Exploring the Impact and Potential of Social Commerce: Essential Insights from Marketers’ Survey Results
As the human world continues to orbit the digital cosmos more closely year by year, social commerce has come to hold an ever-increasing gravitational pull on businesses and brands. Not long ago, a survey was conducted with an impressive sample size of 512 social media marketers, unravelling the potential of social commerce tools such as active community engagement and user-generated content (UGC).
With an impressive turnout of 87%, this growing effectiveness of social commerce is an unignorable trend. This upward spiral in online shopping habits is mainly due to the prolonged global pandemic that has confined people to their homes, redefining their buying habits. This transformative phase has led to an increase in sales through social media compared to the previous year.
Having said that, brands need to keep in mind that social selling doesn’t just restrict to Instagram, Facebook, or Pinterest. In this age of precision, it is equally crucial for brands to have access to a platform that allows them to target their audience directly. Indeed, this technique’s effectiveness can be gleaned from the fact that over half of social sellers have reported advantages in terms of audience reach through social commerce.
In the world of digital marketing, content is quite certainly the king. As such, the power of User-Generated Content (UGC) has surfaced as an effective tool broadening brands’ horizons. With the right promotional strategies, brands can utilize UGC to engage in active community interactions. And let us not forget that in this world where algorithms have begun to rule, these ‘pull-marketing’ methods go beyond traditional means in extending a brand’s reach.
Interestingly, the survey further reveals that social selling doesn’t replace other channels but rather complements them. Around 94% of social sellers also use their websites or third-party online marketplaces in addition to social selling. This diverse approach to selling is a testament to the versatility of social commerce and its ability to optimize and fuel sales strategies with consistent returns on investment (ROI).
If you are a marketer who hasn’t yet delved into the world of social commerce, it’s high time you don your research goggles. Ponder over the insights derived from this revealing survey and consider integrating social commerce into your sales strategy.
Finally, we would love to hear about your experiences with social commerce. Have you embraced it? What impact has it had on your sales? Share your thoughts and let’s get the conversation started. With collective learning, we can surely make the most of this exciting trend that is social commerce.
‘Til then, keep selling!
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.