The days of brands using social platforms for mere hype are long gone. These platforms are racing to the forefront of driving awareness, facilitating transactions, and offering customer service. Here are some of the most effective features heating up the social media race.
According to Gartner L2’s report on social platforms and influencers, 66% of analyzed brands have adopted a social commerce feature within the past year. One of these features is both the most effective and the most simple: swiping up to link to different sites from Instagram Stories. In April and May 2018, 15% of stories posted by beauty brands incorporated the swipe up feature. The majority of these posts link to commerce; 78% to the brand site and 11% to an e-tailer. Within these brand site links, 64% are product pages, while 20% take a less optimized path by linking to a category landing page. By linking stories to commerce, brands are able to establish a direct connection between social content and commerce.
Though linking to commerce is the most common option, some customers might not be convinced to buy a product after seeing a few stories. Ten percent of links to brand sites send customers to guided selling features, such as articles or tutorials, boosting brand site content that may otherwise be hard to find. Other brands exhibit creativity in linking—SkinCeuticals links stories to a landing page offering free samples in exchange for user information.
Given that 76% of consumers end up buying a product they discover on a social media post, the growing importance of commerce features on social platforms is hard to overstate. Adopting these features is a given by now. With over half of analyzed brands adopting social commerce features, brands must not shy away from experimentation to stand apart.