In the past few decades, social media has gone through drastic changes. One such change that has benefited all consumers alike is social shopping. Until recently, consumers only had the alternative of purchasing in shops and online apps. But with the advent of social commerce through shoppable content, shopping has become ten times more fun and fascinating.
If you are a brand trying to establish an identity without leveraging shoppable content, you are surely losing the race. E-commerce makes up almost a quarter of total global retail sales. Therefore, now is the perfect time to revamp your marketing strategy and leverage shoppable content to attract more customers and increase your conversion rate.
In this article, we will walk through the basics of shoppable content, why they are gaining popularity, and why you should utilize them too. So, if you are interested in making the most of shoppable posts and stories, continue reading below.
What Is Shoppable Content On Social Media?
Shoppable content means exactly what it sounds like. It is a form of digital content, such as images, videos, ads, or blogs, that you can click on to make a purchase. In other words, shoppable content allows you to make a purchase by simply clicking on the post without leaving the platform it is hosted on. However, you might have to leave the platform and enter a new website to complete your purchase off-site.
The gist of shoppable content is quite simple. If you are active on YouTube, Instagram, or TikTok, you must have already encountered a lot of shoppable content by now. For instance, you must have seen marketers trying to increase engagement on YouTube by posting shoppable video ads you can click through to make a purchase. With more people consuming video content recently, most brands are leveraging video ads on YouTube and Instagram.
Another example of shoppable content is Instagram posts and stories, where you can see a shopping bag icon located in the lower corner. When you click on the content, a bubble pops up that offers information regarding the product and the price.
Shoppable content has become very popular. Today, more than 40% of Gen Z users make purchases through social platforms rather than stores and online apps. Hence, shoppable content is a big opportunity for brands trying to enhance brand identity among younger consumers on platforms like Instagram.
Benefits Of Shoppable Content
There are many beneficial elements to utilizing shoppable content. Below are some reasons to convince you to include shoppable content in your new marketing strategy.
- Easy Experience: Unlike stores, shoppable content on social platforms makes it easier for people to find their desired item without any hassle. Especially on platforms like Instagram and TikTok, buyers can make purchases without leaving the platform. That makes shopping ten times more relaxing and fun.
- Brand Loyalty: By making shoppable content that tells a story and reviews a product, you build brand loyalty. When people see that other people are happy using your product, the bond and trust between your brand and the audience will grow.
- Increased Conversion: If you create exquisite shoppable content that catches someone’s eye at a glance, your conversion rates will see a striking upsurge. The better your content looks, the more conversions you get.
- Shorter Journey: The best part about shoppable content is that it has a shorter sales cycle. Your customer no longer has to go through a long process of discovery and conversion. All you need is the Instagram Shop tab on your post, and you are good to go!
How Do You Make Effective Shoppable Content?
In this section, we will go through some tips on making shoppable content that will convert your audiences into consumers in no time.
- Utilize Videos
Instead of beating around the bush, it is time to take the centre of the stage. More than images and blogs, videos have seen a striking upsurge in engagement and conversion on social platforms. Be it Instagram posts, YouTube ads, or TikTok videos, showcase your services and products in action through videos. For instance, if you are a clothing brand, share a video of GRWM and tag your products on the post.
- Leverage UGC
Another perfect way to make effective shoppable content is to leverage user-generated content. If your consumers post pictures and videos wearing or using your products, why not utilize that content as shoppable posts? Moreover, UGCs are a great way to showcase that other people are happily shopping for your brand, compelling new consumers to convert as soon as possible. They are also a great way to bring traffic on Instagram.
- Partner With Influencers
If you are trying to promote your products, especially on Instagram and TikTok, it is the best time to partner with influencers. Offer incentives or free products to influencers and ask them to tag your products on the post. Doing so not only increases your conversion rates but also exposes your brand to a wider audience that will likely follow up in the future.
- Utilize Multiple Platforms
Only focusing on Instagram shoppable posts will not help you increase your ROI. If you want to be big on social platforms, use multiple platforms to offer shoppable content in various forms. For instance, do not hesitate to leverage YouTube ads, Instagram stories, Facebook Live, etc., to promote your services on different platforms.
If you are still new to shoppable content, it is not too late to adopt and make your digital marketing strategy better. With multiple platforms evolving and producing new features, now is the perfect time to leverage shoppable content and make the most of it.