Brands must leverage social platform features to boost ecommerce

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2022, 3:12 AM GMT+0

Social media platforms can help marketers naturally engage audiences with videos, livestreams, brand merchandise and product demos.

While it is important for ecommerce brands to establish their presence on social platforms, they must first understand that different social media features can serve different purposes. For instance, TikTok not only has the largest reach of social media, but its Shopping feature also allows brands to shoot and edit videos directly on the app. They can also upload product pictures, list the price, manage shipping and fulfilment all within the app.

Brands can also use the live streaming feature of Instagram and Facebook to engage with audiences directly and offer product demos. These platforms also let consumers view product prices and even purchases all within the app. On YouTube, along with creating longer videos, businesses can access the YouTube merch shelf to monetise their channel. Similarly, brands can even access the desktop analytics feature for YouTube ad analytics.

Pinterest, on the other hand, allows customers to tap on an advertised pin and head straight the product’s link. The platform can be particularly effective for conversions, given that consumers use Pinterest to find links to products and services they trust.

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