Social commerce could be on its way to becoming the new norm in online shopping, particularly due to the rise in social media and mobile online shopping, but early trials on various social platforms have shown uncertain results. This week’s Weekly Bias explores the latest in social commerce across the internet.
Facebook and Pinterest have experimented with buy buttons on each platform. Pinterest seems like a logical fit, with many people creating Pinterest boards that double as wish lists. While social media has proven to influence sales, it’s more difficult to actually convert that influence into direct sales on each platform. Read more in this article on Barber Martin.
Instagram has been able to seamlessly integrate shopping into its visual platform. The “Shop Now” feature appears on promoted Instagram posts after a user spends a period of time engaging with the content. This is an unobtrusive way for brands to promote themselves without feeling sales-y to the user. Read more in this article by ClickZ.
According to a study by Sumo Heavy Industries, social media influences purchases of 50% of users, but only one in five actually purchased directly through social. Common concerns seem to be tied to concerns over security and privacy. Brands will need to focus on education and trust in order to convince more social users to purchase directly through social platforms. Read more in this article on Social Times.
Snapchat is using clickable ads to send users to a brand’s website in hopes that they will make a purchase. And when they do so, autofill will help automate the payment process by using contact information shared when each Snapchat account was created by the user. When users see ads that interest them, they will be able to tap or swipe to engage with the brand. It’s too soon to tell how well these ads will perform. Read more in this article by Pymnts.
As Twitter’s future hangs in the balance with the absence of a buyer, features are being dropped, beginning with the ‘Buy’ button that was initially introduced in 2014. This feature never gained much traction with brands on this social platform. Along with doing away with the ‘Buy’ button, Twitter will also be getting rid of lead generation campaigns, and its Dashboard app. Read more in this article on Marketing Dive.