Audio Transcript Auto-generated
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Hi, my name is Nasim. Today we'll be discussing the concept of social commerce.
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You use social media to connect with your friends,
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share your pictures and keep up to date with what's happening in the world.
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But did you ever expect to do your shopping on facebook or instagram?
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What about Tiktok?
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If your Tiktok user,
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you may have gone down this rabbit hole of product reviews and up and coming trends
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or how about Snapchat?
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I'm sure everyone is familiar with the filters
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and new lenses that come out every day.
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But have you noticed any features suggesting a product,
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facebook instagram Tiktok and even Snapchat have changed
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and shaped online marketing for the better.
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Companies have capitalized on today's heavy social media dependency
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to reach a larger audience and promote their products
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market to various segments
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and build brand awareness.
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Social media platforms have quickly evolved to reflect
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current consumer attitudes and behaviors on shopping,
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which was heavily shifted to online shopping and e
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commerce giving birth to the concept of social commerce,
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simply put social commerce is using social networking
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platform to drive e commerce sales and allow
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consumers to purchase products and services from the
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burned directly within the social commerce platform itself.
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Social commerce also includes ratings, reviews, recommendations
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and referrals from others.
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Something to keep in mind throughout this presentation
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is that social commerce is rapidly growing and emerging industry
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that exploded almost overnight due to the effects of the pandemic
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in this presentation.
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We'll take a look at facebook instagram Tiktok and Snapchat
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individually and break down how each of these platforms utilize
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social commerce and how it shapes online marketing as consumer
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behavior has evolved to seek a seamless shopping experience.
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Yeah
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facebook is one of the biggest and
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most commonly used social media platforms worldwide.
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What started as a simple way to engage and connect with friends,
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catch up on news and share and express your thoughts.
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Facebook has evolved into the biggest source of social commerce and marketing for
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companies with its large user base offering
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more exposure than typical marketing channels.
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An article written by e marketer this past summer estimated that U. S.
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Social commerce industry expected to bring in
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approximately 79 billion in sales by 2025
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facebook was the first platform to introduce a
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buy button as users broke through the app.
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Since then facebook has developed commerce
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focused initiatives by launching new commerce tour
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and destinations that you probably have seen
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most notably the facebook shop
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facebook shop became an easy way for
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companies and vendors to create customized digital storefront
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to inspire customers and help them find the products that are right for them.
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The shops are simple to set up seamless to use and are global in scale.
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The facebook shop feature is already built in with Queen immersive designed
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and format to showcase your brand
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and products were personalized mobile experience.
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Now
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facebook shop has its own standalone tab within the app,
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users can simply tap on the top and virtually visit each storefront.
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They are greeted with a multitude of content
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ranging from in depth videos about the products,
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reviews and input from other shoppers.
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Users can also have their purchase information saved
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on 20 account and can simply just cooked
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by just as you would in a story website without ever having to leave the app.
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Facebook users can still cause we browse the app for what it's always been known for
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staying connected with friends and family, but as people use the app,
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they're starting to see more of what these
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shops are doing directly on their news feed,
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such as whenever new inventory is added or announcement
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of sales even when they're not directly shopping.
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Next up is instagram.
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Society's favorite social networking service
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built around sharing photos and videos
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which is also owned and operated by facebook
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as an entirely visual platform.
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Instagram enables users to shoot images and videos with their audience
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and connect with brands, celebrities thought leaders, friends and family,
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social media marketing really took off with instagram popularity.
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Also known as influencer marketing
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companies collaborate with popular phobic figures
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from each and every type of industry
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ranging from fitness
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music, makeup, clothes and food.
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Essentially anything you could think of. There's a niche on instagram for it.
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Instagram,
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influencer marketing works because it allows brains to
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reach your target audience more authentically than traditional marketing
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influences.
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Also have built strong relationships with their forward
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sharing many parts of their lives with them.
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So as these influences, recommended product or service.
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Their followers are more likely to listen and feel inclined to remember the brand
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with an increase of online shopping and e commerce,
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instagram took advantage of changing consumer behavior
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and influencer marketing and has shifted its
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brand from being a photo sharing up to leaning into four key areas,
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Creators, video messaging and shopping per adam,
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necessary Instagram Ceo when he spoke at a summit in 2019
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since instagram is part of facebook's planet carries similares features in format
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as facebook shop aptly named instagram shop
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instagram shop mirrors facebook shop and gives businesses a unified presence
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on both platforms where they can cross approach and promote their potter.
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It also has a built in tab and its own in app checkout
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users are given the same type of content,
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pictures, videos and reviews without ever having to leave the app.
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It also provides a seamless shopping
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experience for the consumer with less interruption
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and with fear clerks.
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Tiktok made me buy it.
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If you're a Tiktok user,
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you may have seen video after video of Tiktok
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creators reviewing products that went viral on Tiktok.
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Tiktok is an exclusively video only creator app that's how rapid growth during,
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depend on it.
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Tiktok users can upload brief videos,
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unleashing their creativity with music style food or even
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discuss complex subject gate complex subject and educate others.
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Users can follow like comment and share the content
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similar to instagram influences to clock
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influences can build strong relationships with its
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forward who were more inclined to listen
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to recommendations from their favorite influences.
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Tiktok is late to the social comment scheme,
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but it is a big player in this space due to how much
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content becomes viral and how much content the user is exposed to.
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In such a short amount of time.
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Tiktok influencers have collaborated with large name
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brands such as Nike Pepsi and Sony
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developed campaign to further market their products
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and engage user into the brand.
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However, took talk functionality doesn't fully support in app shopping.
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It is more so to bring attention to a particular product, service or trend
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in which consumers quickly rushed to purchase said product in the ritual itself,
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a notable example of this are the infamous to chalk mugging.
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It took stock user uploaded a video waving about the stretching is an attractive
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of a certain kind of Vladimir's found on amazon
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soon enough,
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the leggings sold on amazon by other retailers
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such as Xi'an and other sellers on amazon
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started to develop and sell the leggings themselves
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to cash in on the revenue stream.
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Other users who have purchased the product also uploaded
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their own review and excitement over Tiktok wagon and
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eventually the popularity of the leggings found his way
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to being sold in various stories from different brands.
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Hi tech talk supported in app purchases and utilize
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social commerce is more likely that products can be
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purchased directly and quickly from the app as consumers
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want to securely purchase their product before it sells out
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to that point.
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An article from the national retail Federation
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notes that Tiktok has partnered with Shopify,
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a commerce platform that scholarship and processes payments anywhere
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in order to claim at stake in social commerce.
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Mm hmm.
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Last but not least we provided Snapchat,
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one of the four platforms that we've discussed so far,
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Snapchat is not known for its use of social commerce,
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but snapshot is differentiating itself from its competitive with the
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use of augmented reality filters and advertising option to offer unique
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shopping experience with brands such as Samsung
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Gucci and Cover Girl
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snapshot also has a scan function that allows users
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to identify different types of products such as clothes,
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cars, one and even extend to songs, plants and dog week
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snapshot.
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It can also use brain specific filter to see how
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a certain product will look on themselves or try on a
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nice watch on their wrist and then users can acquire
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products similar to what they come across in real life.
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Social commerce has essentially three Paris
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building brand awareness,
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engaging with consumers
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and selling powder
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as most social media users use this
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platform to research products are interested in.
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Companies have identified that social media is the best way to promote the brand.
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A study conducted by Deloitte found that consumers influenced by social
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media by four times more likely to spend more on purchases.
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The most well known advantage of social media is
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reached and with the increased shift to online shopping,
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social commerce has become the natural next step,
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and social media platforms have shifted its skiers to incorporate
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and emerged social common strategy and influence consumer shopping behavior.
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Yes,
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social commerce is goal is to create deeper engagement,
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increase in consideration and purchase intent of the brand.
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Thank you for watching.