Shopping
from local stores and Malls has gradually become old-school when top brands
facilitate buying online in association with aggregators like Amazon. After
that, small businesses (due to cut-throat competition) also dive into the
online market to sell what they have in physical stores. Then comes the next
level marketing strategy which you might know as 'Shoppable Content'.
'Shoppable
Content' is nothing but another social and cost-effective way to drive sales
up. How? As it is evident that social media is approachable to everyone
everywhere, so why can't it be a medium to sell out your products? And when
there are people to sell, there would surely be a group of people who buy!
Alone in the USA, the graph of sales from social media accounts is expected to
cross 100 Million Dollars in the next 2 years or so.
Shoppable
content is a blend of a social post into a product marketing Ad on social
media. Shoppable marketing has become a new tactic for online marketers to
explore, share, and engage more audiences than ever before.
Let us
dig into the details of Shoppable content and talk about its nuts and bolts.
What is Shoppable Content?
Recent
research in this regard says that 70%+ businesses, small or big, are utilizing
social media platforms to increase their sales graph. This idea of selling
directly from social media is heeded these days. Shortly, this is expected to
increase further. Apart from that, making payments through social media is also
effortless. Be it credit card, Debit card, COD, everything is acceptable as a
payment gateway. As per the chief of Scanteam, Many countries also accept
cryptocurrency as a payment method.
Shoppable
content is any post, video, image, text, or visuals shared on social media like
Facebook, Instagram, or TikTok, which is curated as a product/service marketing
Ad. When a consumer likes any of the product or services, it takes them to the
buying window of the business right from the App or website without signing out
from there.
Today
almost everyone between 15 to 65 years old is present actively on social media.
So, you see this is quite a huge number for brands and businesses to reach out
to their target audiences.
This is
not only fruitful for businesses but consumers are also loving this new
shopping venue. Shoppable content enables the consumer to save the time it
takes them to reach the purchase page from the product description page. As the
time invested in browsing products earlier is now utilized in the shopping
experience, shoppable content turns out to be more user-friendly, and
result-driven.
Benefits of Shoppable
Content
You might
not know who lives next to your door but the person may be friends with you on
Facebook. This is the power of social media. And now businesses are using it
well to drive sales high. This is also noticeable from the Instagram report
that over 130 Million users showed their interest
in shopping right from their social media account. Shoppable content is a great
way to offer informative shopping to consumers at their fingertips. Read on to
know more benefits of shoppable content.
Cutting Down
The Lengthy Buying Process
The core
idea of shoppable marketing is to unify the 'Point of Inspiration to Sales' and
the 'Point of Sales'. Nothing could be a more straightway to hit the consumers'
buying inspiration than on social accounts. Because people might not regularly
check new additions on shopping websites but they never miss out on scrolling
through their social accounts repeatedly. So product discovery becomes easy.
So, the
process of buying is simplified for the consumers. It is just that they have
seen something while scrolling the social updates, they liked it, hit the 'Buy
Now' button, pay, and it's a purchase! As simple as that. No delays, No long
purchase formalities.
Customer Ease
The
theory of 'Consumer Satisfaction is Priority' has already been established so
far and is being followed by businesses to raise sales figures. Shoppable
marketing is nothing but the evolution of the said theory keeping in mind the
increasing social media presence of shoppers around the world.
So the
goal is to reach out to the customers where they are. Potential customers are
easily found on social media now and then. And it's easy to offer them what
they want at their convenience. Ultimately, it enhances the customer experience
without making them entangled in so many purchasing customs.
Improve
Conversion Rates
To hit
the consumer at the right time is not effective marketing. But to create that
right time for the consumer and then serve your products is what marketing is
all about. Social space provides leverage of personalization that converts
leads into customers. Also for businesses, calculating and analyzing statistics
is very easy.
We can
suggest to you 3 key techniques that are being used by brands to better the
ROI,
Partnering
Target
your audience by making alliances with social media influencers. More
specifically you may link up with a niche and small influencers for root
exposure.
Create Engaging Content
Show what
consumers want to see and hear from you. Tell them your success stories,
product reviews, past ratings, live events, statistics, engage them well, and
inspire them to buy. This will be more significant after the pandemic.
Selection of Products
'What the
customer wants' becomes easy to identify following their social media
footsteps. And this in turn makes the selection of products to display on
social media no longer any ambiguity. So, businesses display only those
products that the customer is interested in. In addition, customers will get
only selected products.
Data-Driven
In the
digital world, Data is always useful years long. These are just numbers but
help greatly in decision making and are amazing to analyze the trends and work
accordingly. Shoppable content also makes data collection facile which
emphasizes collecting data to fix the flaws and appreciate the wows.
According
to author Michelle Thomas , Social media provides a wide scope of data analysis to anticipate
future trends. Past patterns of consumers, hashtags used in posts, social media
insights, etc all these areas provide data based on which the selection of
products by the businesses become precise. Also, this data-driven approach is
fruitful in the mutual benefit of consumers and businesses. For influencers, it
is a win-win situation.
Conclusion
Advanced
Technology and affordable internet have changed the scenario of eCommerce. From
online shopping to Shoppable Content, everything is revolutionized. And this
revolution is in the favor of both businesses and buyers around the corner of
the world. Brands are getting their potential consumers whereas consumers are
happy to get rid of the hefty process of purchasing from shopping websites.
Shoppable
marketing is just the inception of next-level marketing and there is a lot more
to see in this direction. Already the graph of sales is going up for Sellers
while it shows significant changes in the buying habits of consumers. It will
be interesting what will be the next big update from the eCommerce sector.