3 Tips for social commerce success

Social media commerce is an integral part of any commerce strategy. The discovery of brands and products through social media has skyrocketed in recent years, as “29% of consumers find out about new brands/products via social media ads”. Beyond SEO, brands should be looking to improve traffic to their ecommerce channels with an integrated social media commerce strategy.

Just as TikTok trends come and go, social commerce trends can evolve rapidly. Social media channels can update their algorithms and alter the discovery of brand, whilst consumer behaviors can shift just as flippantly. However, we’ve observed some key trends that have continued to stand the test of time. With minor shifts in strategy and content approaches, brands can leverage entertaining content, take on a multi-platformed approach, and invest the creator economy to maximize their social commerce success.

Think entertainment first, commerce second

Entertainment has become an integral part of social media. With the rise in video content, consumers flock to social media channels to catch up on their favorite influencer’s day-in-the-life, scroll through product hauls, or comment on the most recent viral TikTok trend. Whilst social media platforms have invested heavily in creating seamless s-commerce experiences for consumers, shopping is merely an afterthought when compared to the entertainment-factor.

Brands must create entirely unique strategies for their social channels, compared to their ecommerce or traditional retail platforms. Social media content should entice consumers in through their primary objective: to be entertained. By bringing a healthy dose of entertainment to consumers, brands can build engagement and loyalty. This can then be built upon to drive successful commerce strategies and sales.

For brands to be both entertaining and commerce-drive, their content must be:

Authentic to the brand

Inauthenticity can be detected by consumers instantly. Where the lines between brand and social media user have become blurred, many brands have been criticized for jumping on TikTok trends which either don’t suit the brand or are published long after the trend has already gone stale.

In the same way product placement in a movie can either be extremely jarring to watch, marrying entertainment with sales needs to blend perfectly so as to not alienate consumers. Content must make sense to the brand so that product can be seamlessly integrated into the entertainment.

Tailored to cultural needs and local audiences

Entertainment doesn’t just mean watching one reel or following one TikTok series. Brands need to be thinking holistically about the communities they are creating through their content. Just as a movie-fandom or book club keeps reviving the original franchise, a social media community can boost loyalty and ultimately sales.

Social media platforms are continuously developing new ways for brands to connect with their users. Instagram recently released broadcast channels which allowed brands to share messages with consumers within a private group. Not only are brands using this as an opportunity to share sneak-peeks of products with their customers, but also gain feedback and reward the most loyal consumers. Brands can use these lines of connection to generate advocacy for their products.

Social media algorithms like TikTok do push content onto the global stage. Whilst this has its perks, brands should still consider their specific target audience when you’re creating a community. In APAC, this can mean creating smaller pockets of communities with local languages and geo-gated, tailored content.

Learn each social media platform’s intricacies

Not all social platforms are created equal, especially when it comes to social commerce. Instagram has given its users the ability to link products to through their platform for years. Meanwhile TikTok has also introduced ‘TikTok Shop’ where vendors to sell their products directly through the platform. Understanding which platform works within your commerce requirements and ecommerce integration is key.

Whether generating buzz through organic content or driving traffic through paid media, content must be native to each platform. Each platform will have their own best practices and nuances to learn. Audiences are likely to be discerning and dismissive of brands who don’t take the time to understand what content truly resonates on each platform. Taking it slow and steady will allow brands to build highly engaged audiences from the start. Rather than adopting a one-size-fits-all approach to social commerce, it’s important to take the time to understand each platform fully. Even if that means rolling out on only one or two social platforms to start with.

Invest in the creator economy

While influencers were valuable to brands’ marketing strategies before, they will now be integral to driving social commerce success. Choosing to partner with macro or micro influencers who align with your brand will drive awareness, engagement, and loyalty among key consumers.

With the immediate and live nature of many social commerce platforms, leveraging influencers with vast and engaged audiences will ensure brands are reaching the right audiences when hosting their social shopping events. Brands should look to explore different formats and partnerships with creators. For example, live streaming, which has taken off in China especially with eight in ten online shoppers having already purchased products via live streaming, utilizes specialized influencers to showcase products rapidly in real time. These kinds of formats can be extremely effective when the campaign is combined with a shopping festival such as 11.11 / Singles Day.

 In addition to creators, customers can also be a brand’s best advocate. User Generated Content (UGC) has become a huge factor in social media’s rise as an entertainment platform but has also diversified the way users view brands. A brand’s own profile might not be the first time a consumer encounters that brand on the app. A community-based social commerce strategy that is tuned into its audience should enable brand advocacy from its own customers. These consumer-brand ambassadors can create a loyalty loop that feeds itself, with UGC that promotes products on behalf of the brand.

Get in touch with Tag today to discuss how we can help you optimize your social commerce strategy.