Social commerce: how to advertise on social media

In this digital age, the way we shop and interact with brands is constantly evolving. One of the most significant shifts in recent years has been the rise of social commerce. Gone are the days when eCommerce platforms were the sole destination for online shopping. So if you are in charge of the ads manager of all your social media, there are some keys to each platform.

In this blog post, we will explore the concept of social commerce, highlight its advantages over traditional eCommerce, delve into best practices, and provide five valuable tips for harnessing its potential. 

What does Social Commerce mean? 

Social commerce refers to the practice of conducting online buying and selling activities directly on social media platforms. It integrates social interactions, user-generated content, and personal recommendations into the shopping experience. According to Havas study, “next Gen shoppers, and in particular Gen Z (69%), also said they prefer to make seamless purchases directly on social media rather than being redirected to a third-party website.”

Difference between eCommerce and Social Commerce

While eCommerce primarily relies on standalone websites and online marketplaces to facilitate transactions, social commerce harnesses the power of social media platforms to drive sales. The key distinction lies in the integration of social elements, such as user reviews, ratings, comments, and sharing capabilities. Social commerce taps into the inherent social nature of humans, encouraging authentic peer-to-peer interactions and facilitating trust-building among consumers.

How to Advertise on Social Media

1. Facebook:

• Create a Business Page: establish a dedicated page for your brand or business.
• Facebook Business Manager: set up an account to manage multiple ad campaigns efficiently.
• Ad Formats: choose from various formats like image ads, video ads, carousel ads, slideshow ads, and collection ads.
• Audience Targeting: leverage detailed targeting options based on demographics, interests, behaviors, and connections.
• Custom Audiences: reach existing customers or website visitors by uploading your contact list or using the Facebook Pixel.
• Lookalike Audiences: find new potential customers who resemble your existing ones.
• Budget & Bidding: set a daily or lifetime budget, and choose between automatic or manual bidding.
• Ad Placements: optimize your ads for Facebook, Instagram, Audience Network, and Messenger.
• Performance Tracking: use Facebook Insights and Ads Manager to monitor ad performance and make data-driven decisions.

2. Instagram:

• Business Profile: convert your account into a business profile to access additional features and insights.
• Instagram Ads: use Facebook Ad Manager or promote posts directly from your business profile.
• Stories Ads: engage users with immersive, full-screen vertical ads in Instagram Stories.
• Explore Ads: rach users as they discover content on the Explore page.
• Shopping Tags: enable product tags to make your posts shoppable for users.
• Influencer Marketing: collaborate with popular Instagram influencers to promote your products or services.
• Hashtags: utilize relevant and trending hashtags to increase visibility.
• Visual Aesthetics: maintain a cohesive and visually appealing feed to attract followers.

3. Twitter:

• Promoted Tweets: boost your tweets to appear in the feeds of targeted users.
• Twitter Ads Manager: manage and optimize ad campaigns through the Ads Manager platform.
• Trends: promote your hashtag in the “Trending” section to boost visibility.
• Targeting: narrow down your audience based on keywords, interests, demographics, or followers of specific accounts.
• Video Ads: utilize autoplay video ads to capture users’ attention.
• Twitter Cards: attach media experiences to your tweets, such as images, videos, or website previews.

4. LinkedIn:

• Company Page: create a professional page to showcase your brand and engage with followers.
• Sponsored Content: promote posts directly in users’ feeds to extend your reach.
• Sponsored InMail: send personalized messages to targeted LinkedIn users.
• Display Ads: use banner ads to increase visibility and drive traffic to your website.
• LinkedIn Lead Gen Forms: collect leads directly from ads without users leaving LinkedIn.
• Audience Targeting: use professional criteria like job title, company size, industry, etc.
• Thought Leadership: share valuable content to position your brand as an industry leader.

5. YouTube:

• TrueView Ads: create video ads with various formats (skippable and non-skippable) to engage viewers.
• In-stream Ads: show ads during YouTube videos, allowing viewers to skip after 5 seconds.
• Video Discovery Ads: promote your video in search results and related video recommendations.
• Targeting: reach audiences based on demographics, interests, keywords, or remarketing lists.
• Call-to-Action Overlays: include interactive elements to encourage viewer action.
• YouTube Analytics: analyze performance metrics to optimize your ad strategy.

6. TikTok:

• In-feed Ads: native ads that appear in users’ “For You” feeds as they scroll.
• Brand Takeovers: full-screen ads that appear when users open the app.
• Branded Hashtag Challenges: encourage users to participate in branded challenges.
• Branded Effects: create custom AR filters and effects for users to interact with.
• Influencer Marketing: partner with TikTok influencers to promote your brand or products.

7. Pinterest:

• Business Account: convert your account into a business profile for access to analytics and ads.
• Promoted Pins: pay to have your pins displayed to a larger audience.
• Shopping Ads: showcase your products with featured pins that include pricing and availability.
• Targeting: reach users based on interests, keywords, and demographics.
• Pinterest Analytics: track performance and optimize your content strategy.

Remember, the success of your social media advertising campaigns depends on understanding your target audience, crafting compelling content, and continuously analyzing data to refine your approach. Each platform offers unique features and targeting options, so tailor your strategy to suit your business objectives and the preferences of your audience.

 

 

Social Commerce Advantages

1. Enhanced User Experience: social commerce capitalizes on the engaging and visually rich nature of social media platforms, offering a more immersive and interactive shopping experience. Users can discover new products through personalized recommendations, view user-generated content, and engage in real-time conversations with brands.
2. Seamless Discovery and Purchasing: social media platforms are designed to capture and hold users’ attention, making them ideal for showcasing products and promotions. With features like shoppable posts, tags, and direct links to product pages, social commerce streamlines the path from product discovery to purchase, reducing friction in the buying journey.
3. Social Proof and Trust Building: user-generated content, such as reviews, ratings, and testimonials, play a crucial role in building trust among consumers. Social commerce platforms facilitate the sharing of experiences, enabling potential buyers to make informed decisions based on the opinions and recommendations of their peers.
4. Targeted Advertising: social media platforms offer advanced targeting options based on users’ demographics, interests, and behavior, allowing businesses to reach their ideal audience with precision. By leveraging data-driven advertising strategies, brands can drive relevant traffic to their social commerce pages, maximizing conversions and ROI.

Social Commerce Best Practices

1. Build an Engaged Community: cultivate an active and engaged community around your brand by regularly posting engaging content, responding to comments, and fostering meaningful interactions. This community will become an invaluable asset for generating organic reach, referrals, and user-generated content.
2. Personalization and Relevance: leverage user data and analytics to personalize the shopping experience, recommending products based on individual preferences and past purchases. Tailor your content to resonate with your target audience and provide relevant offers and promotions.
3. Seamless Checkout Process: optimize the purchasing journey by minimizing the number of steps required to complete a transaction. Implement seamless checkout options, such as saved payment methods, guest checkout, and mobile-friendly interfaces, to enhance conversion rates.
4. Influencer Partnerships: collaborate with influencers or brand ambassadors who align with your target audience and brand values. Influencer marketing can significantly amplify your social commerce efforts by leveraging their engaged followership and authentic product endorsements.

5 Tips for Your Social Commerce

1. Leverage Visual Storytelling: utilize visually compelling imagery and videos to showcase your products in an authentic and engaging manner. Storytelling through visual content helps create emotional connections with your audience and enhances the overall shopping experience.
2. Social Listening and Feedback: regularly monitor social media conversations about your brand, products, and industry. Leverage social listening tools to gain insights into customer sentiment, identify pain points, and promptly respond to feedback, thereby improving your offerings and customer satisfaction.
3. Seamless Mobile Experience: given the widespread usage of smartphones, ensure your social commerce experience is optimized for mobile devices. Implement responsive designs, easy navigation, and mobile-friendly payment options to cater to the growing number of mobile shoppers.
4. Social Commerce Analytics: track and analyze key metrics to measure the success of your social commerce efforts. Monitor sales, conversion rates, engagement metrics, and customer feedback to refine your strategies and optimize your ROI.
5. Test and Iterate: social commerce is a dynamic field, and what works today may not work tomorrow. Continuously experiment with different content formats, promotional strategies, and engagement techniques. Collect data, analyze results, and adapt your approach based on customer behavior and market trends.

Conclusion: 

Social commerce represents a paradigm shift in the way businesses connect with consumers and sell products online. By harnessing the power of social media platforms, businesses can offer personalized, engaging, and seamless shopping experiences that increase trust, enhance customer satisfaction, and drive conversions. By embracing best practices and implementing the tips outlined in this blog post, you can unlock the full potential of social commerce and position your business at the forefront of the online retail revolution.