Facebook and Instagram, owned by Meta, have been paving the way for social commerce in recent years. Both platforms have created the option for brands to construct online storefronts, AKA Shops, where consumers can browse and ultimately purchase products directly within Facebook or Instagram.
Last June, Pinterest also launched an additional social commerce feature called Shopping List. This newer feature automatically saves a user’s product pins into a central hub so when the time comes to make a purchase, the pinner can have easy access. In the Shopping List, users can see the price of the product, reviews, and pinners also get a notification if an item in their Shopping List drops in price.
“Product feeds are the foundation for so many social commerce opportunities like dynamic product ads, product tags, collection ads, and live shopping. Successful merchants deliver rich, optimized up-to-date product info to each social platform as frequently as possible. Timely price and availability updates are essential low-hanging fruit–you don’t want to spend money or time on ads that incorrectly promote higher prices and out-of-stock products. Once you have the basics covered, you should invest internally or work with a partner to explore more advanced product feed strategy like A/B testing the product titles/images used in your ads or using performance-based product data feed labels to set up ad sets and campaigns.” The trend of brands embracing social commerce will undoubtedly carry into the post-pandemic world. In fact, we’re already seeing it on the rise with retail social commerce sales in the U.S. expected to reach .64 billion by 2025. With more consumers utilizing social media as part of their daily routines, integrating shoppable experiences directly within an app is a no-brainer. The ultimate goal is to eliminate any friction in the buying process, and incorporating social commerce into your marketing strategy allows you to do just that.
What is social commerce?
We’re interested to see how this experiment takes flight and if Twitter will incorporate more shopping features into their platform in the future. Check out Twitter’s most recent blog for more info on Twitter Shops.
Many social commerce experiences are currently available through organic content on these platforms, but paid opportunities — like the ability to buy directly from paid posts on Instagram — are also on the rise.
Social commerce vs. ecommerce
Did you know that 75% of weekly Pinterest users say they’re always shopping? Pinterest users are highly engaged and often start their shopping journey on the app. It’s an excellent hub for finding inspiration, but it’s also an amazing place to purchase products with their updated social commerce integrations.
Why is social commerce important?
There are more consumers on social media than ever before and social commerce helps create a seamless experience that is unique compared to traditional ecommerce. The opportunity for marketers to see significant ROI in the social commerce space is there, and the time to take advantage of this growing medium is now.
TikTok may be the newer kid on the block when it comes to social platforms, but with its growing popularity, the app is not lagging far behind when it comes to social commerce. This fall, TikTok announced the expansion of their shopping capabilities which includes live shopping, product tagging, storefronts, and more. TikTok noted that this update would feature “a suite of solutions, features, and advertising tools that empowers brands and merchants to meaningfully engage with their customers.”
Brands such as e.l.f. saw big wins in recent years to the rise in TikTok engagement. e.l.f. Cosmetics partnered with Tinuiti in late 2019—shortly after we worked with the vegan beauty brand to create an integrated strategy across the social platform ecosystem.
- Facebook has roughly 1.9 billion daily active users
- 70% of shoppers are looking to Instagram for their next purchase
- About 37% of shoppers say they’ve made a purchase on social media
- Pinterest users utilizing the app’s shopping features increased 60% from last year
The updates directly from TikTok included:
Highlights: Eastern Standard Provisions wanted to strengthen the insights powering its ad campaigns so it could continue to increase brand awareness and sales as the ads ecosystem evolves. According to the case study released by Facebook, “the brand tested the implementation of the Facebook Conversions API, a secure integration tool that allows advertisers to share their data directly from their server, instead of through a browser. The first campaign used the Facebook pixel only, while the second campaign used the Facebook pixel and the Conversions API. Running catalog sales campaigns and conversion campaigns, the team applied dynamic ads, auto advanced matching, simplified account structure, campaign budget optimization, and automatic placements” (Source).
Check out Jane’s final results (Source)…
Snapchat recently reported that “Snapchatters are now engaging with AR more than 6 billion times per day, and 93% of them are interested in using AR for shopping.” And in January, the company revealed a new shopping lens where users can swipe through multiple products in one place. They noted that users will “see details on pricing, color, sizing, and similar items, right from the retailer. Lenses from Ulta Beauty & MAC Cosmetics are the first to use this new capability and in the coming months, Snapchatters will be able to shop using even more of these lenses made by brands they love.”
Additional shopping features from Pinterest include (Source):
Top social commerce platforms
Meta (Facebook + Instagram)
Snapchat reported the following results…