Why Social Commerce Isn’t Trending (Part II)
According to a recent study, over 40% of online shoppers have seen others post visual content (videos or pictures) of a brand or product on social platforms. Over 40% follow brands on social media and over 50% have purchased a product they heard about on social media. No surprise since social media-engaged shoppers buy more.
When it comes to really convincing a shopper to buy something on social media, though, consumer or user-generated content is the “holy grail” for retailers.
Research mirrors that, as over 75% of consumers reported that CGC enhances product discoverability, enhances brand trust and creates a more engaging experience, while over 55% say that seeing product ratings, social media pictures and other consumer-generated content is crucial.
“It’s trusted, it’s watched, it has a very high click-through rates, but traditional CGC isn’t always brand-safe, it doesn’t have high quality all the time, and there’s no scale.
Plenty of brands have seen positive results from initiating user-generated content themselves — something marketing professionals preach.
For example one brand saw a 1% click-through rate on videos that it asked customers to create and share on social, with an average spend of $108.00.
Other retailers, such as Warby Parker, have also been very successful with social media campaigns, including Warby’s now-famous push for customers to share pics of themselves in their glasses and get a friend’s opinion before making the final decision.
You feel confident that your frames look awesome, but you also just shared content that keeps Warby Parker top of mind for your friends, who when they want to buy frames, look to Warby Parker. Here’s a glasses company that has an over $1 billion valuation after four rounds of VC funding in huge part since they made their product experience shareable.
When you are growing your business, use the social media tools at your disposal.