Shoppable Social Media Posts: User-Generated Content and the Future of eCommerce
The concept of shopping has changed dramatically over the last decade, with the biggest advancements coming in recent years in the form of Shoppable Content or Shoppable Posts. These newer offerings have made online shopping more fun, engaging, and experimental for social media users and businesses alike.
If you are not familiar with this type of eCommerce experience, shoppable content enables consumers to purchase products directly from a social media post. For businesses, this type of content allows you to feature products and tag them with the checkout link, price, details, etc., to make a sale. With this integration, users are now browsing, exploring, sharing, and engaging with different forms of content at all times!
Not all shoppable posts are created equal, though. To build relationships with and be more relatable to consumers, brands have started turning the spotlight away from themselves and toward their customers.
Why is this tactic so successful? Over the last decade, user-generated content (UGC) has become one of the most engaging types of content on social media. Users enjoy this type of content because they feel that it is more trustworthy than branded content.
Think of it this way: before consumers book a service or purchase a product from a business, they will likely read online reviews via Yelp, Google, etc. UGC serves a similar purpose on social media! If people see real content captured by real people showcasing how great your company is, they are likely to consider you trustworthy and give you their business. In fact, 79% of people say UGC highly impacts their purchasing decisions.
While eCommerce is more competitive than ever, businesses have the freedom to experiment and discover what engages their target markets the most! As online experiences continue to evolve quickly, it’s time to try something new to stay ahead of your competition.
Experiment With Shoppable Content
The businesses that can provide the most convenient path to purchase will ultimately be the ones that see the highest engagement and sales numbers. Now is the time to start thinking about new ways to get your products in front of social media users through various types of shoppable content, including images, blogs, videos, etc.
Incorporating this type of content is a worthwhile endeavor for your business, as removing steps in the traditional buyer’s journey reduces the chances that potential customers will drop off on their path to purchase. Shoppable content is shopping made fast, seamless, and engaging!
This is where utilizing user-generated content comes in. Try to post content of real people promoting your products and making them shoppable.
Understand the Impact of User-Generated Content
Sharing content that consumers are also more likely to engage with is critical for your success with social eCommerce. This is why UGC is so important!
In today’s social media landscape, consumer interest in professionally-produced brand content has decreased, while the popularity of real and relatable content has grown significantly.
Now, people not only consume but also create the content they crave from brands. UGC can provide the visual review online shoppers seek. Since shoppers cannot physically see and experience an item before purchasing it online, the next best thing is an authentic photo or video from a fellow customer.
Go Beyond Shoppable Content
While shoppable content has been proven to be highly successful, the value of UGC should extend beyond just social media. Take advantage of this type of content by using it on your website homepage, product pages, email blasts, and more. Doing so can help you create a consistent and engaging experience for your customers, enabling people to make a purchase, no matter where they are in their consumer journey.
Ready to turn your social channels into an eCommerce destination? Call, DM, or email us at sbellem@bbrookstone.com to get started. We would love to help you gain new customers through social media.
Tags: ecommerceshoppablecontentsmallbusinessessocialmediastrategysocialselling