SOCIAL COMMERCE CHANNEL EVALUATION - Social Commerce mini report #4
Each social media platform offers unique features and advantages in support of driving social commerce.
How do the most use social channels rate in terms of their potential for e-commerce?
Who wins the race to be the dominant player in combining social and ecommerce? - Facebook, Instagram, TikTok, Snap, Pinterest, YouTube ...Amazon?
𝗛𝗲𝗿𝗲’𝘀 𝗮 𝗾𝘂𝗶𝗰𝗸 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 𝗽𝗲𝗿 𝗺𝗮𝗷𝗼𝗿 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗳𝗿𝗼𝗺 𝗼𝘂𝗿 𝗹𝗮𝘁𝗲𝘀𝘁 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵:
📷 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺: Focus on visual storytelling. Leverage features like Stories and Reels for product discovery, while the Shop tab supports a seamless purchase journey. Engaging influencer partnerships are a must.
🎶 𝗧𝗶𝗸𝗧𝗼𝗸: Impulse buying is key. Short-form videos and viral trends create quick sales opportunities, but building long-term brand loyalty can be challenging. Collaborate with influencers to drive engagement.
📌 𝗣𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁: Users are actively looking for new ideas. Use shoppable pins and visually appealing content to turn product discovery into purchases. Pinterest excels in driving consideration and intent.
📺 𝗬𝗼𝘂𝗧𝘂𝗯𝗲: Build trust through long-form content. Tutorials, reviews, and deep-dive videos help influence deliberate purchase decisions. YouTube is the go-to for product validation.
👤 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸: Focus on targeting and retargeting. Despite rising ad costs, Facebook's extensive reach and personalized ad tools remain effective for deliberate, intent-based shopping.
🫰𝗦𝗻𝗮𝗽: Has been a pioneer, integrating AR/VR with social shopping. They have been very aggressive in rolling out novel, engaging features ahead of the pack, bringing China-like tactics to the US.
🛍️ 𝗔𝗺𝗮𝘇𝗼𝗻’𝘀 integration across social channels like Instagram and TikTok simplifies in-app shopping, helping overcome trust issues with native social purchases. Amazon is poised to play a MAJOR role in social commerce …and in the end, might walk away the master of the domain (despite its social media short-comings).
This is part of the Social Commerce on the Rise report series. Check out the other mini-reports that dive into different aspects of Social Commerce & brand strategy in the West (US).
DATA VISUALIZATION
AND DASHBOARDS
Totem works with a range of brands globally on business intelligence solutions.
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