塑造我们经济的最大社交购物趋势

You're scrolling through Instagram, liking photos of your loved ones, and enjoying content from celebrities and influencers you follow. Somewhere along the way, you come across a sponsored post from a tech brand showcasing a desk set-up with a stunning, multicolored keyboard that you know would be perfect for your home office.

值得庆幸的是，该图像包含一个“查看产品”标签，该标签将您引向键盘的产品页面。您选择所需的颜色，按“立即购买”，然后在几分钟内通过应用程序完成交易。无需击打，您就回去滚动浏览Instagram feed。

您可能会或可能没有意识到这一点，但是您刚刚完成了社交购物。

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社交购物社交媒体和电子商务的融合：

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Social Shopping in a Nutshell

The simplest way to describe social shopping is this:社交媒体+eCommerce= social shopping. Like the example above, social shopping is a retail experience shared on a social platform with a network of friends and contacts. The premise is that the customer is influenced by their friends' and followers' purchases and recommendations on social media.

With strategies like group buying, messaging, and interactive content, social platforms simulate the in-person experience of shopping in brick-and-mortar shops. Social shopping unifies a consumer's interactions with a brand from discovery to engagement to actual purchase. It's a clever way to meet potential customers and turn browsers into buyers.

Since social buying directs commerce to social media, it negates the need for a middleman, which is common on eCommerce sites. But social shopping is not only about buying—it's also about immersing products and services in the social media experience by inspiring users to share, like, and promote them on various online channels.

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Social Shopping Marketing

Our world is now a social planet. Around3.6 billion people，或全球44％的人口，在2020年使用社交媒体。消费者花费2.5小时every day on various social channels. According tothis report, over 20% of US consumers bought something on Facebook; approximately 66% believe Instagram enables them to contact businesses; and Twitter's annual revenue is derived mainly from advertising. Considering these figures, brands that misuse social media are squandering tremendous opportunities.

许多人使用社交网站进行信息，娱乐和对话。现在，将商业添加到混合中。人们希望根据可信赖的建议获得产品和服务。这可能包括家人，朋友，社区和社交媒体影响者。他们希望对自己的购买决定有良好的信息，参与，自信和满意。社交购物通过丰富鼓励探索，允许个性化并通过利用用户的专业知识和真实性来建立信任的购买体验来满足这些需求。

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社交购物见解

Here are some keynotes on how companies can use social shopping to expand their business.

Social and Complementary

您的企业可以利用社交购物作为辅助渠道来补充您的公司网站或Shopify商店。但这还不是结束。成功的社交购物网络已经采用了这种营销服务的真实方法：从各个方面进行社交。这意味着与听众沟通，实时促进，帮助领导和客户解决问题等等。

Instant and Direct

Direct marketing using social media helps you communicate with consumers and leads more immediately and directly than traditional online review-and-response exchanges. If you put your products on social media and share links to your shoppable items, you will get more response and engagement. Through these interactions, you obtain valuable data in real-time.

年轻的人口统计

千禧一代和Z一代使用社交媒体最多。千禧一代使用社交媒体进行他们喜欢的智能购买和支持品牌。Z世代依靠社交媒体便利地购买产品和服务。由于今天最古老的千禧一代已有40年的历史，因此它们是工作年龄人口的一部分。这意味着他们具有在线购买的财务自由。另一方面，Z世代的影响者具有坚实的说服力。因此，品牌将这些人群视为他们的关键消费者，他们需要尽快有效地降低销售渠道。

Mobile Powered

Having a mobile-friendly company becomes particularly crucial, particularly with the rise of thecreator economy。预计美国移动零售电子商务销售将达到$430 billionby 2022. In response, businesses have created native apps or third-party mobile storefronts to make their products available on mobile. The next logical step to this is social commerce.

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Social Shopping Benefits

企业和客户都从社交购物中受益。这是一支解放力量，为企业家和小型企业打开了新的可能性。社交购物的出色好处包括：

Ease and accessibility

As long as they have an internet connection, shoppers can buy on social sites anywhere, anytime. Your potential customers can be in the comfort of their homes, enjoying a grand vacation, or in the middle of a meeting, and can still buy something online in a snap. And they don't have to speak with you or your staff. If you use social media networks accurately, they'll get all the information about the product they like and buy it with just a few clicks.

品牌和参与

Regularly showing up in your follower's social feeds is a great way to leverage the power of branding. People who interact with a brand regularly are more likely to recommend it. Word of mouth on social media (sharing or reposting content) helps in market development to better increase engagement and website traffic.

指标和见解

社交购物使监视和评估您更容易社交媒体marketing努力。Facebook页面，Instagram业务帐户和Twitter配置文件为印象，互动和覆盖范围提供指标。大多数社交媒体平台都包含一个点击计数188滚球地址器，可让您测量网站的访问者。此外，您可以通过在社交媒体上花费更多时间来学到很多有关目标受众的知识。您可以立即收集可行的见解，以使用合适的工具为您的客户提供更好的服务。

Feedback and credibility

Obtaining consumer feedback is one of the most valuable assets in any business. Feedback has the power to make or break a brand. And through social shopping, clients can share genuine reviews about your brand, product, and services in one place. Integrating social proof into your brand establishes credibility. When your brand is perceived as reputable, you can position your business as a niche authority in your field.

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Social Shopping Trends

注意以下社交购物趋势，以充分优化您的社交营销活动。

Customizing Facebook Shops for a unique shopping experience

定制是Facebook的一个很好的特性Shops. This allows you to give your customers an experience that reflects your brand and sets you apart from your competition. You can choose fonts and colors to complement your brand's overall design. This helps visitors from other websites or platforms find you on Facebook quicker. You can also import photos and product catalogs from your website to your Facebook Shops, making the well-established platform an extension of your eCommerce site.

Using Instagram Drops to launch a product successfully

通过Instagram购物, business accounts can continue to upload photos or videos of their products, but now, they can also tag them as shoppable. Users can obtain product details from the tags. And with just a few clicks, they can buy a product without leaving the app.

Instagram introduces new features regularly to boost the platform's social commerce. The latest isInstagram Drops, which creates a buzz for a new product launch by adding new details atop the Shop page. Brands can use product tags to promote Drops in posts, Stories, and Reels. Anyone interested in a new product may set up a reminder 15 minutes before it goes live and is available for purchase.

Exploring chat commerce

客户需要个性化的购物体验，这可能对品牌挑战，因为它们仅限于他们使用的平台的框架。聊天机器人可以帮助规避这一障碍。过去与机器人聊天是乏味而烦人的，但是今天的聊天贸易是高级而精致的。虽然聊天机器人不能像人类那样彻底，但他们可以为查询提供快速，具体的答案。在某些行业中，聊天机器人可以指导潜在客户选择适合他们的最佳产品。

Partnering with micro-influencers

Working with influencers offers several benefits. But partnering with influencers with millions of followers can be challenging. They may also not be aligned with your product or service. The next best thing is to work with micro-influencers with 1,000 to 100,000 followers. Working with micro-influencers in your niche generates association, reach, and affinity.

与微影响者的合作关系具有更真实的感觉，而促销并不是那么公然。此外，由于微影响者通常是基于利基市场的，因此您的产品或服务不会在社交饲料和溪流中迷失。

Emerging social media platforms that incorporate social shopping

Facebook，Instagram和Pinterest都增强了他们与Facebook商店，Instagram购物和Pinterest购物销的能力。其他主要的社交平台也遵循Snapcha188滚球地址t和Tiktok购物。此外，由于微信迷你平台，社交购物在世界其他地区，最著名的是在中国的最受欢迎。

社交购物优化

Besides using the built-in tools and templates provided by the social media networks, you can optimize your brand’s social shopping potential by:

Taking part in the conversation

第一步是研究别人对您的品牌的评价。您可以通过两种方式执行此操作：使用主题标签＃（插入您的品牌）在社交媒体上搜索，或使用公司名称执行Google搜索。您可以使用社交搜索来查看是否有任何客户标记您的品牌而不是标记您的帐户。相比之下，Google搜索可能会显示以前客户对您的产品或服务的看法。访问这些关键变量将使您更好地了解如何改善营销策略。

与您的内容一致

“Content is king”has become a cliché for a reason. Creating high-quality content is still the most effective approach to increasing your brand's reach, visibility, reputation, and engagement. Consistency in content will attract new followers and keep the existing ones engaged. This is how you'll get the most traffic to your social media shopping pages or shoppable content feeds.

Providing customer service support

通过社交媒体提供客户服务是与目标市场互动的最简单，最有效的方法之一。Facebook实时聊天是一个受欢迎的选择，但是许多较大的公司现在正在创建单独的社交媒体资料，仅用于响应客户查询。

Putting the focus on customers

Your shopping profile is primarily for your customers. And the most effective approach to advertising your product is to allow your buyers to produce your content. This is what user-generated content (UGC) is, which is50%比其他任何媒介更值得信赖。Dove的Instagram页面有很好的UGC示例。

实施UGC是一种将创意渠道与销售点集成的有效技术。用户的内容充当了信任构建元素，显示社会验证，提高信誉并推动更多购买。

Creating a social media plan

在社交媒体上活跃是不够的。出色的结果需要明确的计划。确定您的目标市场。在最相关的社交媒体网站上与您的听众互动。设定一个明确的目标，例如每篇文章五个评论，以鼓励参与。通过询问客户希望从您的供稿中看到什么来实现这一目标。

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Social Shopping Types

The following are the most popular types of social shopping. More are in the pipeline as technology advances.

Social commerce

Social commerceis the buying and selling of products through social media networks. By 2024, eight out of 10 businesses will use social media to sell their goods or services.尤里卡, a prominent street furniture store in Australia, uses social commerce. Shoppable UGC galleries and shoppable Instagram have been added to the company's website.

集体购物

集体购物是对点对点的购买体验。当一群人一起表现出兴趣或一起购买产品时，就会发生这种情况。集团的社交购物在美国是新的，但在东欧已经建立了良好的。小队是提供此服务的商店的绝妙典范。班级购物聚会使人们能够与朋友和家人进行在线购买。

直播购物

直播购物使品牌可以吸引新的受众并展示其产品。一个很好的例子是Nordstrom,宣布启动一个专用的生活hopping channel in March 2021. Since then, the channel has hosted hundreds of live shopping events with themes ranging from spring beauty trends to the best of fall fashion.

增强现实（AR）商业

AR commerce uses 3D mapping technology to let customers try on or play with a product before buying it.Ikea's Placeapp has been a forerunner in AR commerce where buyers can arrange furniture virtually before making a purchase.

会话贸易

会话贸易is when vendors and buyers interact in real time using a chatbot or a messaging app. This form of social shopping enables brands to provide a more tailored digital experience to their customers.H&M是最早通过聊天机器人Kik使用对话贸易的人之一。

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社交购物平台188滚球地址

这些是在社交购物中引起轰动的顶级社交媒体平台。188滚球地址

FacebookShops

FacebookShops是最广泛使用的社交购物平台。每个月，近2.5亿个人在Facebook上购物。企业可以使用该平台创建个性化和品牌的店面。Facebook还为企业提供了宝贵的数据，以更好地了解消费者的购买习惯。WhatsApp和Messenger（Messenger）等其他元应用程序及时帮助客户获得有关产品或服务的答案。

Pinterest Shoppable Pins

Pinterest isthe社交媒体platform for visuals. And to further enhance its value, the platform has recently launchedPinterest购物销。Consumers are drawn in because they get inspired by a visual, and they can actually buy it. The site also features Pinterest TV shoppable livestreams and AR capabilities on beauty Pins.

TaggShop

TaggShop由于提供购物画廊，它可以迅速成为社会贸易的“ IT”平台，因为它可以改善在线商店。这些视觉目录包括购物的UGC，可购物的Instagram供稿和购物社交供稿。

TikTok Shopping

TikTok Shopping以前仅适用于我们，英国和加拿大的Shopify商店。2021年9月，蒂克托克（Tiktok）向大多数国家推出了社交购物频道。它还为Shopify以外的其他平台上的供应商创建了应用程序。188滚球地址

结束思想

社交购物是当今电子商务的关键组成部分，在将来更多。如果您的业务不接受它，那么跟上竞争对手将具有挑战性。社交购物以其他数字渠道失败的方式连接关键人口统计信息，并且客户逐渐对购买商品和通过社交媒体网站引用的想法更加满意。很快，社交购物将成为数字营销工作的基石。