Social commerce is now an integral part of most brand marketing strategies. With more than half of users turning to social media for product research and 71 per cent more likely to purchase based on social media recommendations, its influence is undeniable.
The social shopping market in the Middle East reflects this trend, as it’s projected to expand at 33 per cent annually over the next five years, making it one of the fastest-growing regions in the world.
However, as the attention span shortens, capturing consumers’ interest is more challenging than ever. How can you make your content shoppable and connect with your audience on a new level?
Understanding the platform and tools for shoppable content
Shoppable content enables consumers to make purchases without leaving the app. Think of Instagram’s Shop feature or TikTok’s in-app shopping experience – both allow users to buy directly.
It’s important to understand the key differences between the multitude of online platforms:
- TikTok: Appeals to younger audiences, with lower cost per mille and easier campaign launches. While brand awareness campaigns thrive here, integrating promotional codes may limit reach
- Instagram: Although it has a higher cost per view compared to TikTok, Instagram offers a more mature audience with better-established shopping habits. The platform supports integrated links, promo codes, and cross-promotion with influencers and other brands
- YouTube: Ideal for in-depth product demonstrations through influencer collaborations, with a wide range of formats to highlight product features. Links and promo codes can be added to descriptions
- Pinterest. A hub for inspiration, Pinterest has the potential for significant organic reach without paid promotion as it allows for shoppable content with integrated links
To apply these tools in practice, one must consider the following. Brands can leverage TikTok’s partnership with Shopify for seamless integration. Additionally, forInstagram Shop, tagging products in posts makes them clickable for instant purchases. YouTube’s shoppable ads can be interacted with by placing product links in video descriptions. Finally, on Pinterest, pins can be created with embedded product links.
Create visually appealing and truly interactive content
Successful shoppable content comes in various forms. These include creating emotionally triggering videos, or ones that include product demonstrations.
Humanise your brand by sharing stories that resonate with your audience. For instance, a video where someone shares the challenges of long-distance friendship or the joy of receiving flowers for different occasions can help the viewers connect with your brand.
Showcase your products in action to help consumers see their value.
Engage your audience with eye-catching edits to encourage repeat views. Begin with a captivating opening frame to immediately grab viewers’ attention. Use popular trends, such as ‘product/outfit transformations.’ Even if the content is promotional or educational – like a guide on placing an order – dynamic videos with engaging editing tend to keep the audience hooked from start to finish.
Leverage user-generated content (UGC)
UGC boosts trust and authenticity, with 50 per cent of TikTok users admitting that product reviews and recommendations on social media noticeably influence their spending behaviour.
Encourage customers to create UGC by offering incentives, and integrate these into your ad campaigns. Storytelling and unboxing videos tend to perform best. Additionally, monitoring brand mentions can help you engage with your customers on a deeper level.
Keep in mind that platforms vary and there’s no ‘one size fits all’: UGC performs better on TikTok where users value natural, real-life content. Instagram audience, on the other hand, favours aesthetically pleasing videos with high-quality visuals and good lighting.
Optimise the shoppable content experience
Ensure a seamless process for your customers, from clicking on the product to completing the purchase. Remember: the fewer steps in the buying journey, the better the conversion rate.
Best practices for customer experience optimisation:
Single-click purchases: Implement one-click checkout where possible to make the purchase process super-quick
Built-in content pop-ups: Use popups or sidebars in videos that allow users to view product details without leaving the content
By leveraging the right tools, crafting engaging and visually compelling content, and providing a seamless shopping experience, you can not only tap into the growing potential of social commerce but also enhance your brand’s visibility, engagement, and long-term success.
By Irina Tatarinova, Brand Director at Flowwow.
