Recently, you must have noticed that every other brand is innovating with their marketing strategy. While some brands sell themselves through Instagram stories other brands use affiliated influencer marketing to spread a good word about their products and services.
Social media plays a very important role in any marketing strategy these days. Even the E-Commerce industry doesn’t lack behind. A new concept- “Social Commerce” is stirring buzz these days and helping brands to amplify their revenues.
Come, let’s learn all about Social Commerce, its benefits, and how major brands are driving sales for their business using Social Commerce.
What Is Social Commerce?
Social commerce is a term comprising of two individually different terms i.e. Social and Commerce. To understand the meaning of it, we need to understand the sense of these terms individually with the perspective of commerce.
The term ‘Social’ is very explicit and leaves us an idea of any social media network, which is correct.
Now, the other term ‘Commerce’ is somehow clear and gives a subtle feel of something relevant to the e-commerce things. This would be right if you sensed it in the same way.
Social commerce is something pursuing an e-commerce business through social media networks.
But why? What made this method of using social media networks for e-commerce grow or become essential to grow rapidly? How deep are the grass root levels of this strategy exist?
Well, nothing takes a birth without a cause.
Social commerce is all about giving or gaining acceleration to an e-commerce business by using the strength of social media networks.
Aparently, if we have the largest ever possible crowd in a single platform, then it is social media. Thus, using an over dense platform as an efficient marketing strategy isn’t a bad thing.
Benefits of Social commerce:
Using Social commerce as a mid-way can benefit you in (numerous) ways-
- Affiliate marketing benefits
Affiliate marketing is one of the latest trends in digital marketing and is accounting for the humongous rise in the advertising world through it. It is all about redirecting the user towards e-commerce websites through a CTA (call to action).
It is kind of a proportional commission which potentially depends on how much traffic your website has. The more the traffic, the more redirections and so your benefits from affiliation will be.
- Embedding option (for redirecting)
Embedding the targetable post into your social media network for better engagement is a part of strategy nowadays.
Instagram would be the best example of this as it gives you an option to embed your posts to your website and convert them into shoppable Instagram posts.
Like Instagram; Facebook and other networks also allow you to perform embedding on a deeper level and allow your viewers to get transformed into visitors.
- Growth in SERP
Redirections are the most crucial thing in social commerce. As it not only accommodates in leveraging the e-commerce engagement but also helps in raising the organic search result rankings.
Redirections through backlinks help in raising the domain authority of a website through do-follow and takes it higher in SERP.
- Easy analytics through social media network inbuilt insights
One might require an analytics tool to evaluate the performances throughout the day, but not in case of social commerce as social media networks nowadays have their insights.
It gets easy to evaluate per day of insights through their in-built analytics and insight tools.
In fact, many social media networks allow even to check the traffic routed directly or directed through any backlink.
- Customer Loyalty and retention
Customer loyalty majorly depends on the genuineness of reviews and user-generated content has always proved itself better in engaging and promising for commerce especially. The reviews and content we find in social commerce are already utilized, but that is the plus side as we get to see the genuine side of the product after being used by someone else.
Campaigns run by commerce giants:
- ASOS (#ASSEENONME)
Asos is a renowned fashion retailer that became famous with this hashtag and campaign run on Instagram.
Moreover, it became alive throughout the year and continued for more than 4 years with an individual Instagram account for the specific hashtag.
The strategy used in the campaign was not rocket-science but a usual one which most of the campaigns follow.
The Strategy includes a hashtag which the brand asks its followers to use and upload an image of themselves and offers gift hampers and vouchers to the randomly selected fan.
- TOMS (#without shoes)
Toms is a California-based shoe making company that ran a campaign in a similar manner but with an emotional touch. They played smart and managed to find that emotional things are more liked by the public.
Thus, they not only made it a promotional campaign but also managed to build goodwill by appealing to spread awareness and use the hashtag, against which they would donate a shoe pair to a shoe-less child. And it went crazily popular with many celebrity involvements including Patti Stanger.
Their analysis revealed that emotionally energized campaigns are 31% more effective than the usual ones. No doubt, a smart play. As humans are naturally emotional.
- Glossier (#glossier pink)
The fashion and cosmetics giant Glossier made it big through a single product that is a Lipstick shade. They are known for the specific pink shade which is like nowhere else to be found.
Additionally, they have adopted a very broad set of approaches into their campaigns by sharing not only their product-related posts but every possible thing to a common man/woman in a daily routine like skin-suggestions, etc.
Doing so, made them friendly with the public and popular simultaneously.
As a result, the brand got popular at such a level that people have started to share anything that is similar to the pink shade of Glossier, irrespective of whomsoever that product is related to.
- Pink Lily Boutique (#pink lily style)
The fashion brand has implemented the same strategy of the giveaway with the use of the hashtag and a picture wearing the same brand.
The Brand has got more than 2,00,000 of followers through the campaign only and is serving today more than 25,000 visitors with more than 600 orders a day.
Apparently, the videos are the most engaging marketing media. And the firm has gone for the same with the making of videos having models representing the only clothes of the brand itself. Kate spade through this strategy is believed to have mastered the social commerce concept of shoppable videos.
- Dollar Shave Club
The razor subscription played wise and intelligent by spreading knowledgeable content through their campaign.
They asked compulsive questions that are equally acceptable and important to think about like ‘what do you choose? Either to stand or sit to urinate? With reason.
The strategy is to throw some content that can keep the viewer or a reader engaged and compile him to think of, indirectly making the brand memorable through it.
Over To You:
So, this was a holistic explanation of the rising trend of the marketing industry- Social Commerce. It is a great way to boost your brand awareness among your target audience and drive conversions.
So, what’s still holding you back? Learn from the above-mentioned examples and start planning your own Social Commerce Marketing Strategy and see your business grow amazingly!
Alicia Moore: Alicia Moore is a digital marketer and a profound technical writer having an analytical view of digital marketing trends. Helping eCommerce businesses to maximize ROI with the latest eCommerce trends and strategies.