#TikTokMadeMeBuyIt: The future of social commerce

Driven by Gen Z and Millennials, Social commerce It is predicted to grow three times faster than traditional e-commerce. $1.2 trillion By 2025.

This is no surprise to experts. The viral hashtag and trend #TikTokMadeMeBuyIt has 28.6 billion views, including ads, influencer content and reviews. This engagement has skyrocketed brands like CeraVe, The Pink Stuff, and elf Cosmetics and generated full sales of items like Revlon one-step hair dryers and Lululemon belt bags.

New social platforms such as brands have struggled to get exposure. BeReal“A photo-sharing app that allows users to post one photo per day to show their followers what they’re up to in real time,” primarily used by Gen Z. For example, Chipotle has experimented with sharing coupon codes, and elf Cosmetics. Used BeReal to show the “inside” of their offices.

In short, social commerce is no longer a proposition but a critical factor. E-commerce sales planning. A great social program can make or break a brand’s image or engagement. There is a difference between doing it and doing it right.

Here are three best practices for your social commerce strategy.

Know and engage your audience.

Use the power of data to learn who your audience is. By knowing your audience (gender, age, location, preferences), you can create content that will not only catch their eye but increase sales.

You may know your audience, but your work isn’t done yet. You should keep an eye on trends, influencers and popular culture. For example, the social media rebrand of singer Harry Styles’ beauty company Pleasing has gained attention as it targets Gen Z consumers and gravitates toward more “real” and trend-oriented content. Users suspect that viral TikTok influencer (and friend of Meghan Trainor) Chris Olsen is running the brand’s page, driving even more engagement.

This example illustrates the importance of not only knowing your audience, but engaging with them appropriately to maintain loyalty and awareness. Messaging tools allow a brand to engage with consumer concerns, feedback and reviews.

Quick, clever, humorous, or interesting responses show the customer that the business is present and focused Customer experience, Additionally, social media can be a great way to provide customer service for concerns or issues. Responding quickly to resolve can bring the customer back to your brand.

Stay up to date with new features

Social media constantly updates and releases new features to adapt to user behaviors and desires. Instagram updated to focus on more video content with Reels. Facebook adjusted shopping functionality. TikTok has changed video lengths to allow longer-form content and has taken over YouTube’s sponsorship. VidCon this year. This is how these apps stay popular. Therefore, your social presence and commerce should follow suit by embracing the change.

Shop the Look and Visual Discovery are good examples of new technologies that can drive customers to your website. With visual discovery, users can see new ideas, complementing Instagram’s 2022 swipe-up feature to inspire brands and transform sales. Testing which features work best for your brand can drive customers to your e-commerce site and increase your brand presence.

Offer quality content.

The secret sauce of perfect ingredients can be amazing. On paper, it sounds simple — good product, high-resolution shoot and voila! Realistically, this is the content needed to provide value to the customer and encourage them to click through to your site or product.

Successful content varies for different brands. For example, language learning app Duolingo has increased brand awareness by including its mascot in short-form trending videos and collaborating with other popular (and surprising) brands like Scrub Daddy.

He took his followers from 500,000 to 2 million in less than six months. Other brands focus on storytelling and connecting emotionally with customers. Alta openly supports social issues such as trans rights, proudly sponsoring the influential Dylan Mulvaney. This has led to increased brand loyalty, with consumers declaring that they would shop exclusively at Ulta this past holiday season.

Social commerce It’s also a great way to create quality content that shows your customers how to use, style or experience your product. A 2021 Nielsen study found that people find ads on TikTok more fun, genuine, honest, trustworthy and authentic. The study also discovered that 60% of users feel a sense of community on TikTok.

By partnering with influencers, you can make content feel more authentic and increase click-through interest. Social commerce is an indispensable addition to any marketing strategy. It can increase sales, increase traffic, improve brand image and increase customer engagement. Opening your brand to existing and new audiences and trends can help transform your business entirely.

Zohar is the co-founder and CEO of Gilead. Fast Simon,