“New Social Commerce Tools Can Boost Businesses This Holiday Season” by Thibaud Clément via Total Retail

“New Social Commerce Tools Can Boost Businesses This Holiday Season” by Thibaud Clément via Total Retail

A breadth of new social commerce tools and features will make shopping online this holiday season look very different from years past. Throughout the past year, e-commerce has seen an enormous boom fueled by physical retail limitations and closures caused by the COVID-19 pandemic. During this time, businesses have sought innovative ways to connect with customers through online experiences, and the growth of social commerce has played a key role in facilitating those efforts. Major social platforms, including Instagram and Twitter, are pushing new features to facilitate commerce directly within their platforms. For businesses to get the most out of their social media presence, they should be familiar with how each of these new tools, from integrated shopping posts to live shopping, can help grow their business this holiday season. Take Advantage of Social Commerce Social commerce provides some significant advantages compared to other methods of online retailing. For example, social media allows businesses to test how consumers will react to certain products or campaigns before having to spend a single dollar on ads. We can observe the successful use of social commerce in action by looking at Facebook’s ecosystem. Facebook Shops allows businesses to set up stores within both Facebook and Instagram. By following this route, companies can avoid redirecting consumers towards other websites, which can often distract or dissuade potential customers from completing their purchases. The seamless social commerce process provides consumers with a complete shopping experience integrated into their existing social media activities. This makes for a shopping experience that’s both easier and more personal for consumers, leading to increased sales. Social commerce makes the online...
“Facebook rides into Tokyo Games with new skateboarding campaign” by Kendra Clark via The Drum

“Facebook rides into Tokyo Games with new skateboarding campaign” by Kendra Clark via The Drum

Just four days before the official kick-off of the Tokyo Summer Olympics, Facebook has launched a new global ad campaign that showcases stories of how Facebook communities and technologies have helped bring together passionate skateboarders and skateboarding fans from across the globe — and advanced the sport itself. Facebook has today unveiled a new multichannel global ad campaign that aims to help people “change the game” with its platform and technologies. To run during NBC’s coverage of the 2021 Olympic Games in Tokyo, the spot celebrates Facebook’s vibrant skateboarding communities. This is the first year that skateboarding will be included in the Olympic Games. Brought to life by agency Droga5, the multi-app campaign includes creative for Facebook, Instagram, Facebook Blue App and Oculus. There are a total of four films, including one directed by pop-R&B icon FKA Twigs. “Facebook is proud to celebrate skateboarding and its athletes around the world, as the sport takes the global stage in Tokyo for the first time,” said Andrew Stirk, Facebook’s vice president of global company marketing, in a statement today. “Skateboarding is a grassroots sport and culture, centered around connection and community. This work celebrates the authentic stories of skaters using our platforms to find each other, broaden the culture, and push the sport forward.” Skateboarders and skateboarding fans have a notable presence across Facebook platforms. More than 34 million users follow skateboarding creators on Instagram, while Facebook is home to skateboarding groups and communities with over 5.7 million users. Ahead of the summer Olympics — which represents a major milestone for the sport — Facebook recognizes an opportunity to engage these...
“8 tips and tricks to improve your retail store marketing – If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Here are some strategies that help you generate more leads.” via Podium (BRA Supporting Vendor Partner)

“8 tips and tricks to improve your retail store marketing – If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Here are some strategies that help you generate more leads.” via Podium (BRA Supporting Vendor Partner)

The world we live in is consumer driven and constantly changing. Enticing customers to your retail store with traditional marketing methods (or even online) is growing harder every year. Not only do 51% of Americans prefer to shop online, COVID-19 has moved many shoppers out of in-person store experiences and into their mobile devices for their retail needs.  If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Check out these tips and tricks to attract more customers and improve your sales:  1. Use content marketing. Content marketing is the organic (rather than paid or promoted) use of social media to reach customers through the content you produce. 75% of consumers will increase their spending with a brand they follow on social media. Content marketing costs 62% less and generates 3x as many leads as traditional marketing.   Ideas for content should stem from problems or challenges your customers face and offer solutions they can implement fairly easily. A recipe blog or how-to videos or other content are great ways to connect with potential prospects and offer value at the same time. Great content marketing positions your brand (and your local store) as an expert in your industry and area.   2. Add product videos to your website. Video content tends to be more memorable, engaging, and shareable than other types of content. Nearly two-thirds of customers prefer watching a short video to learn about a product or service. 84% of consumers say they’ve been convinced to buy a product or service by watching a brand’s video.  In addition to conveying helpful information, videos increase the time customers spend on your website and directly impact sales and positive...
“‘We’re no longer a photo-sharing app,’ says head of Instagram” by Tatiana Walk-Morris via Retail Dive

“‘We’re no longer a photo-sharing app,’ says head of Instagram” by Tatiana Walk-Morris via Retail Dive

Dive Brief: As multiple social media platforms adapt to shifting user habits, Adam Mosseri, head of Instagram, recently announced that the app is pivoting away from being primarily a photo-sharing app. Instead, the platform will enhance its features in four key areas: creators, video, shopping and messaging, Mosseri said a week ago in a video. During the video, Mosseri noted that the COVID-19 pandemic “accelerated the shift of commerce from offline to online by a number of years, and we’re trying to lean into that trend” through its shopping features. Dive Insight: In his video announcement, Mosseri cited the success of competitors like TikTok, YouTube and smaller platforms as part of the reason for focusing more on video. In the coming months, the social network will be experimenting with recommendations — starting with sharing content to consumers, even from accounts they’re not following, based on the topics they’re interested in, he said.  “People are looking to Instagram to be entertained, there’s stiff competition and there’s more to do. Then we have to embrace that. And that means change,” Mosseri said in the video.  Instagram has taken its cues from other platforms like TikTok and Clubhouse, the audio social media app. Clubhouse, founded in early 2020, features live audio chat rooms and recently launched a direct payment tool for collecting tips from users. Similarly, Instagram launched its rooms feature in March to let up to four users chat live with one another simultaneously. Last month, Instagram also unveiled features to help creators monetize their audience.  Meanwhile, TikTok teamed up with Shopify last Fall to introduce e-commerce tools on the app. Instagram debuted its Shopping in Reels feature in December to let sellers...
“4 Best Practices for Creating a Social Commerce Experience That Converts” by Elise Stieferman via Total Retail

“4 Best Practices for Creating a Social Commerce Experience That Converts” by Elise Stieferman via Total Retail

Online shopping received a serious bump in 2020. So did its offshoot, social commerce. In fact, among the strongest trends in the e-commerce industry, making purchases from social platforms seems to be the one to watch due to its projected year-over-year sales bump of 35 percent. It only makes sense that people would start using social media to not only find and explore items, but also to buy them. After all, social platforms such as Snapchat and TikTok have taken on a digital “hangout” role, especially for younger audiences. Being able to snag a deal without leaving a favored platform removes barriers and increases convenience. Social commerce isn’t just attractive because it’s easy for consumers, though. It’s also exciting because it can replicate the feelings elicited during in-store shopping — but virtually. Consumers can interact with brands in real time through likes, comments, direct messages (DMs) and chatbots. They can also share their “finds” with followers, creating opportunities for retailers to enjoy organic cross-pollination. From the retailer’s perspective, social commercemakes just as much sense — particularly for companies in tangible product categories like electronics, apparel, home decorations, jewelry, and cosmetics. Why? The business basically has a built-in pipeline to consumers without the need for a physical location. Additionally, most brands already have a social presence. Therefore, adding social e-commerce into the mix by using Facebook Shops, Instagram Shops, or a third-party integration doesn’t involve a giant leap or learning curve. Related story: The Power of Social Media, Video and Storytelling for Two Blind Brothers Crafting Your Own Social Commerce Strategy Nevertheless, brands shouldn’t underestimate the need to map out their social...