75% of all U.S. consumers actively shopping online and 65% of these shoppers indicate they always start with Amazon. The Internet has become a central destination for those seeking the ultimate options in variety, value, and availability. Knowing also that approximately 86% of consumers 18 and older are likely to engage with one of the major social media platforms on a daily basis, it makes perfect sense that one of the most powerful influencers of an e-commerce site today is social media. Let’s dive into the impact of social media on e-commerce brands.
#1: Personalization
E-commerce brands can identify habits of individual social media users to create more targeted advertising campaigns. For instance, by collecting data points like search queries, social behaviors, geographic location, purchase history, and demographic customer segmentation, brands can better align themselves with the interests of their buying audience. These data points can also help brands create customized social media and e-commerce messaging that resonates with their target audience.
#2: Real-Time Surveys
Surveys are used in various ways for social e-commerce. They help to gather information about social media users that can positively affect how a user moves through the sales funnel. If you’re not sure how customers are responding to a particular product, ask! Loyal customers will feel like they have a voice in part of the decision-making process of the brand. Take action based on the social e-commerce information you receive.
#3: User-Generated Content (UGC)
UGC includes photos, video clips, and other digital displays that demonstrate an individual’s affinity for a certain brand or product line. Social media offers the easiest and most accessible means for consumers to post photos and video. Studies have shown UGC photos are 5X more likely to convert customers versus non-UGC. It is becoming nearly impossible to find a contemporary e-commerce brand that doesn’t integrate UGC in some way. When you have a product that is popular, word-of-(digital)-mouth is one of your most valuable assets.
#4: Mobile Optimization
Just 7% of domestic bank customers used an online banking platform in 2010 vs. 41% of customers in 2017. And the number of people who are making the digital dash is growing by the minute. The thing is, the pendulum is shifting more and more to online mobile platforms, especially when it comes to retail, which just happens to be the interface of choice for the majority of social media devotees today. E-commerce brands must optimize their entire shopping experience to cater to those who shop on their phones or tablets. This includes optimizing and updating social media profiles with product links and sales information on a regular basis.
#5: Influencers
Believe in the power of the influencer. This can be a micro-influencer with just a handful of followers or a famous individual who invites millions of eyes. People not advertisements, are the influencers today. The impact of a social media platform offers the easiest access portal to the inner lives of today’s most influential individuals. E-commerce brands must partner with influencers who are authentic while representing their respective brands in a positive light.
Social media can ignite serious visibility for virtually any e-commerce brand, provided the appropriate strategic elements are put into play.
