Helping your business support consumers shopping on social

Social platforms have evolved, and selling has become an active function to capture shoppers - particularly millennials. Consumers can now buy directly from the likes of Instagram, Facebook and Pinterest - and do so in increasing numbers. sCommerce will soon make up a significant proportion of ecommerce growth, with around 90 million people a month already tapping Instagram posts to reveal shopping tags.

More and more people are discovering and finding products on social - and for the youngest demographic, it is the most important channel for this part of the journey, with 49% of consumers aged 16-24 using it, according to our latest independent research. This makes it a vital route for brands not merely to connect with their customers, but to sell to them too.

Five steps to great social commerce

1. Use influencers for aspiration. Choosing the right partner with the right positioning on the right platform will help accelerate brand awareness within social commerce.

2. Unleash user generated content. UGC is a goldmine for brands. Harnessing its power promotes community collaboration and peer feedback, helping engage customers and inspire purchasing.

3. Provide shoppable content. Give people something to buy! Even if most social networks don't yet offer true sCommerce, brands and retailers should dive in head first with products people can click to purchase.

4. Don't treat social separately from commerce. Ensure your social strategy has commerce goals. Then, get in quick, test and learn, and build expertise.

5. Take a platform-specific approach. Optimise content for different platforms with differentiated yet consistent messaging to capture the attention of your audience.

It's now vital for retailers looking to reach a wider audience to drive sales and growth that they're not only engaging with these audiences via social, but also enabling them to purchase on social platforms too.

Chloe Cox

Commerce Consultant, Wunderman Thompson Commerce

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