人们的商店在2020年发生了巨大变化。在过去的五年中，品牌和消费者的电子商务采用的增长缓慢。根据eMarketer社交推荐流量to retail commerce sites grew 110% between 2019 and 2017 — the pandemic accelerated this trend big time. By some estimates, during the first three months of the pandemic, there was10 years worth of ecommerce and digital adoption。
一夜之间,社交商务成为了必需品consumers who had to get more creative about shopping — and the brands hoping to earn their business. In response to the increased demand, commerce-only platforms like Amazon have adopted social functionality, while social platforms are providing a more direct line to purchase.
这种商业和社交媒体的融合给品牌带来了新的挑战和机会，并将有影响力的人变成了守门人，将品牌与依靠可信赖来源建议的在线购物者联系起来。
在不断变化的社会商业环境中获胜的5种方法：
资料来源：openinfluence
不断变化的社会商业景观
大流行并不完全负责商业与社会的融合。可以说，中国在电子商务采用方面比美国和其他西方国家领先几年，我们在Facebook，Instagram和Tiktok等平台上看到的许多功能都存在于中国平台上。188滚球地址实际上，在2019年，社会贸易占中国零售额的10％，预计到2023年增长到14％。
By contrast, US social commerce is expected to account for just 7.8% of retail sales by 2024.
在大多数情况下，美国的社会贸易是一系列“买入”按钮和市场实验，几乎没有受到关注。但是在2019年，事情似乎转弯了，而且更大的数字贸易的微型趋势开始在美国扎根。根据2019年的数据，通过Facebook销售了1英寸的4个企业主，超过40％的商人使用社交媒体来产生销售，而超过55％的购物者通过社交媒体进行购买。
Facebookand Amazon were early leaders in the社会贸易太空，在2019年启动Instagram结帐和亚马逊现场直播。多年来，Instagram进行了各种社交购物实验。Instagram结帐的有限推出使品牌可以将其帐户转变为数字店面，用户可以在不离开应用程序的情况下进行购买。Amazon Live并不是电子商务巨头首次涉足社会贸易，而只是最近的一次。这项最新努力以现场直播的QVC风格购物体验，有影响力的人作为主持人。
尽管大流行并没有激发社会商业趋势，但它肯定会加速采用，这使得社会贸易成为零售商和消费者的必要性，而2020年，社会贸易在美国成为主流。现在有一场军备竞赛，例如Pinterest，Facebo188滚球地址ok，Snapchat和Tiktok等平台都启动了各种功能，目的是创造无缝的社交购物体验。
Instagramis a powerhouse among social networking platforms with the highest engagement, a growing user base, and perhaps some of the most mature social commerce features. Not only is Instagram the platform of choice for fashion, beauty, and lifestyle brands, it is arguably one of the first networks to give rise to influencer marketing. In order to help brands leverage the network to drive sales and ROI, Instagram began allowing qualified brands and creators to create shoppable posts in 2017. While this early feature sent traffic directly to business websites, the new Checkout feature enables in-app purchases. Now Instagram is testing a Live shopping feature in China and Korea, where brands can tag products in a Livestream and users can click to learn more and purchase — all while watching the show.
Source:TechCrunch.com
Facebook商店已经在进行中。当大流行袭来时，Facebook快速追踪了该开发项目，并于5月推出，其目的是帮助企业和购物者适应新的数字现实。除了使企业直接通过应用程序销售产品外，商店还集成到Instagram结帐中，并提供给所有合格的美国企业和创作者。我们可能会期望看到在不久的将来，商店在整个Facebook的应用程序家族中推出。实际上，Facebook已经在嘲笑Shops for WhatsApp。
资料来源：Facebook
信任和验证是推动在线购物者购买的两个最重要因素。这就是Pinterest为品牌提供的Verified Merchant Program。The program gives retailers who meet transparency and customer service standards with a blue checkmark of trust. with additional authority, enables product discovery. Verified merchants can also open a Pinterest Shop and product pins are discoverable when users search for ideas, recommendations, and inspiration. Unlike other networks that work to keep users in the app, Pinterest drives traffic to retail sites. Since launching its new Catalogue feature,零售推荐流量来自Pinterest的增加了一倍以上。
来源：Pinterest
TikTok + Shopify
Tiktok于2019年底开始通过品牌视频中的可购物链接来测试社交贸易；5月，创作者也可以使用此功能。10月，Tiktok通过与Shopify合作启用应用内购买，加深了对社会贸易的投资。Tiktok/Shopify合作伙伴关系为品牌和创作者打开了大门，通过集成的购物体验将病毒视频平台获利。
资料来源：Shopify
Snapchat
Snapchat可以被认为是社交购物的先驱。多媒体消息传递应用程序开始在2018年与亚马逊和Shopify建立合作伙伴关系，以及为有影响力的人，出版商和品牌提供土著商务的工具。这是从滑动和购买功能开始的，后来在2019年升级到应用内店面。现在，Snapchat正在尝试AR体验，品牌可以提供虚拟弹出式商店，用户可以“尝试”商品，而无需参观过商品。商店。
新的复杂性带来了挑战和机遇
社会贸易生态系统的复杂性日益增加意味着没有简单或奇异的途径。但是，这种不断发展的景观充满了敏捷品牌的新机会，这些品牌深入挖掘，拥抱复杂性，并意识到这一新现实使营销比以往任何时候都更加核心。这也需要认真对待了解他们的客户，如何联系他们以及他们发现品牌或产品的所有方式。
Before social commerce was reserved for experimental early adopters and digital-native brands, but the events of 2020 have turned social commerce into a necessity. Now there’s an urgency in this emerging space, and an opportunity for brands able to move first and fast, and to learn the platforms before your competitors catch on. There’s also a lot less noise for brands in early ecosystems, so becoming an early adopter is an opportunity to take a larger share of the market before it gets saturated.
Of course, some brands are more poised to take advantage of these opportunities than others. D2C brands are particularly well-positioned because of their digital-first, ecommerce-based nature. In addition to understanding ecommerce better than brands just entering the space, social commerce is already built into their business models.
另一个小组良好地利用社会贸易爆炸的爆炸是了解如何与影响者合作的公司。有影响力的人是促使社会贸易促进社会贸易的信任和验证引擎，它们是任何社会商业战略的基石。
影响者：社会贸易的关键
影响者一直是社会贸易的重要组成部分。随着每一个实验和发展社会贸易的发展，影响者都证明自己是企业和品牌的宝贵合作伙伴。随着消费者涌向他们的数字网络以寻找最佳产品和服务，有影响力的人是创造性的守门人，他们拥有信任，验证和相关性的关键，可在线推动销售。
While many platforms only offered social commerce features to brands at first, most have since opened these features to creators, allowing influencers to create shoppable posts where users can checkout in the app. Amazon Live might not be possible were it not for influencers who are the hosts and anchoring personalities for a new-generation of live-streamed home shopping shows. Tiktok has created an entire influencer marketplace connecting brands with top creators on the platform. These creators are sharing video content about everything you can imagine, and there’s a big opportunity for brands to partner with these influencers for promotion.
Just like social commerce has become a necessity, influencer marketing has also become a necessary piece of the digital marketing mix. Make no mistake, brands who think they don’t need to work with influencers are excluding an incredibly important piece of the digital marketing equation and limiting their ability to compete in this emerging social commerce space. From higher acquisition costs, lower organic reach, and poor performance on paid ads, brands that fail to use influencers will find success extremely difficult and elusive.
对于适应社会商业必要性以及已建立的电子商务参与者的品牌和企业，有机会利用影响者提供的信任和验证。付费社会广告的上升和增强影响者内容的性能是进一步的证据表明，信任和验证影响者提供的可以以品牌内容不可能的方式推动销售。如果您不利用有影响力的人作为验证来源，即使是付费广告，您也可能正在运行横幅广告 - 当今的消费者只是将其视为噪音。
So what can brands and businesses do to set themselves up for success in today’s social commerce landscape? Here are seven things to consider as you develop your social commerce strategy.
1. Understand your customers.了解您的客户一直是成功营销的重要方面。现在，它比以往任何时候都重要。当今数字商务现实中的品牌，企业和营销人员需要更加熟悉客户的习惯：他们使用的渠道，遵循哪些影响者以及他们消耗的内容。了解您的客户使您能够故意与客户在哪里见面，以及更具战略性的对您使用的平台的战略性。188滚球地址
2. Turn your customers into advocates.社会商业的兴起意味着所有商业都是社会的。在线消费者不仅依靠社交媒体影响者for product recommendations, they also read reviews. That makes your customers your nano-influencers. Embrace the reality that all commerce is social commerce and encourage your customers to leave reviews and find ways to turn them into advocates.
3.采用全光谱有影响力的方法。Remember, it’s trust that drives validation, not size, so避免陷入仅关注大牌或微观影响者的陷阱。相反，浏览有影响力的频谱to find the right talent on the right platforms to optimize your content for every aspect of the customer journey. For example, if you’re working on a Facebook or Instagram ad you might want to leverage the likeness of a more recognizable or popular influencer. Mid-tail influencers are great for when you want to scale conversion with a loyal following.
4.准备放开控制。Micro-influencers also have a lot of trust, but it takes a little more time and effort to scale conversions with them. For micro-influencers with a small but loyal following, authenticity is like a superpower. All of these factors tip the balance of creative control in favor of the influencer, so it’s best to give them a brief, and trust them to create content they know will connect with their audience.
5. Be an early adopter of emerging platforms.避免陷入您必须进入每个平台上的心态。您甚至不需要在Facebook和Instagram等最大，最成熟的网络上。如果您知道您的受众在Tiktok上的影响力比在Facebook上更大，那么您就无需投资于强大的Facebook策略。品牌和企业有很多机会先快速进入新兴平台，因此不要害怕尝试新的和新兴的平台。188滚球地址
大流行电子商务时代的新格言是所有商业都是社会贸易。某些品牌，企业和创作者比其他品牌更好，以最大程度地利用这一新兴景观的机会。但是，真正的社会商业成功将来自了解您的客户，利用影响者的关系进行信任和验证，并愿意在新兴网络上进行实验。
