Towards the end of 2019, there were close to 5 billion internet users. A decade ago, there were fewer than one billion social media users worldwide. User growth like this is a key indicator as to the rise of alternative social networking platforms.
Consumers and marketers alike are always looking for the newest thing they can engage with. Consumers love social outreach and sharing. Marketers are enthralled by e-commerce trends and sharing. That said, there is a huge amount of content available to consumers on both social and retail platforms, and more alternative platforms are on the way.
Consumers’ online behavior leads to a marketing Möbius strip: growing consumer online activity leads to increased expectations, increased expectations leads to newer alternative social and retail platforms that are created to meet those expectations, this increases consumer activity, which leads to an increase in online activity and increased expectations, and on and on it goes.
When it comes to social e-commerce, the behavioral and experiential nature of consumers’ social and retail interactions has become more commonplace. Depending on the category, consumer expectations tend to grow within a range of 18 percent to 25 percent per year. Brands, however, are only able to keep up by about 5 percent to 7 percent. This creates a huge gap between what billions of internet users expect to see and what brands are able to deliver. In this article, we will explore social e-commerce and shoppable content tricks and tips.
Social Strategies for Shoppable
Consumers are always online. They shop online, share online, and learn online. In fact, online, consumers have access to almost everything. Questions can be answered with a quick search. Additionally, expectations are at such a place where people don’t want to search for something when they stumble across it online, they just want to be able to tap an image and have access to whatever it is they are seeking.
Shoppable content is this. The consumer simply taps an image, and then they know everything about the product. Business-to-consumer platforms like Twitter, Facebook, and Instagram, and business-to-business platforms like LinkedIn, are failing when it comes to meeting consumer expectations. However, they are also adopting or developing shoppable content that takes into account social e-commerce and shoppable strategies that will help them compete with sites like Amazon. With more pay-to-play platforms, engagement will become more problematic.
Alternative e-commerce platforms like TikTok will allow brands to engage consumers who are already migrating or planning to migrate from older platforms that do not meet their expectations like new platforms do. If marketing history has taught us anything, it’s that you don’t want to let your consumer down. There are plenty of options these days, and that means consumers are less likely to give social or retail sites a second chance. Consumers’ expectations will drive them to look for competitive options on alternative platforms, or, they will force brands to offer shoppable content along every touchpoint that brand uses to engage with the consumer.
TikTok uses ads that have a “shop now” button that is connected to user-generated content that redirects to a microsite. Instagram now has a program that lets retailers with Shopify embed point-of-sales items in their posts. You tap on an item, and the price comes up. Tap the price, additional product information pops up. Shopping is as simple as tapping on a link.
In a recent Pinterest poll, ninety-two percent of users said that they felt the platform helped them make purchasing decisions. These e-commerce trends have been felt around the web, with more and more platforms creating formats that allow consumers to make purchases in the creative posts. Consumers may have gone online just to share, but, with shoppable formats, they’re able to purchase something with the tap of a link.
Analytics should help retailers prioritize the products they want to make shoppable. Analytics will also allow marketers to find ways to blend social and retail, because things that broadly appeal to consumers are usually less specific than retail.
These days, engagement is all about emotion and awareness. These two concepts make something desirable, sociable, shareable, and shoppable.
If you are interested in learning more about shoppable posts, e-commerce trends, or implementing shoppable content within your own business, contact KitelyTech today. KitelyTech has a wide range of experience in the tech sector, and has a proven track record of working with entrepreneurs to make their business goals a reality.