In 2024 and beyond, user experience will be the star of the show when it comes to successful digital marketing.
Today’s consumers are busy people with many options competing for their attention, so the more seamless their shopping experience can be, the better.
Social media shopping is one of 2024’s hottest digital marketing trends for good reasons. Consumers love it because it’s easy and convenient, and brands are on board with it because it allows them to close sales without also having to lure customers away from the original point of discovery.
But what is social commerce, and how can brands use it to drive conversions? Here, we’ll define social e-commerce and explore what you need to know to master it.
Understanding Social Media Shopping
Although consumers in 2024 have numerous ways to shop for products they’re interested in, social media shopping is in a class by itself. People already spend an incredible amount of time on social media, so they’ll likely discover new products while browsing their news feeds.
They also love purchasing things they like without having to click away from the platform first. Last year, 68 percent of consumers said they’d completed at least one purchase via a social shopping interface. Around 98 percent plan to do the same this year, as well, making social media shopping an important consideration for marketers.
What is social media shopping?
Social media shopping is the practice of browsing, shopping for, and ultimately purchasing third-party products or services without the need to leave the platform.
The seamlessness social shopping brings to the table benefits all parties involved:
- Consumers like purchasing products they want without having to visit a third-party website first.
- Social media platforms like meeting user expectations while keeping them on-site.
- Businesses and brands love the opportunity to close a sale without asking the customer to take unnecessary extra steps.
Evolution of social commerce
Social shopping as we know it today has been huge since it began in 2019. However, the basic concept has been around for a long time – ever since 2005 when Yahoo Shoposphere introduced consumers to online product lists. Things picked up speed the following year when digital marketers first started making their way to top platforms like Facebook.
By 2007, Facebook’s user marketplace was operational and continued adding features and evolving over the years. By 2016, Instagram had joined the party with its product-tagging feature, and the rest is history.
Impact on consumer behavior
The fact that so many of people’s favorite social media platforms now double as social shopping sites represents a big shift in how consumers and brands interact. That’s impacted consumer behavior in the following ways:
- Social media marketing brings the power of social proof into play, making consumers more likely to buy products they see.
- Seamless e-commerce integration supports impulse shopping, raising the likelihood of a successful conversion.
- Modern shoppers love to engage directly with brands, and social shopping enhances this process.
- Built-in personalization features make it easier to provide appealing shopping opportunities for the right people at the right time.
The Role of Content in Social Media Shopping
Content will always be the X-factor that makes any digital marketing effort successful, including those designed to support social media shopping. Content helps shoppers make informed purchasing decisions, supports strong customer-brand connections, and can help showcase the unique appeal of a product.
But it’s important to realize that not just any content will do. It needs to be persuasive, engaging, and compelling to close sales and convert leads.
Importance of high-quality content
Online, your content makes that ever-important first impression. Low-quality content that’s poorly crafted or forgettable gives the impression that a brand doesn’t know how to connect with customers or care enough to learn. Shoppers may worry that the company’s products are equally subpar.
On the other hand, high-quality content that sparkles, entertains, and draws people in does the opposite. It helps people picture how incredible life could be if they gave in to the urge to complete that tempting purchase right now. It also inspires trust, raises brand awareness, and raises the likelihood of positive future interactions.
Creating engaging content
Need some starter tips for creating amazing content in support of your social media shopping campaigns? Here are a few to consider:
- Know who your target audience is – age, demographic, location, etc. Social media algorithms are highly accurate when it comes to serving up content to the right people.
- Cater to what you know your audience likes and make your content relevant. Include graphics, videos, and other visuals to help your content stand out.
- Optimize your posts for the platforms you use. Use trending keywords, hashtags, and topics.
- Have a clear plan of action when it comes to your social e-commerce campaigns. Ensure each post services your long-term business goals.
Introducing WriterAccess
One of the simplest, most effective ways to serve up social shopping content that drives conversions and wins the hearts of even the choosiest consumers is to leave the job to professionals. But it’s important to understand that not all professional content creators are the same.
For best results, always hire writers through an elite content creation platform that top businesses know they can trust. WriterAccess fully vets all its copywriters and creators before onboarding them into the talent pool, so you can rest assured that you’re connecting with the very best.
Effective Social Media Shopping Strategies
Once you’ve got the killer content you need to make a splash, it’s time to put it to work for you. Here are some key social shopping strategies to apply to your future campaigns.
Identifying target platforms
Successfully selling via social shopping interfaces is all about meeting your ideal customers where they live. Find out where your target audience spends most of their time, and sell your products on that social media platform.
Are you selling B2B products to other business owners? Include LinkedIn in your strategy. Marketing to younger customers and Gen Z consumers? Consider options they especially love, like TikTok or Instagram.
Optimization techniques
The stronger your brand’s social media presence, the more successful your social media shopping efforts will likely be. Ensure maximum visibility for your brand by fully optimizing your profile, incorporating relevant keywords into your bio, using the right hashtags, and engaging with your audience as often as possible.
Leveraging social shopping sites
Making the most of the features available on your favorite social shopping sites also helps support ongoing success.
- Convert content that features your products into shoppable media your customers can use to complete purchases.
- Learn to use and coordinate social shopping features to lend variety to your posts.
- Leverage social proof like testimonials and positive reviews to your advantage when it makes sense.
- Partner with influencers whose niches overlap with yours to access readily engaged audiences.
Exploring Social Media Shopping Trends
Staying on top of the latest news, trends, and developments is essential if you’re serious about succeeding with social shopping. Here are a few factors to consider.
Current trends
What’s hot in social shopping today? The following are some must-know examples:
- Adding dimension to experiences with augmented reality (AR)
- Incorporating TikTok into your ongoing strategies
- Using live streams and live shopping events to connect with customers
- Leveraging social media connectivity to offer improved customer service
- Encouraging user-generated content to provide social proof
- Being real, authentic, and relatable
Examples to get inspiration from
Are you curious how successful social commerce strategies look in action? Check out the following brands and get inspired:
- Cosmetics brand Charlotte Tilbury became a social shopping phenomenon in 2020 when it created a dynamic 3D digital store experience to engage eager shoppers.
- Ocean Spray went positively viral on TikTok when it partnered with popular influencer Nathan Apodaca to the tune of more than 13 million views.
- IKEA has mastered the art of using Pinterest to showcase how fantastic its furniture can look in shoppers’ homes by creating entire rooms and suggesting ideas with their products.
Future predictions
What’s next for the wide, wonderful world of social media shopping? Watch for live streaming and live shopping events to become even bigger. Short-form videos like reels will stay hot and become bigger parts of how brands sell on social media.
Top platforms like TikTok, Facebook, and Instagram will also continue introducing new features, so be prepared to learn. Think supercharged personalization, community shopping, etc.
Social Media Shopping Frequently Asked Questions (FAQs)
Have more questions about succeeding with social media shopping? The following FAQs have you covered.
What is social media shopping?
Social media shopping is any type of shopping interface that allows a social media user to complete a purchase without leaving the platform.
What is the future of social media shopping?
Personalized experiences that allow shoppers to connect with brands will be red-hot. Think live streams and other types of real-time events.
What do people buy on social media?
People can buy almost anything on social media, but popular options include clothing, media, app subscriptions, electronics, jewelry, and cosmetics.
Will online shopping continue to grow?
Online shopping, especially via social media, isn’t going anywhere anytime soon. It will continue to explode in the years to come and become more nuanced with even more options.
Which social media is best to sell?
That depends entirely on who your audience is. The best platforms to sell on will always be those where your target audience spends most of their time.
Conclusion
In 2024 and beyond, social media shopping is here to stay, so it’s in every marketer’s best interest to master it. Use the strategies and pointers from our guide to get started in the right direction, but don’t be afraid to innovate on your own. Creativity and authenticity are key when it comes to social commerce success.
Take the next steps today by signing up for your free 14-day WriterAccess trial. Connect with professional content creators and social media experts who can take the guesswork out of closing sales like a boss and bring your brand vision to life!
