A new survey by UserTesting has found that social media drives shopping for 68% of users int he UK, with 20% shopping weekly and 47% monthly. Undoubtedly, social media is one of the most important customer engagement tools available to businesses today. With that being said, here are five social commerce strategies that can boost sales in 2024.
1. Utilise User-Generated Content
Encourage customers to share photos and reviews of your products on social media platforms. This not only builds trust with potential buyers but also creates a sense of community around your brand.
A recent example of a brand successfully utilising user-generated content is the “Share a Coke” campaign by Coca-Cola. As part of the campaign, the company launched a social media initiative encouraging customers to share photos of personalised Coke bottles with their names on them using the hashtag #ShareACoke on platforms like Instagram, Twitter, and Facebook.The campaign saw a significant increase in engagement, with thousands of users posting their photos and stories, thus reinforcing brand loyalty and attracting new customers
2. Offer Exclusive Promotions
Create special discounts or deals that are only available to your social media followers. This will incentivise customers to make a purchase and also help increase your social media following.
A recent example of a brand successfully using exclusive promotions on social media is Sephora’s “Beauty Insider Appreciation Week” on their Instagram account. Sephora offered exclusive discounts and early access to new products to their Instagram followers who are part of the Beauty Insider programme. For one week, Sephora posted unique promo codes and flash sales only available to their social media followers, strategy that incentivised followers to make purchases but also significantly boosted Sephora’s social media following as more users wanted access to the exclusive deals and insider perks.
3. Collaborate with Influencers
Partnering with influencers in your industry can help expand your reach and introduce your products to a new audience. Choose influencers whose values align with your brand to ensure authenticity.
A recent example of a brand successfully collaborating with influencers is the partnership between the skincare brand CeraVe and skincare influencer Hyram Yarbro. Hyram, known for his expertise in skincare and his large following, shared his personal skincare routine using CeraVe products. He emphasized the brand’s values of affordability and dermatological efficacy, aligning with his own advocacy for accessible and effective skincare. This collaboration helped CeraVe reach a broader audience, particularly among younger consumers, and boosted the brand’s credibility and sales.
4. Implement Shoppable Posts
Make it easy for customers to purchase products directly from your social media posts by using shoppable tags or links. This streamlines the buying process and reduces the chances of customers abandoning their purchase.
A recent example of a brand successfully using shoppable posts is Nike’s “Air Max Day” campaign on Instagram. In March, Nike celebrated Air Max Day by posting a series of shoppable Instagram posts featuring the latest Air Max shoes. Each post included shoppable tags, allowing users to click directly on the image and be taken to the product page to complete their purchase. This streamlined the buying process, making it easy for customers to buy directly from their social media feed.
5. Engage with your Audience
Respond to comments, messages, and reviews on social media in a timely manner. Building a strong relationship with your customers will increase loyalty and encourage repeat purchases.
For example, Emirates Airlines launched a campaign promoting their new premium economy class. The airline actively responded to comments, messages, and reviews on their Instagram posts showcasing the new class features. They answered questions about the amenities, provided booking information, and thanked customers for their feedback. Emirates also engaged with followers by liking and replying to their posts about their experiences flying with the airline. This timely and personalised engagement helped build a strong relationship with their customers, increasing loyalty and encouraging repeat bookings.
