Social commerce lets consumers purchase products directly within the social network.
Pivoting to social commerce during the pandemic can help tie audience engagement on social media with actual sales. Brands need to start linking their owned media with the reach, engagement and simplified purchase experience that social media provides.
With social media platforms already gearing for social commerce, marketers need to start plotting customer journeys that moves users from the product discovery to making purchases. Understanding audience personas and building customised campaigns around their personas can help brands properly leverage social commerce. They also need to understand which social platform is a natural fit for them and their target demographics.
Brands also need to develop customised marketing strategies for different social media platforms. The strategies should encapsulate gaining customer attention and offering platform-exclusive deals to achieve the best results with social commerce.
[5 minute read]