What is Shoppable Social Media?
Remember the old days when you had to go out at brick-and-mortar shop to buy a product; or stand in a long queue outside a shop for your turn to come-in, or doing an exhaustive bargaining with the shopkeeper?
Well, Shoppable Social Media changed it all. No more going outside, or waiting, or bargaining with the noisy shopkeeper.
With the advent of smart web-enabled device, you can avail the services or buy products by just few clicks on it!
Now more than ever, people are shopping online rather than making a trip to their local store for many reasons. Mainly, it’s easy, and you can shop from the safety of your home and the comfort of your own couch. From Instagram, to the popular Facebook, our favorite platforms are making Shoppable Social Media easier than ever with even more ways to purchase.
Before proceeding further, you might want to know what exactly is Social Media.
Shoppable Social Media features available on each platform
1. Facebook & Instagram
Facebook and Instagram both have shoppable features like product tags. With tagged products, users will be taken directly to information about an item tagged in a social post by linking to a product catalog.
Facebook Shops allows brands to create a customizable collection to showcase products making an easy social commerce experience for the consumer.
It is a “discovery-oriented” shopping experience that users access via the “Shop” tab. This can be set up from your Facebook Business page and customized using Commerce Manager.
Note: You would want to create a Commerce account in Commerce Manager before getting started.
Just like Facebook Shops, Shops on Instagram is a native shopping experience for consumers. With shopping ads on the brand’s profile, in Feed, or in Stories, users can complete their purchases using the in-app browser or through Instagram Checkout without even leaving the app.
Both—Facebook and Instagram Shops—are customizable, easy to set up, and help brands reach new and existing customers with shopping intent.
Pinterest is another favorite shoppable social media among consumers of all ages; espcially the young ones. Business profiles can create shoppable Product Pins that contain pricing information, availability, and product information.
Moreover, Pinterest recently added new tools for social e-commerce, including a new merchant storefront profile which allows business profiles to transform their shop tab into a storefront with featured in-stock products organized by category, featured product groups, and dynamically-created recommendations.
YouTube has always been a giant in its approach when it comes to e-commerce. Now, it is stepping up its social e-commerce game by adding a more shoppable ad format.
This new format makes videos more shoppable by expanding the CTA (Call To Action) buttons on video ads to drive traffic to specific product pages. By syncing your Google Merchant Center feed to the ads, this format will create a browsable display of your featured products.
Snapchat, another favorite app, has distinctive approach and has a couple of different options for shopping. As a business, you can create a Product Catalog with the products available on your site. With a Product Catalog, you can create shoppable Product Catalog Ads. These can be either Story Ads, Single Image, Video, or Collection Ads.
Collection Ads allow brands to feature a series of products in tappable tiles that allow Snapchatters to browse and buy directly from the app. Single Image or Video Ads allow users to swipe up to one location or product on your site. Story Ads appear as a branded tile in Snapchat’s Discover section. These will showcase 3-20 images or videos.
The reach of Shoppable Social Media
Gone are the days when people were dependent only on an e-commerce websites to sell or buy their services or products. With the advent of different social media, sellers and buyers have lots of options to choose from.
You might not be browsing social media to buy anything, but there are many app users, for example, those on Instagram, are often looking for things to buy. In fact, 75 percent of people on Instagram act on advertisements they see on the social media platform.
The businesses are taking advantage of this purchase readiness by creating shoppable Instagram and Facebook posts. When you create these posts, you give your consumers a place to go, to find, and purchase the products and services they need.
If consumers find what they need on your shoppable posts often enough, they may begin to check out your social media first, before looking elsewhere for what they need. With carefully created images, videos, GIFs for your products or services, you can build a following that enjoys and takes advantage of your specific brand offerings.
Shoppable posts allow businesses to garner more data
A business without data is as dead as a living-being without food!
It is the data which drives many digital marketers to make their digital marketing decisions. The more data you have as a business, the better marketing choices you can make. Shoppable posts benefit businesses because they provide more source of information regarding those companies’ target audiences.
For instance, when you create shoppable social media posts, you can see which consumers click through and make purchases. You can then assess the click-through rates of your posts for the specific product or service. In this way, you can see which products are more popular among the consumers. You can even assess which images, videos, and narratives are most effective at attracting consumers.
After analyzing the gathered data, you can create even a better shoppable social media posts. For instance, if you find that certain products are most popular, you can create more shoppable social media posts about those types of items. Over time, you can create a social media presence that is focused on the images and products that standout from the crowd and speak most powerfully to your audiences.
Still hungry for the knowledge? You might want to know about Different types of Social Media here.