagram Shops, the network belonging to META is accelerating again in the e-commerce segment with its chat payment functionality. This new option is rather reserved for SMEs and SMEs, for whom it allows them to easily accept payments, organize order tracking and exchange direct messages with their customers and prospects from the application. Consumers can directly pay securely via Facebook Pay.Let's wait and see what the future holds for the biggest e-commerce players in terms of opportunities!A small example of a journey:
© META
And you, where are you on the social commerce side? Share your feedback by leaving us your comment below!
And don't forget to measure the real impact of these acquisition campaigns thanks to Marketing Studio!
