According to Statista data, as of August 2019, “30% of US Internet users between the ages of 18 and 34 said they have purchased goods through social media.”
For online retailers, this information is crucial because Statista Millennials in the age group studied are extremely important groups of their attention, because their proportion of online shopping has reached a staggering 60%.
The significance of this data is that social media is not only a destination for posting content and increasing traffic, but also a powerful means of turning followers into customers.
Part of what makes social networking the main sales channel for e-commerce marketers is the large number of people integrating social networking platforms into their daily lives.
In fact, the social media usage data of the Pew Research Center shows that among American adults, 68% use Facebook, 35% use Instagram, 29% use Pinterest and 27% use it. Snapchat.
Therefore, social media marketing for e-commerce brands is a gold mine waiting to be tapped. Ready to learn how to increase social media sales? continue reading.
Top Social Media Platforms
The number of social media sites seems to be increasing every week. However, not all are the boon of retail. Having said that, the main factors that merchants can use to expand their e-commerce business are:
For almost every retailer, their audience is on Facebook. The company has 2.4 billion monthly active users, so the chance of not having a brand target audience on the platform is almost zero.
Facebook provides retailers with multiple options to achieve sales. With the help of the ability to create a “store” label on the business page, sellers can list a large number of products, allowing consumers to purchase products directly from Facebook.
For retailers, this is a completely free feature that can generate a lot of insights for clicks, views, purchases, and more content for each item. This doesn’t even mention other Facebook e-commerce features that can attract shoppers, such as fine positioning, tracking and advertising elements.
Instagram (owned by Facebook) is another huge sales opportunity for e-commerce companies, attracting more than 1 billion users. In addition, 59% of American millennials use the platform.
Instagram’s sales power stems from its image-centric nature. With features such as Shoppable Instagram posts, e-commerce retailers can tag products shown in images.
For example, if a model wears certain sunglasses sold on site, the merchant can mark the product, highlighting its name, price, and purchase link.
This is an essential feature for two reasons:
Prior to the Shoppable post, the only link that a brand can emphasize is in its bio section. Yotpo’s Instagram data shows that 30% of users bought the goods they saw on the platform.
Features such as Shoppable posts greatly simplify the buying process for Instagram sellers. Check out this in-depth list of Instagram-specific marketing tools that you can use to redouble your efforts.
Although the aforementioned platforms make Twitter look dwarfed, the company is still one of the largest online social networking sites. Pew Research social media data shows that in 2019, 22% of American adults use the platform, and 42% of them visit the site every day.
Although this seems to be a disadvantage, the impact of Twitter on retailers is that they can earn a few cents of clicks for the dollar. Since most e-commerce advertisements today are delivered through Google, Facebook and Amazon, there is less competition on Twitter, which reduces the cost of advertising.
Although Twitter may have a smaller audience than other platforms, 22% of adults in the country are not hesitating when they seek to increase traffic and sales.
LinkedIn is essentially the professional version of Facebook. LinkedIn has more than 575 million members and is an ideal platform for B2B organizations.
Although users can advertise on LinkedIn, a more effective strategy for this platform is to attract e-commerce traffic by setting up a group and providing relevant individuals with valuable information related to products or services.
Through this portal, sellers can provide suggestions, conduct webinars or similar activities, and may provide free samples or trial versions.
In other words, it is important to ensure that the business owner only invites relevant people to join a group and generates an appropriate name for the community to clearly communicate the current topic.
In addition, if the seller intends to actively develop their business on the site, it is important to modify the company’s LinkedIn profile to help others understand the brand and demonstrate industry authority.
Pinterest is another image-based platform. With more than 322 million monthly active users, Pinterest is an ideal place for e-commerce retailers to market their products.
This statement becomes very obvious when looking at Pinterest’s marketing statistics, which show that 40% of the platform’s users have an annual household income of $100,000.
In addition, these statistics also show that the average order value driven by Pinterest is $50, which is one of the highest orders of all social networking sites.
Snapchat was once a weaker of social media sites and has already won its place in the world’s most famous online destinations. For brands targeting younger audiences, Snapchat is its primary location, and the service can be advertised to 16.4 million users aged 12 to 17.
In terms of e-commerce features, the company launched various advertising options at the end of 2018, enabling retailers to highlight product lines and product catalogs, use pixel positioning, and take advantage of other important e-commerce-focused elements.
Why Social Media Is Important
If not obvious enough, social media has become an integral part of the omnichannel e-commerce marketing ecosystem. The reason for this is not only the huge influence these platforms have, but also the huge traffic and sales brought by these channels.
As eMarketer reported on the status of social e-commerce in 2019, “Social recommendations to retail e-commerce sites have increased by 110% in two years, surpassing all other recommendation channels.”
Because these sites have had a huge impact on online retailers, businesses must understand how to develop profitable strategies to take advantage of the sales power contained in each social network.