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How to Leverage Social Media for E-Commerce

By: Tran Nguyen

Picture this: it’s a quiet Wednesday night, and you’re sitting on your old couch scrolling through Instagram. You see a brand you follow post a newer, cuter couch, reminding you that you’ve been meaning to replace this one for a while.

Even better? You tap on it and get a link to where you can buy it. Yep, it’s that easy.

The future of e-commerce is social shopping, and the future is now. 

What is social shopping?

Social shopping is a form of e-commerce in which technology is used to recreate the social interactions that take place in brick-and-mortar stores, allowing consumers’ shopping experiences to be shared through a social network of friends and trusted brands. 

The idea is that shoppers are heavily influenced by the purchases and recommendations of those they trust, including real-life contacts and influencers.

Many social media platforms, such as Instagram and Pinterest, are harnessing the power of social shopping by incorporating e-commerce into their main features. Shoppable posts on such platforms will include product tags or some form of a “Shop Now” call-to-action button to encourage users to make purchases.

Why is social shopping important? 

Harnessing online platforms can help your business reach a number of potential consumers your small business won’t want to miss out on. With 87 percent of people citing social media as an important factor in helping them make their buying decisions, the appeal of these sites is obvious. 

Specifically on Instagram, the platform’s effective boost of its “Shop” feature has resulted in major business opportunities for retailers. Sixty percent of Instagram users reported using the social network to discover new products and 75 percent took action after seeing a post of a product. 

Word of mouth has commonly been regarded as the most prestigious advertising medium, as it has to be earned. Now, with most words traveling through social networks and owned media, brands have the opportunity to synthesize their marketing and retail efforts.

How can I use social media to grow my e-commerce brand?

When it comes to optimizing your brand for social shopping, here are a few best practices:

  • Educate followers on your products and use social media as an opportunity to talk with them, not just at them.
  • Share positive reviews of your products — good reviews can increase conversions by 133 percent for mobile shoppers. 
  • Become familiar with the platform-specific shopping features in order to optimize all aspects.

1893 Brand Studio’s Campaigns Team is ready to help you build a social media presence that not only stands out in the age of digital, but generates sales. Visit our Social Media Marketing and Campaigns pages to learn more.