Trending Direct Shopping from Social Media Platforms
But is it successful for all?
The latest research coming in is showing that 80%* of all online shopping is coming from social media platforms that offer seamless and direct shopping experiences.
What are the implications of these findings for business owners?
It is seen that people increasingly prefer to buy directly from the Instagram shop, Facebook shop, and verified merchant programs on Pinterest. The underlying reason for this trend is the ease of shopping, with a lesser number of steps involved in the process. Instead of the visitors being sent to the website, setting up their account, adding payment details, and then making the purchase, direct shopping on the platform gives an instantaneous possession experience.
This is a great way to sell, especially for local businesses that can tie up with delivery partners like Swiggy Genie.
This is especially true in the case of impulse purchases like low-cost clothing, makeup, accessories, cosmetics, or aspirational products like candles, scents, and handbags.
Low involvement products typically sell most - when there is a lesser number of steps involved in the purchase, it is more likely the purchase to happen. Beauty brands fall in the impulsive purchase sales or low involvement sales - where customers are lured by temptation or desire created by the brand’s image.
Research has shown that cosmetics, low-cost clothes, candles and scented products sell most when there are fewer steps involved in the purchase process.w
This means that selling directly from an Instagram Shop or Facebook shop would be useful for these product sellers.
If you are a small business owner that is selling fast-moving products, you require simultaneously holding the clients’ attention, generating interest, and creating desire - all in one step.
Your social media posts or shops must be equipped to handle this rapid transition model.
- Posts that grab attention need to be loud or disruptive enough to make the scrolling finger slow down.
-Next, they must give out a promise or a claim that simply is too interesting to be ignored.
-And finally, the display of products or needs-resolution should be magnified to generate an instant urge to own the product or the service.
If you work with professional marketers and creative people, they would know how to make a post that short-circuits the buying funnel and get your sales directly from the social media platforms.
But, as I asked above, is it successful for all? Should all business owners jump to creating the Instagram shop?
Most B2B markets are high involvement, where the clients need to know more about how you are going to deliver the product or service, what your after-sales support would like, and how soon or later would they be needing to upgrade. For this, Instagram shops or Facebook shops, of course, may not work so well. It is best to send B2B customers to your website, which contains authentic and detailed information about your product or service, your company and its track records, and testimonials from past customers. Even for B2B businesses, Facebook is emerging as a platform to reckon with, as the average Facebook user age has steadily increased to include people at higher levels of their carriers. In any case, you would do well if you have a well-functioning, easily navigable, and completely transparent website that allows your buyer to make an informed decision.
*Research was taken from LinkedIn Course on Social Media Marketing Trends [https://www.linkedin.com/learning/social-media-marketing-trends/adoption-of-social-shopping-will-increase?autoAdvance=true&autoSkip=false&autoplay=true&resume=false]
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