The most wonderful time of the year is fast approaching, and the influence social has on consumer purchasing behavior is undeniable. According to the Q4 2024 Sprout Pulse Survey*, a staggering 89% of consumers say social media impacts their holiday shopping decisions.

Social has evolved into consumers’ favorite holiday marketing resource: a one-stop destination for discovering gifts, finding the latest deals and seeking customer service. In this article, we’ll uncover key holiday shopping trends on social, like platforms consumers turn to for customer service, the types of content that drives sales and the brands who consistently deliver memorable end-of-year campaigns.

Consumers use social media to discover holiday gifts

Consumer holiday spending is still subtly increasing despite inflation and an uncertain economy. This holiday season, US consumers alone are expected to spend up to $1.59 trillion, an increase of 3% YoY. But the opportunity for ecommerce is growing faster, with sales expected to increase 7-9% YoY, totalling up to $294 billion.

Not engaging your audience on social during the holidays isn’t an option if you want to end the year strong. Using social effectively can help you maintain a prominent presence in customers’ minds by showing up in their discover pages, main feed and on the other side of their searches. Consumers say social media content (including posts from influencers, family and friends, and brands) is their top source of holiday gift inspiration, beating out TV/streaming, physical stores, review sites, and face-to-face recommendations.

The sway of social media over holiday shopping habits can’t be overstated. A significant 42% of shoppers are turning to social to find the perfect gift more this year compared to 2023. This is especially true for younger consumers, as 57% of Gen Z will use social more for gift inspiration. Social networks are indispensable for those in search of fresh ideas and trusted recommendations.

And positive online buzz has premium payoffs. Nearly two-thirds (60%) of consumers would pay more for products that have a favorable reputation on social, be it through user-generated content, influencer nods or viral posts. This figure spikes even higher among younger consumers, with 78% of Gen Z and 70% of Millennials showing a readiness to invest in products that have captured the social spotlight. Harnessing the influence of social can boost sales and justify premium prices.

Customer care and social commerce during the holiday season

This holiday season, 92% of consumers plan to reach out to brands as much or more often for their customer service needs compared to 2023.

Direct messages (DMs) are the most popular form of outreach, with the overwhelming majority of consumers (70%) planning to contact brands this way. Consumers appreciate the privacy and immediacy of DMs, which allow for personalized, efficient resolutions to their issues. However, around a third of consumers will use comments and @-mentions to engage with brands, as they offer transparency and the possibility of public recognition. No matter how your customers reach out, they still expect a response within 24 hours—especially during the busiest time of the year.

When it comes to shopping on social, only about 13% of all consumers buy directly from social networks. This number goes up to 21% among Gen Z. Most consumers go to the brand’s website to hit purchase or learn more. Yet, 32% of all consumers (and 48% of Gen Z) anticipate making more purchases directly from the platforms in 2025, a trend that could start to show up this holiday season and boost online sales.

The most popular social media platforms for customer care and commerce

For their customer care and direct-from-social commerce, consumers turn to Facebook, Instagram and TikTok.

• Facebook: As the social network with the most global monthly users, the platform is also the top destination for customer service. Over half of all consumers (55%) plan to contact brands via Facebook this holiday season. Another 39% of consumers who plan to make purchases directly from social networks in 2025 will buy those products from Facebook Shop.
• Instagram: Around 46% of consumers will use Instagram to contact brands for customer service this holiday season. Instagram is the top care platform for younger consumers, with 63% of Gen Z and 55% of Millennials using the platform for service needs. For consumers who plan to buy from social networks next year, 29% of them will use Instagram Shopping, with younger consumers being most likely.
• TikTok: Roughly 39% of consumers will use TikTok to reach out to brands during the holidays, which rises to 42% among Gen Z and Millennials. TikTok Shop will also be used by 39% of all users buying directly from the platforms overall (tying with Facebook). It will be the top social commerce shopping destination for Gen Z (54%) and Millennials (47%) in 2025.

What types of brand content drive holiday purchases

While consumers are on the lookout for the perfect gift ideas, certain brand content will stop them mid-scroll. Consumers are most likely to look to influencers for gift inspiration, with 47% saying their endorsements carry the most weight (even compared to recommendations from friends and family on social). Interestingly, Baby Boomers are most likely to say influencers inspire their gift ideas. This is proof that consumers across generations trust influencers’ recommendations, viewing them as especially reliable when they’re overwhelmed with holiday marketing content.

Consumers are most likely to actually hit purchase when an influencer or brand shares a promo code. Promo codes not only attract budget-minded buyers, but also create a sense of urgency and exclusivity that encourages immediate action. Consumers are also likely to be swayed by posts from regular social users (not influencers) or brands showcasing their product or service in action. This speaks to the selling power of both user-generated and original, organic content. Yet, targeted ads and paid influencer content shouldn’t be completely overlooked—especially when the content reaches very specific demographics.

Use holiday shopping trends to set your brand up for a happy new year

As you prepare your holiday campaigns, remember that consumers are increasingly relying on social to discover, connect and buy. By tapping into these key trends—leveraging influencers, creating engaging organic content, and prioritizing quick, responsive customer care—you can enhance your brand’s visibility and strengthen customer loyalty.

This season is a unique opportunity to meet consumers where they scroll, helping them find perfect gifts while reinforcing the value of your brand. Make the most of this time to drive meaningful connections that extend beyond the holidays.

Looking for tips to ensure your support agents are well-equipped to provide the highest quality care on social throughout the holiday season? Check out our social media customer service training deck.

*About the data
All data cited in this article is from a Q4 2024 Pulse Survey of 2,000+ consumers in the US and UK conducted by Glimpse on behalf of Sprout. The survey was conducted online from September 27 to October 1, 2024.

The post ‘Tis the season for scrolling: 89% of consumers say social media influences their holiday shopping appeared first on Sprout Social.

Among consumers, Instagram topped the list for social shopping purchases in 2023. It is also the most frequently used platform for Gen Z (80%) and Millennials (72%). For Gen X, Instagram ranks second with 49% usage, and for Baby Boomers, it is the third-most-used platform at 33%.

But selling on Instagram isn’t as simple as posting product photos and calling it a marketing day.

If you want to turn your fans and followers into actual customers, you’re going to need a strategy.

In this guide, we break down the best practices of how to sell on Instagram and how to capture the attention of eager shoppers.

What is Instagram Shopping?

Instagram Shopping is a feature that allows businesses to sell on Instagram by integrating their product catalog directly into their profile. Businesses can show products, names, descriptions and prices on posts, Stories, IGTV and ads. With a click, users can buy from their favorite brands.

How does Instagram Shopping work?

Instagram Shopping allows your brand to tag products in their posts and Stories. Users can tap to see more information, like the price and product descriptions. They can then buy the item directly or be taken to the business’s website to finish their purchase. This easy-to-use connection makes shopping easy and accessible. It directly connects Instagram’s large UK user base with the newest products from their favorite brands.

How to set up Instagram Shopping in the UK

Regardless of what your goals are, there are a few steps every UK business will have to take to set up Instagram Shopping:

1. Make sure you meet eligibility criteria

To qualify for Instagram shopping, you don’t need to have a massive number of followers. As long as you maintain a fairly active and established presence, you’re likely eligible. The fundamental criteria to meet include:

• Operating a business within one of Instagram’s supported markets, which span across North America, Latin America, EMEA (Europe, the Middle East, and Africa), and APAC (Asia-Pacific).
• Agreeing to Instagram’s merchant agreement and adhering to its commerce policies.
• Owning an active domain from which you sell your products.

2. Create an Instagram business profile

Chances are you’ve already done this, haven’t you?

If you haven’t, here’s what to do:

1. Head to ‘settings’.
2. Choose ‘account’.
3. Change to a ‘professional account’ and complete the subsequent steps.

Find out more about creating an Instagram business profile; it only takes a minute or two.

 3. Link your Facebook profile

Even if your brand isn’t active on Facebook, your Instagram Shopping must be linked to a Facebook page. Fortunately, it’s really easy to do:

1. Start at ‘edit profile’.
2. Choose ‘Public Business Information’.
3. Click on ‘Page’ and add the Facebook page you want to link your Instagram shop to.

 4. Add your product catalog

Instagram Shopping offers two methods for adding your products to the platform:

1. Via Facebook Business Manager.
2. Through an integration with an e-commerce platform partner, like Shopify.

Using Facebook Business Manager is perfect if you’re looking to upload a smaller catalog or add products individually by hand. On the other hand, if you integrate with platforms like Shopify or BigCommerce, you can seamlessly import your entire existing catalog directly into Instagram.

How to sell on Instagram in the UK

There is no one-size-fits-all approach to selling your products on Instagram. Some strategies make more sense than others depending on your target audience and what you’re selling.

Below we’ve highlighted real-world examples of selling on Instagram and why they work.

1. Implementing strategic hashtags for broader discovery

Using strategic hashtags on Instagram can be a game-changer when it comes to increasing your product visibility and reaching a wider audience. Hashtags essentially act as search links, which makes it easier for potential customers to find your products through themed or trending searches.

UK fashion giant ASOS uses hashtags like #ASOSNewDrop or #ASOSSale to group their products and tap into specific customer interests, which ultimately increases engagement and drives sales. This type of hashtag use not only increases the discoverability of products, but it also aligns with how people use Instagram to find new products and brands. By selecting and using the right hashtags, you can significantly increase the visibility of your products and attract more targeted traffic to your Instagram shop.

2. Leveraging instagram ads for increased reach

Of course, many brands have found success selling through Instagram ads.
Taking advantage of creative ad types such as Stories and Carousels, such ads offer tons of flexibility and targeting options to reach customers shopping on Instagram. Healthy snack company, Graze did just that.

3. Use product tags to facilitate easy shopping

Using product tags on Instagram is an effective strategy for facilitating easy shopping, enhancing user experience, and driving sales directly from posts and stories. Product tags allow users to tap on an image and see details such as the product name, price, and a link to purchase the item directly from the Instagram app.

This seamless integration of shopping and browsing significantly reduces the steps a customer must take to go from discovery to purchase, thereby increasing the likelihood of conversion. A notable example is Charlotte Tilbury, which uses product tags to streamline the shopping experience. By tagging their makeup and skincare products in posts, they provide instant access to product information and maintain a smooth and engaging shopping journey. This approach not only simplifies the buying process but also capitalizes on impulse buying behaviors, which are common among Instagram users.

4. Partnering with influencers to boost visibility

Working with influencers can help you boost your visibility on Instagram. UK influencers can help you reach a larger, engaged audience and build brand awareness. They can also help you reach potential customers when they’re most active, inspire them to shop and create content that showcases your products in an authentic and relatable way.

ASOS are a great example of a UK brand leveraging influencer marketing for instagram shopping success. They regularly use influencers, insiders or employees who produce content specifically for the brand. This helps build brand awareness and trust among new audiences.
That’s why it’s important to choose the right influencers to work with and create a campaign together that feels genuine and aligned with your brand.

5. Engage your audience with instagram reels

Engage your audience with Instagram Reels, a powerful way to exhibit your products and connect with potential customers. Reels are short, engaging, and fun—and they make it easy to reach new audiences. They’re perfect for showing off new products, highlighting specific features, and sharing the human side of your brand.

Take Gymshark, the UK’s own fitness fashion powerhouse, as an example. Their Reels are a masterclass in workout demos, fashion reveals, and sparking community engagement with fitness challenges. Follow their lead, and your Reels can do more than just captivate—they can help forge a loyal and connected community around your brand. The more you post Reels, the more you’ll pop up on your followers’ feeds, nudging up your chances of interaction and drawing traffic to your profile, leading to more sales in the end.

6. Curate user-generated content to build trust

For UK-based e-commerce businesses, curating user-generated content (UGC) is a powerful strategy to build trust and authenticity around your brand on Instagram. UGC involves sharing content that your customers have created themselves, such as photos, videos or reviews of your products. This not only allows you to show off different, real-life applications of your product, but also capitalizes on social proof, as 93% of consumers find content made by other consumers to be helpful when making a purchasing decision.

River Island showcases its commitment to representing a wide range of customers and promoting body positivity. This not only helps to build trust with their audience but also sets them apart from other fashion brands. Overall, River Island’s use of UGC effectively showcases their products in a relatable and authentic way, making them a great alternative UK brand for this content.

When harnessed effectively, UGC can serve to humanize and enhance the ethos of a brand, nurturing customer loyalty and bolstering credibility. These are pivotal in the transformation of mere followers into loyal customers and in elevating the brand’s repute across social media platforms like Instagram.

7. Showcasing products through videos

Using videos to display your products on Instagram is a powerful way to engage potential customers and give them a more comprehensive look at what you have to offer.

You can enhance your Instagram videos with features like captions, stickers‌ and filters to make them more engaging and informative. You can post them on Instagram Stories, where they disappear after 24 hours, or on the main feed, where they’ll remain permanently. This flexibility allows you to create both timely (e.g., limited-time offers) and evergreen content (e.g., how-to guides) that can attract viewers repeatedly over time.

Using videos to showcase your products can increase people’s interest in your brand. Instagram videos also need to be optimized for the platform.

How to optimize your Instagram account for sales

Although it is easy to get caught in the aesthetics of Instagram, it’s also a fantastic platform for sales.

With millions of active users, Instagram offers a unique opportunity to visually showcase your products, connect with a targeted audience, and convert followers into customers. By fine-tuning your profile, using Instagram’s shopping features and employing strategic content and engagement tactics, you can transform your Instagram presence into a powerful sales channel. This guide will walk you through practical steps to enhance your Instagram account for maximum sales impact in the UK.

Create a compelling bio to attract customers

Consider the approach taken by Jo Malone London, the renowned British perfumery. The brand’s Instagram bio is a prime example of how to attract and engage potential customers effectively. It succinctly describes the company’s essence with phrases like “Uplift, warm or freshen” and “scent layering,” which immediately convey its luxury and focus on the customer.

The bio also includes a clear call-to-action with a link to their latest collection, encouraging immediate exploration of their products. By using elegant, evocative language and strategically placing direct links, Jo Malone London not only captures the essence of the brand but also makes it easy for followers to transition from Instagram browsers to active customers.

Utilizing high-quality, people-centric product photos

Boden, a popular British clothing retailer, exemplifies the effective use of high-quality, people-centric product photos on Instagram to drive sales. Their feed is a colorful array of images featuring real people wearing their latest styles in everyday settings, from bustling city streets to cozy home environments. This approach not only showcases the versatility and quality of their clothing but also helps followers envision themselves in Boden’s apparel.

By consistently posting relatable and aspirational photos, Bodan creates an inviting and personable brand image that resonates with their audience, encouraging them to imagine how they might look and feel in the garments, thus boosting the likelihood of purchase decisions.

Enhancing product photos to stand out

Take inspiration from Liberty London, the iconic department store known for its artistic and eclectic designs. Liberty London enhances its product photos on Instagram to stand out by incorporating its distinctive floral and graphic prints into the backgrounds and settings of the images. This not only highlights the uniqueness of their products but also maintains a consistent and recognizable brand aesthetic that catches the eye.

By using vibrant, pattern-rich scenes that complement the products, Liberty London creates visually striking images that draw followers in. This approach not only differentiates their offerings but also enhances the overall appeal, making each post a work of art that invites engagement and admiration.

Diversifying your content beyond products

Waitrose & Partners are a brand that effectively diversifies its Instagram content beyond just product promotion. Waitrose uses its Instagram platform not only to showcase its products but also to provide value through engaging and educational content.

One key aspect of Waitrose’s Instagram strategy is its focus on recipes. The brand regularly posts beautifully photographed dishes that can be made using ingredients sold at their stores. Each post typically includes a recipe or a link to the recipe on their website, encouraging followers to try cooking the dishes themselves. This approach not only promotes the ingredients and products available at Waitrose but also positions the brand as a helpful resource in the kitchen.

Waitrose also highlights its commitment to sustainability and ethical sourcing through its Instagram content. The brand shares stories about its efforts to reduce plastic usage, its support for British farmers, and its commitment to animal welfare. These posts often feature behind-the-scenes looks at the sourcing process and interviews with suppliers, providing transparency about where their products come from and how they are made.

Additionally, Waitrose engages with seasonal and community events, such as Christmas, Easter, and local festivals, by tailoring their content to these occasions. This includes posts about special products, seasonal recipes, and community involvement initiatives, which help to keep the content relevant and connected to the customers’ lives and local experiences.

By diversifying its content in these ways, Waitrose not only keeps its Instagram feed engaging and varied but also strengthens its relationship with customers. This strategy helps build a community around shared values like culinary creativity, sustainability, and local engagement, making the brand about much more than just grocery shopping.

As a side note, this speaks to the importance of putting together a social media content calendar. With the help of social media management tools like Sprout Social, you can find a balance between promotional and non-promotional content. Doing so ensures that your followers are consistently engaged with the right marketing messages day-by-day.

How to measure ROI of Instagram Shopping

Measuring the return on investment (ROI) of Instagram Shopping is crucial for businesses aiming to optimize their social media strategies and ensure that their efforts aren’t only engaging but also profitable. Instagram Shopping offers a seamless integration of product discovery and purchase, making it an invaluable tool for brands looking to expand their online retail footprint. To effectively gauge the success of this feature, businesses need to track specific metrics that reflect both direct sales impact and broader marketing benefits. Understanding how to measure ROI on this platform involves analyzing data-driven insights, aligning them with overall business objectives, and continuously refining strategies to maximize returns. This process not only helps in assessing the financial gains but also in understanding customer behavior and improving future marketing campaigns.

Using Instagram analytics to track sales performance

In the highly competitive e-commerce market, utilizing Instagram analytics to monitor sales is crucial for those businesses looking to maximize the platform’s potential. This tool offers in-depth analysis to help brands comprehend the impact of their content on purchasing decisions and overall sales. By honing in on specific metrics provided by Instagram analytics, businesses in the UK can tailor their strategies to better engage with their customer base.

Key metrics to monitor are engagement rates, click-through rates and conversion rates. These can help you understand how well your content is encouraging potential customers to act. It’s also worth tracking reach and impressions to understand how many people are seeing your content, and saved posts as an indication of the number of people who are interested in your products and may return to buy in the future.

For a more in-depth evaluation, UK businesses can combine Instagram insights with other analytical tools such as Google Analytics, to map the customer journey from Instagram to the final purchase on their website. This integrated approach will provide a more thorough understanding of how Instagram campaigns are contributing to overall sales performance, thereby allowing businesses to allocate their marketing budget more effectively and achieve a better return on investment.

Optimizing posts and ads scheduling for maximum engagement

Maximizing engagement on social media, particularly Instagram, is all about timing. To get the most out of your posts and ads, it’s essential to understand when your target audience is most active. This requires analyzing your engagement data to identify the peak times for likes, comments, and shares. Thankfully, Instagram provides the tools you need to measure and monitor this activity. Once you have a better understanding of your audience’s habits, you can start to experiment with different posting and ad schedules to find what works best for you. By doing this, you can ensure that you’re posting and promoting your content at the most optimal times, and you’re more likely to see increased engagement as a result.

Monitor your sales performance via Instagram analytics

Lastly, don’t forget about your data.

So much of selling on Instagram revolves around your analytics.

For example, which product photos score the most engagement? How do your Instagram shopping posts perform versus non-promotional ones? How much of a direct ROI are you seeing from Instagram?

Sprout’s Instagram analytics can clue you in on the answers and then some. Our comprehensive reporting makes it a cinch to track paid and organic campaigns all in one place, including those happening beyond Instagram. You can start understanding your analytics now with a free trial of Sprout, you don’t even need a credit card.

With a constant pulse on your top-performing posts, you can better align your sales and social strategy without second-guessing.

What are you selling on Instagram?

Fact: consumers are more than happy to shop on Instagram.

And although brands don’t need to be subtle about selling on Instagram, sales don’t happen by accident.

Hopefully, these tips above serve as some much-needed motivation and inspiration to score sales on the platform. As long as you stick to Instagram’s best practices and keep a close eye on your analytics, you’re on the right track.

With technological advancements on Instagram making it increasingly simple to turn your Instagram feed into a money-making machine, now is the time to invest in your social commerce strategy. Many brands are yet to catch on to this fantastic opportunity.

The post How to sell on Instagram in the UK appeared first on Sprout Social.

Delving into the world of UK social commerce, we’ll explore its impact, benefits and opportunities for businesses. We’ll also provide practical tips and examples of UK brands that are successfully leveraging social commerce to drive sales and engage customers.

The rise of social commerce in the UK

In the fast-paced world of e-commerce, social commerce is a rising star, transforming how businesses engage with their customers and boost sales. Its smooth integration with social media networks offers a unique mix of convenience, engagement and accessibility, making it a game-changer in the industry.

The United Kingdom is a European leader in social commerce adoption. With a tech-savvy population and a strong social media presence, the UK’s social commerce market is expected to grow by 26.6% annually, reaching US$31.27 billion in 2024. And the future is looking bright with predicted social commerce GMV in the UK to reach $83 billion by 2029.

What is social commerce?

Social commerce is the buying and selling of goods or services directly within a social media network like Facebook, Instagram, TikTok or Pinterest. As consumers spend more time on these platforms, businesses recognize their importance in reaching new audiences and driving sales.

As social commerce occurs directly on social media networks, it removes the need for a third-party platform. It is an essential part of a comprehensive e-commerce marketing strategy and a powerful tool for business expansion.

Social commerce vs e-commerce

Social commerce specifically refers to the buying and selling of products directly within social media networks. This approach leverages the interconnected nature of social media and the influence of social media influencers to facilitate purchases. E-commerce, on the other hand, is the umbrella term for conducting commercial transactions online, using websites or mobile apps to connect to a variety of business activities and transactions.

Social commerce is not just a relatively new sales channel. It is a way to connect with your customers and create a more engaging shopping experience. You can share behind-the-scenes content, run contests and giveaways and respond to customer inquiries in real time. Plus, user-generated content and social proof are powerful tools for influencing purchase decisions. Customers are more likely to trust recommendations from friends and influencers on social media than they are to trust traditional advertising.

Top social commerce platforms in the UK

Social media networks have recognized the potential of social commerce and have been continuously enhancing their features to cater to businesses. In the United Kingdom, Facebook, Instagram, TikTok and Pinterest are the most popular social media networks that offer social shopping options.

Facebook Shops

Facebook Shops is a feature that allows businesses to easily display and sell products on Facebook. Setting up a shop on Facebook is free and straightforward. You can select the products you want to showcase, customize the design of your shop and then promote your products to Facebook’s large and active user base.

Facebook Shops also integrates with Facebook’s social features, allowing businesses to connect with customers, receive feedback and provide customer support. The platform’s user-friendly interface and popularity have made Facebook Shops a popular choice for British businesses.

TikTok Shop

TikTok Shop is where the fun of TikTok’s short-form video content meets a smooth shopping experience. It’s a hit with Gen Z shoppers, who are drawn to TikTok’s unique algorithm that personalizes video feeds, making it a perfect place for product discovery. Businesses can show off their products with engaging videos, get influencers to endorse them and tap into TikTok’s large and active user base.

Instagram Shopping

Instagram Shopping is a feature that allows businesses to create digital storefronts on their Instagram profiles. Users can browse, save and purchase products seamlessly within the app. The platform is particularly popular for fashion, beauty and lifestyle brands. Instagram has a large and highly engaged user base in the UK, making it a key channel for social commerce.

5 ways to increase sales on social media using Sprout Social

1. Understand Your Audience: Tailor your social commerce strategy to align with the preferences and behaviors of your audience. Utilize Sprout Social’s analytics tools to gather insights on demographic data and engagement patterns. This will help you select the most relevant products and craft messages that resonate with your target market.

2. Optimize Your Content Schedule: Leverage Sprout Social’s scheduling capabilities to ensure your posts go live at times when your audience is most active. Regularly sharing engaging content can maintain interest and drive traffic to your social storefronts. Include detailed product information and high-quality images to enhance appeal.

3. Personalize Customer Interactions: Engage with your audience by personalizing replies to their queries. Sprout Social allows you to integrate product links directly into your responses, making it easier for customers to make purchases. This approach not only provides excellent customer service but also streamlines the buying process.

4. Monitor and Adapt Your Strategy: Use Sprout Social to track the performance of your social commerce activities. Tag your posts to analyze which types of content drive the most sales and adjust your strategy accordingly. Utilizing UTM parameters can also help identify the most effective tactics for engaging your UK audience.

5. Automate for Efficiency: implement chatbots within Sprout Social to handle common inquiries instantly. This ensures that potential customers receive timely responses, which is crucial for closing sales. Automation helps maintain a high level of service, especially outside of normal business hours.

Examples of social commerce in the UK

Next: Dynamic Social Commerce Strategy to Engage Customers

Next has effectively harnessed social commerce to enrich customer interaction. Acknowledging the rising influence of social media, Next has integrated its e-commerce platform with Facebook and Instagram. With this feature, customers can look at products, see if they’re available and buy them straight from Next’s social media pages.

By using high-quality visual content, working with relevant influencers‌ and creating targeted advertising, the retailer is improving their reach. They also actively engage with their customers by replying to comments and direct messages, which in turn, has helped them to build a strong online community and a loyal customer base.

ASOS: Engaging Gen Z Through Dynamic Content

ASOS make engaging with the tech savvy Gen Z audience a priority, through a carefully crafted social commerce strategy. The brand shares dynamic and interactive video content on TikTok, offering product highlights and styling tips to inspire its customers. By tapping into TikTok’s potential for virality, ASOS has effectively captured the attention of a younger demographic, turning their interest into actual sales through the platform’s seamless shopping capabilities.

These UK brands are leading the way in showing how businesses can use social commerce to connect with customers, drive sales‌ and stay competitive in the fast-changing e-commerce landscape. By optimizing their social media presence, working with influencers‌ and creating content that’s tailored to each platform, these brands are tapping into a growing trend and making it easier for their customers to shop and have a great experience.

How to build a social commerce strategy

To capitalize on the UK’s growing social commerce landscape, it is important to build a robust social commerce strategy. Here are a few pointers to get you started:

1. Know Your Audience

Start by understanding your target audience. Analyze their demographics, preferences and social media behavior. This knowledge will guide your content creation, platform selection and overall social commerce approach.

2. Select the Right Platforms

Choose the social media networks where your audience is most active. Each platform caters to different audiences and offers unique features. Familiarize yourself with these platforms and tailor your strategy accordingly.

3. Set Clear Goals

Define your social commerce objectives. Are you aiming for increased brand awareness, higher engagement or more sales? Setting clear goals will help you measure your progress and fine-tune your strategy as needed.

4. Optimize Your Profiles

Make sure your social media profiles are optimized for social commerce. Use high-quality visuals, engaging bios and relevant keywords to attract and keep customers.

5. Create High-Quality Content

Create captivating content that resonates with your audience and showcases your products effectively. Leverage visually appealing images, engaging videos and compelling descriptions to capture attention and drive sales.

6. Leverage Influencers and User-Generated Content (UGC)

Team up with influencers and inspire user-generated content to extend your brand’s reach and bolster its reputation. By working with influencers who resonate with your brand’s values and sparking customer participation through exciting challenges and campaigns, you can create a powerful ripple effect.

7. Implement Social Proof

Display customer reviews, testimonials and social proof to build trust and credibility among potential buyers. Incorporate user-generated content and success stories to showcase the satisfaction of real customers.

8. Engage and Interact

Social media is all about connecting. Be quick to respond to comments, messages and tags. Engage in dialogue, answer queries and show gratitude for feedback. By building these connections, you’re fostering loyalty and encouraging repeat business.

9. Utilize Paid Advertising

Consider using social media advertising to broaden your reach and target specific audiences. Platforms like Facebook and Instagram offer powerful advertising tools to help you connect with your target audience and boost conversions.

10. Measure, Analyze and Optimize

Keep a close eye on your social commerce performance by using platform analytics. Metrics such as engagement, reach, conversion rates‌ and customer lifetime value should be analyzed. Use these insights to tweak your strategy, improve your content‌ and boost your social commerce triumphs.

Get started with social commerce

By implementing these strategies, you can effectively harness the power of UK social commerce to grow your business, connect with customers‌ and drive sales in this dynamic and thriving e-commerce landscape.
Ready to elevate your social commerce game in the UK? Get started on your strategy with our social commerce strategy interview guide and unleash your brand’s potential.

The post The power of social commerce in the UK: growth opportunities in 2024 appeared first on Sprout Social.

As such, social commerce could be the key to success when using social media for retail. In this post, we take a deep dive into what social commerce is and how your brand can make the most of it.

Table of Contents

• What is social commerce?
• Best social commerce platforms to use in 2024
• 5 benefits of social commerce for your business
• 6 social commerce statistics marketers should know
• 4 successful social commerce examples
• 5 ways to increase sales on social media using Sprout Social
• Starting out with a social commerce strategy

What is social commerce?

Social commerce is the buying and selling of goods or services directly within a social media platform. It involves taking social media beyond its traditional role in the discovery process. Instead, users will get to complete the entire purchase journey within the same platform. That means they can quickly go from discovery to purchase without leaving their preferred apps.

Leading social media platforms now offer dedicated social commerce tools to retailers. This includes platforms such as Facebook, Instagram, Pinterest and TikTok. Using these tools, you can create digital storefronts right within the respective platforms. That way, people can use these storefronts to discover and buy products without having to visit another website.

Social commerce vs. ecommerce

Ecommerce broadly encompasses the process of buying and selling goods online. It includes selling through different digital channels including online marketplaces, websites and dedicated retailer apps.

Meanwhile, social commerce involves selling directly through a social media platform. Since social media is an online channel, social commerce is a subset of ecommerce but it’s not the same as ecommerce.

Best social commerce platforms to use in 2024

Facebook, Instagram and Pinterest were the first to introduce native social commerce capabilities. Now platforms like YouTube and TikTok have joined in and started taking center stage with their own social commerce features.

If you’re interested in getting ahead of this potential revenue channel, here are the platforms you’ll want to test out:

Facebook

Facebook’s social commerce tool, Facebook Shops, has a very low barrier to entry. Shops are free to set up and are accessible within your Facebook business profile.

If you’re using a partner platform, you can automatically sync your entire inventory list in seconds. If not, you can use a spreadsheet to upload product information.

The Facebook Shop tab on the platform’s mobile app features products based on user preferences. This helps to encourage organic brand discovery. Once consumers find your products, they can complete a purchase within the app or on your website. Sellers communicate with customers within Messenger to ask questions, offer support and more.

Instagram

Instagram Shopping is directly linked to your Facebook Shop. To set up a shop, users must link their Instagram business account to their Facebook business profile. Once that’s completed, users can upload an existing product catalog or create a new one.

Then you can use Instagram Product Tags to make your content shoppable and your products easier to discover. Product Tags allow you to highlight items from your product catalog directly in your videos and posts. Users can tap on a tag and immediately learn more about the product.

The “View shop” button lets them browse your other listings and enjoy a seamless shopping experience. Like Facebook, purchases take place within the app or on your business website.

TikTok

It’s easier than ever for retailers to make money on TikTok since the platform introduced social commerce capabilities. Businesses can now set up a TikTok Shop to showcase their products and drive purchases directly within the app. With this feature, you’ll be able to create shoppable videos and even enable viewers to shop directly on your TikTok LIVE broadcasts.

Pinterest

Pinterest Shopping has made it easier for retailers to sell on Pinterest. It lets you upload your product catalog to your Pinterest business page. You can then tag products in your Pins so people can click on those tags to learn more about them.

Keep in mind that these Product Pins are not direct social commerce tools. Buyers will still get redirected to a product-specific landing page to complete their purchase. However, it simplifies the buying journey as people can get the product info right within Pinterest.

5 benefits of social commerce for your business

1. Reach a wider audience of potential customers

Social media usage is constantly on the rise, with more than 5 billion people using it worldwide. Couple that with the fact that consumers are discovering new brands and products through social media.

Consumers are finding products through a social media post. With social commerce now integrated into social media apps, researching products on social media and seeing a friend’s post are other common ways consumer’s discover products.

Not to mention, direct purchases via a link or in-app social media purchases is becoming more commonplace on social than ever. It’s estimated that there will be 110.4 million US social media buyers by end of 2024–that’s half of all social media users.

When you leverage social commerce, your products get in front of a massive audience. You’ll reach more people who could turn into customers.

2. Convert customers where they are and remove friction

Social commerce makes it easy to convert customers where they are since they can directly make purchases on the platform. It eliminates the need to switch to a different app or website to find the product they want to buy. As such, it removes friction and barriers to purchase by shortening the buying journey.

3. Increase reviews and recommendations through social proof

If your business is new to selling online, social media is the perfect place to begin establishing much-needed social proof. When shopping online, your buyers can’t necessarily test or try on your product. Reviews can be the key to making an educated purchase decision.

Managing your end-to-end customer journey on social media creates a positive feedback loop. This will eventually have an impact on your bottom line.

Your social content attracts new followers into your funnel. And offering social commerce gives them a chance to purchase and leave reviews in one centralized location. As your engagement grows with new reviews coming in, it sends a positive signal to social media algorithms. These algorithms will deem your content relevant to even more potential customers.

4. Gather useful data on your customers’ social habits

Social commerce features give you direct access to your customers’ social profiles. This gives you valuable customer data that you can use to inform your existing strategy.

Combine these insights with social media listening to get an even better understanding of your audience. That way, you get an even more comprehensive look into the habits and interests of your customers.

You can create more inspired conversion experiments based on these insights. Findings can inform messaging A/B tests, CTA optimizations and more. So you can make a bigger impact with your target audience.

5. Drive additional revenue than traditional ecommerce

Social commerce is driving an increasing portion of marketing-driven revenue for ecommerce businesses. According to EMarketer, retail social commerce sales in the US is estimated to pass the $100 billion milestone in 2025.

With retail social commerce set to triple by 2025, hopping on the social commerce bandwagon is a great move. As social commerce opens up new avenues for your business to drive sales, it gives you the opportunity to grow your revenue.

6 social commerce statistics marketers should know

1. Facebook is the most popular platform for social commerce. It’s expected to reach 64.6 million social commerce buyers in 2024.
2. Instagram comes next with an estimated 46.8 million buyers making a purchase in 2023.
3. TikTok is up and coming option with 35.3 million users buying on the platform. In 2023, the platform gained more shoppers than the net increase of shoppers on Facebook, Instagram, and Pinterest combined.
4. According to Statista, the social commerce penetration rate had risen by 23.6% in 2023. It’s expected to continue to rise by another estimated 5% by 2028.
5. 50% of marketers plan to increase their investment in social selling in 2024.
6. 32% of Gen Zers make a purchase based on an influencers recommendation and for Millennials, it’s 21%.
7. In a global Statista 2024 survey among brands and marketing agencies, 26% of respondents stated they planned on investing more than 40% of their marketing budget into influencer marketing activity. Additionally, 22.4% of respondents stated they were planning to invest 10-20% into this form of marketing.
8. The global influencer market size amounted to $15.2 billion in 2022 and was projected to surpass $22 billion by 2025. In 2023, the global influencer market size amounted to $21 billion.

4 successful social commerce examples

Check out these four social commerce examples to find inspiration on how to build your own strategy.

1. The Tiny Tassel

The Tiny Tassel is a retailer specializing in handmade jewelry. It uses Facebook Shop features to create informative, Facebook-native product pages. Each listing features detailed product descriptions, customization options and shipping information.

Brands should follow Tiny Tassel’s lead and post listings that communicate value. This builds trust with potential buyers who are new to your brand, motivating them to make that first purchase.

2. Patagonia

Pinterest boards can serve as product navigation tools for your audience. Take Patagonia’s Pinterest structure: the Product Pin boards mimic its website navigation. This creates a familiar experience for returning audiences. Similarly, new potential customers will enjoy a consistent experience when they click through to the brand’s main site.

Most social commerce platforms offer just enough flexibility to recreate your brand experience. Use these tools to create consistency for your audience.

3. Target

Catalog setup can take a long time If your ecommerce platform doesn’t partner with Facebook. Rather than list all of its products, Target focuses on items that align with its Instagram content strategy. This creates a better browsing experience for its established Instagram audience.

If you’re working with a larger inventory, you can use Sprout’s Instagram Performance Reports. This helps you make smarter listing choices based on content engagement and popular hashtags.

4. Made by Mitchell

Makeup brand, Made by Mitchell introduced a product that was exclusively available on TikTok Shop. The brand took advantage of TikTok’s LIVE shopping feature for its initial launch.

The brand had collaborated with TikTok creator, Melissa Jade for this collection. So the two parties had a duel livestream on both their accounts. This attracted 50,000 LIVE views combined and a total of 2.4 million product views. The livestream session even had a 100% sell-out rate.

Brands should follow suit and take full advantage of TikTok’s LIVE shopping feature to engage shoppers in real-time. You can even maximize your reach with influential content creators.

The brand further encouraged sales through mystery beauty bundles. People were buying these mystery bundles on the brand’s TikTok Shop and creating unboxing videos. This helped to build a buzz around the collection and persuaded others to buy their own mystery boxes.

Image Source: Statuo

5 ways to increase sales on social media using Sprout Social

1. Know your audience

Align your social commerce strategy with your target social audience for maximum engagement. Choose products and messaging based on this specific customer subset instead of simply repeating what’s on your website.

A social media analytics tool can help you keep up with information as your audience grows. Sprout Profile Reports offer follower demographic data to create platform-wise customer personas. Use these in combination with post performance data to make your initial decisions about which products to list and how to position them.

2. Schedule your content

Once you share a listing, schedule some promotional posts to build interest and drive traffic to your new social storefront. This is a great way to share additional product information, like walkthroughs and close-up shots.

Use Sprout’s built-in social commerce catalogs to add shoppable tags and links to your products while scheduling your content. By adding products to your posts, you can meet customers where they want to shop and streamline their purchase process.

3. Personalize your replies

Asking questions about a product or service is one of the top reasons consumers reach out to brands on social. They may have requests for specific product details, ask about a specific order or want to know which options are available. Not only can you answer those questions by recommending a product, but you can even share a direct link to buy it. It’s a win-win—you’re delivering helpful service and making it easier for consumers to buy what they’re looking for.

Sprout helps you add direct product links to replies using built-in product catalogs from Facebook Shops and Shopify. You can also answer questions about order status, shipping details and more without switching to another tool.

4. Learn what works (and do more of it)

As you dip your toe into the world of social commerce, the best thing you can do is measure, measure, measure. Knowing what’s working can help you repeat your success as you scale your strategy. It can even help to illuminate new opportunities you might have otherwise missed.

Monitor your social analytics to manage performance. Remember to categorize your posts in Sprout by tagging them, giving you an in-depth look at what’s working and what’s not. Combine this with UTM parameters and you can dig in, see which posts drove sales and adjust your strategy to optimize your posts. With Sprout, you can schedule report deliveries on a weekly or monthly basis to stay on top of this process.

5. Automate conversations and increase response times

Failing to provide timely responses is one of the biggest social commerce mistakes. Before people finalize their purchases on your social media storefront, they may need some additional info. It’s your job to ensure that those potential customers get the response they need when they need it.

Sprout lets you build chatbots with customized responses so you can automate those conversations. That way, you can provide quick responses even when your support team is unavailable. And customers will get the answers they need to make informed purchase decisions.

Starting out with a social commerce strategy

Social media has revolutionized the way businesses and consumers interact, and social commerce is its newest frontier. You now know all the basics about social commerce–from what benefits you can enjoy to which platforms you should use. So if you’re ready to get started, download our free interview guide on how to craft a social commerce strategy.

The post What is social commerce? Stats, trends and tips marketers should know for 2024 appeared first on Sprout Social.

One of those new opportunities is social commerce, or the ability to promote and sell products on social media. With millions of people logging onto social media apps each and every day, it presented the ideal outlet for growing a business.

Throughout this article, we’re going to touch more on what social media ecommerce is, benefits of using this ecommerce channel and how your brand can create its own social media ecommerce strategy.

Let’s get started.

Table of Contents

• What is social media ecommerce?
• Benefits of social ecommerce
• 3 Examples of social media ecommerce
• How to create a social media ecommerce strategy
• Create your own social media ecommerce strategy today

What is social media ecommerce?

Social media ecommerce is the practice of marketing an ecommerce business using social media through generating brand awareness, increasing online recognition, growing a customer base and even increasing sales.

We mentioned social commerce, which is a facet of social ecommerce — the act of selling products on social media. There’s another facet called mobile commerce, which is the act of selling products on mobile devices (think: dedicated apps, mobile browser transactions, etc.).

Social media ecommerce comes into play often as 99% of all social media users access the apps from their mobile devices.

Benefits of social ecommerce

For direct-to-consumer (DTC) brands that exist solely online and retailers shifting to an online-first presence, you need all the tools in your arsenal to push sales on your website. You can’t rely on foot traffic so social media replaces this tactic.

Social media ecommerce brings in new customers and provides you with a ready-made online platform — but those aren’t the only benefits.

Expand your reach and generate brand awareness

There are nearly 5 billion social media users worldwide. And while not every single one of those 5 billion will be your target customer, social media gives a massive opportunity for those who are to discover your business. When you post on your social profiles, you’re giving users a chance to find your brand, follow your accounts and potentially share your products with others they know.

Engage your target audience

Through both organic and paid social means, you can create content directly for your target audience to reach and engage those most interested in what you’re selling. Create social media posts that elicit some kind of response from your audience, such as a comment, message, like or share. Always interact with comments in order to facilitate conversations amongst your target customers.

Drive additional traffic and revenue to your business

And finally, drive traffic to your website—and even better, drive sales. Promote your products. Showcase how they can be used and what pain points they solve. Make your audience want to purchase your product—then make it easy for them to do so.

3 Examples of social media ecommerce

Curious what social media ecommerce looks like in action? Let’s take a look at three of the top B2C social media platforms—Facebook, Instagram and TikTok.

1. Solo Stove

Solo Stove sells portable, smokeless fire pits, and it uses social media to help promote its products, mostly through video.

Here’s an example of one of these videos.

What makes this video stand out is the fact that it’s promoting a major sale. Both text overlay on the video and the video’s caption share details about a promotion: customers can get bonus items after spending at least $200 (more or less the price of a new Solo Stove, anyway).

Videos like this do a great job of drumming up new business and leading interested parties to your website. Solo Stove could even have taken this a step further and set up its Facebook Shop so viewers could immediately make a purchase directly from the social media platform.

2. WallyGrow

WallyGrow is a company that sells wall-hanging planters online and on social media. It uses Instagram as a place to promote its products—and even has an Instagram Shop set up for social commerce.

However, one great tactic the brand uses on its Instagram is a plethora of giveaways. Not only does WallyGrow share stunning photos of its products in action, but they’re always giving away planters as well, like we see below.

As an up-and-coming brand, regularly hosting giveaways is a great way to let potential customers test out your product. If they love it, they’re likely to buy more as well as tell their friends and family about it.

3. Spikeball

Spikeball is a company with a fun, easy-to-play outdoor game. And it has a great presence on TikTok to promote its game. It also has its own TikTok Shop set up—though the brand doesn’t always tag its products in its video content.

One of its recent videos promotes a fun idea for playing its game—at night with glow gear on.

Because Spikeball is an active game, using video to promote the product is a smart tactic. Showcasing people having fun while playing is the perfect way to inspire potential customers to want in on the action.

How to create a social media ecommerce strategy

Curious how to start promoting your own business and products on social media? Let’s walk you through our six-step strategy.

1. Set up social ecommerce channels

Shopping within a network is easier than ever on Instagram, Facebook and TikTok. Use these platforms’ features to make shopping and product discoverability on social media a seamless experience for your customers.

Instagram and Facebook share the same backend operation for shopping, called the Meta Commerce Manager. After loading in your product catalog or linking your website’s ecommerce platform (such as Shopify and WooCommerce), you’ll be able to start tagging products on your posts.

When products are shown on Instagram posts, they can be tagged, allowing customers to view purchase details with a tap. Clicking on the tagged product will lead you to the product’s website page for you to purchase. The browser pops up within Instagram so when you close out or finish your purchase, you can go right back to browsing.

TikTok also allows you to create your own shop and is a great place to promote your products. And while Pinterest removed its in-app shopping features, it remains a place where people research products, so your ecommerce store will also want to have a presence there.

2. Find your authentic voice & be unique

Five years ago, DTC brands in the furniture retail segment were few and far between. Now, there are dozens of mid-century furniture manufacturers alone vying for your social attention. The same story has been repeated with DTC brands specializing in dozens of different market segments. How do you set yourself apart when the field is so crowded?

One way to do this is to find a brand voice that is authentic to your company. Paired with brand visuals, this is one of the first steps to getting noticed. Next, identify what makes you unique and different from others in your field. It could be your company’s story, a specialization or even your customer service.

Research has found that 86% of buyers are willing to pay more for a great customer experience. If all of your products are similar to your competitors’, then providing excellent social customer service can set you apart from the pack.

3. Use organic and paid strategies

On social media, a combination of organic and paid strategies is usually the preferred way to go. Paid social media can help you reach an even wider audience—but your organic content is what’s going to keep them coming back.

Here are a few tactics your ecommerce business can use to combine these two powerful strategies.

Organic social media strategies for ecommerce

• Presence of and use of product reviews on your social media accounts
• Adding relevant hashtags to increase the discoverability of your brand
• Personalized interaction with customers on your accounts and theirs
• Providing excellent social customer care
• Using user-generated content to further your social proof
• Use social listening to improve your product and discover new customers

Paid social media strategies for ecommerce

• Paid advertisements and post boosts
• Using lookalike audiences and website visitors to supplement your advertising
• Running influencer marketing campaigns
• Creating a brand ambassador program
• Forming brand partnerships
• Creating a referral or affiliate program
• Running advertisements and boosts of any of the organic strategies mentioned above

4. Use social proof

Word-of-mouth and reviews are still tried-and-true tactics for encouraging purchases, and are great examples of social proof. Social proof is a concept in psychology that declares consumers are more likely to buy from companies they see other happy consumers using.

So things like customer reviews, user-generated content and influencer marketing helps in gathering social proof to share with your audience.

For networks like Facebook that allow reviews as a feature, it makes business sense to allow your customers to leave reviews. Ask for more reviews from your customers on a continuing basis and you’ll be supplemented with social proof. Reviews are even better when they’re managed and responded to from the brand.

Another way of boosting your social proof is to use an influencer marketing strategy. Pair Eyewear does a great job of influencer marketing all over TikTok, and using those influencer videos for both paid and organic content (shoutout to our last point here).

5. Use social listening

Social listening can benefit all departments of your company. But for sales specifically, you can use social listening to identify gaps in your competitor’s strategy and see what your industry’s customers are talking about. These discussions can lead to new products, strategies and better customer service.

For an online-only company, social listening is imperative because you rely more on interactions and online activity to guide your strategies. Which leads us to setting yourself apart from others in an increasingly crowded social space.

6. Use analytics to guide your ecommerce sales

We mentioned social listening before but there are additional analytics you can take advantage of when approaching social selling. Using social media data to inform your sales plans on an ongoing basis will only help your ROI.

From social media analytics, you can find a multitude of ecommerce-related data:

• Website clicks
• Profile visits
• Social shares from your website
• Mentions from customers
• Ad offers and click throughs
• Mentions of new products or campaigns

Some analytics, like Instagram impressions from the Explore page, are part of an organic ecommerce social strategy. Others, like website clicks or social-only offers, are more specific analytics that can help define your social ROI.

Create your social media ecommerce strategy today

There are many tactics an ecommerce or DTC company can use on social media. But what most would agree with is that a social media presence is necessary to elevate your marketing. Social media helps your customers discover your brand, look at reviews, receive referrals from trusted sources and shop.

To make sure you have all the right tools in your arsenal, give Sprout Social a test drive. Access tools that can help you monitor your online presence, market to the right audience and keep an eye on your social media analytics.

The post How to use social media ecommerce effectively in 2024 appeared first on Sprout Social.

For example, you might be wondering how to integrate it into your social strategy in a way that fits the platform and doesn’t overcomplicate your current approach. Or maybe you’re already managing other social media storefronts and you want to know how to add TikTok Shop to the mix.

This article provides an in-depth overview of TikTok Shop and how to make the most of it for your brand by covering the following topics:

Table of contents:

• What is TikTok Shop?
• How to set up TikTok Shop
• 7 ways to sell with TikTok Shop
• 8 tips for integrating TikTok Shop into your social strategy
• Upgrade your social strategy with TikTok Shop

What is TikTok Shop?

TikTok Shop is a suite of e-commerce features that allow brands, merchants, and creators to sell products directly within the TikTok app.

From drink tumblers to hair dryers to pickle sweatshirts, you’ve probably heard of at least a few products that became massively popular after going viral on TikTok. This phenomenon even spawned the hashtag #TikTokMadeMeBuyIt with over 73.3 billion views and a seemingly endless array of promotional videos from brands, influencers and everyday consumers.

With the launch of TikTok Shop, the app is evolving from a product discovery app to an all-in-one marketing and sales platform. Once a product catches a user’s eye, they can buy it in just a few clicks without leaving the app.

TikTok Shop is currently available in Malaysia, Thailand, Vietnam, the Philippines, Singapore, the United Kingdom and the United States. The TikTok Shop experience and eligibility requirements also differ for creators, partners, shoppers and sellers.

Keep reading to learn how to use these features as a brand, user or influencer.

TikTok Shop for Creators 

TikTok Shop allows creators to showcase and promote products they love to their community and launch new revenue streams. For example, through TikTok Shop’s Affiliate Program (more on this later), creators can earn a commission from products they promote in videos and livestreams.

TikTok Shop Creator eligibility requirements vary. In the U.K., creators must be located in the country, over 18, have a minimum of 1,000 followers and have posted a video on TikTok in the last 28 days. If you’re in the US, you can start selling via shoppable and livestreams even if you have a new account and zero followers. More information is in the FAQs.

TikTok Shop for Partners 

TikTok Shop Partners provide e-commerce or marketing support to TikTok sellers or creators. For example, TikTok Shop partners might provide services like short-form video production, account onboarding support, content strategy, short video ideation, live shopping moderation and business analysis. To register as a TikTokShop partner, users must create an account, select their category and market, and submit an application.

TikTok Shop for Shoppers 

If you’re a TikTok user based in a country with TikTok Shop, you should have access to the in-app shopping features—no additional registration is required.

TikTok Shop for Sellers 

Brands that want to sell their products using TikTok Shop must complete a four-step application process.

1. Sign up. Sign up for TikTok Shop using a U.S. phone number and email address.
2. Complete an application. Verify your identity with a certificate of incorporation, a U.S. passport or a U.S. driver’s license. You also need to provide payment and tax information.
3. Check your email for confirmation of your approval. The application review time varies but is typically three to five days.
4. Link your TikTok account to your Shop. Once approved, you’re ready to set up your Shop.

How to set up TikTok Shop

According to TikTok’s Seller University, setting up a TikTok Shop involves the following key steps—shop setup, executing sales and fulfillment.

Shop setup 

You’ll need to provide more company information and documents during this phase. Here are the following key tasks

• Upload shop documents and legal information
• Add warehouse and return address
• Link bank account
• Select your shipping option (shipped by seller or by platform)
• Configure shipping template

You may also need to provide product certification and brand authorization at this stage.

Selling and fulfillment 

To list products on your profile, either add them individually, batch upload multiple products or integrate TikTok Shop with your existing e-commerce platform. To fulfill orders, use TikTok’s fulfillment services or handle it yourself. If you go the latter route, you must book a courier and pack and prepare your products for shipping.

Other factors brands need to consider 

Everything you need to set up and manage your TikTok Shop is in the TikTok Shop Seller Center, which you get access to once you’re account is approved. The Seller Center even has a Growth Center where sellers learn to manage their TikTok Shop by completing ‘missions’ and collecting rewards like ad vouchers and commission deductions.

Still, managing a social commerce platform takes a lot of time and effort. There are a lot of different responsibilities involved, such as

• Inventory management
• Order tracking and fulfillment
• Managing returns and refunds
• Customer service
• Promotions and ads
• Influencer and affiliate management
• Financial reporting
• Data analysis

TikTok Shop is essentially a digital store, so consider the following questions before you dive in:

• How will you balance managing your TikTok shop with any other ecommerce sites you have?
• What resources will you need to cover the various aspects of the retail experience?
• How will you adapt your ecommerce strategy to fit TikTok’s audience and align with their expectations on the platform?

7 ways to sell with TikTok Shop

TikTok Shop adds even more ways to make money on TikTok. From Home Shopping Network (HSN)-style livestreams to shoppable ads, here are all the different ways to sell with TikTok Shop.

In-Feed video 

Include shoppable product tags in your posts so your audience can purchase right from the video.

LIVE shopping 

Like HSN for a new generation, LIVE Shopping allows brands and creators to include shoppable product tags in LIVE videos. Promote, sell and engage with your audience, all in real time.

Product showcase 

Display your entire product line-up or curate custom collections within your in-app Shop. This feature lets your audience browse product tiles, read reviews and purchase directly from a brand’s profile

Shop tab 

This feature enables businesses to display products in a marketplace where customers search and discover promotions. Customers can also view product recommendations and manage orders in the Shop tab.

Affiliate Program 

An alternative to brand partnerships, TikTok creators earn commissions on products they promote in videos and livestreams through the Affiliate Program.

Shop ads 

Promote your TikTok Shops to potential buyers with paid ads. Boost your reach and increase conversions since customers discover and complete purchases in one platform.

Fulfilled by TikTok 

Similar to Amazon, TikTok has fulfillment centers that pick, pack and ship products to customers for sellers.

8 tips for integrating TikTok Shop into your social strategy

Incorporating TikTok Shop into your social media strategy can be exciting but daunting. Most users think of TikTok as an entertainment app, so how do you drive them to your Shop without being too sales-y? From leaning on creators and affiliates to turning viral organic content into ad campaigns, here are some tips to help you make the most of TikTok’s new selling features without exhausting your audience.

Ensure your brand and products fit the platform 

Consumers are still getting used to shopping on TikTok, so purchases are usually lower-cost, low-risk “impulse buys”. TikTok is also a video-first entertainment content platform with a large Gen Z demographic. If you feel you can reach your target demographic on TikTok, and have products that translate well to video and hit the right price point, TikTok Shop could be a great fit for you. But ultimately, you should adopt a test-and-learn approach before diving in headfirst.

Optimize your bio 

TikTok doesn’t give you a lot of characters, so make them count. Clearly describe your brand, include keywords for searchability, use emojis to add personality and end with a strong call-to-action to drive sales.

Make purchasing instructions crystal clear  

Help your audience get familiar with TikTok Shop. Mention where they can buy, include clear links and explain how people can shop from your store.

Use live sessions to launch new products 

Build hype around new arrivals or collections by hosting a LIVE Shopping event. Show off your latest products and answer questions—all in real time.

Promote your catalog (but not in every video) 

Your audience may get fatigued if all of your content feels like advertising. Keep viewers engaged by posting a mix of promotional and entertaining videos or adding humor to sales-focused content.

Leverage creators and affiliates 

TikTok is a video-first platform, so you’ll need to invest heavily in video creative to establish a presence on the app. Partnering with popular creators and affiliates will lighten your creative load and get your brand in front of a wider audience.

Connect your organic and paid strategy 

Brands like Love and Pebble and MySmile have boosted sales by re-using high-performing organic content as creative for paid ad campaigns. Just make sure you get permission from the original creator first if you didn’t create it.

Tap into your existing community 

Use retargeting ad campaigns to bring website visitors to your TikTok Shop. Or use LIVE Shopping to engage your existing TikTok community. For example, skincare brand Glow Hub hosts weekly LIVE Shopping events to showcase products, educate followers and show them how to build a skincare routine.

Upgrade your social strategy with TikTok Shop

TikTok is already a valuable marketing channel. With the launch of TikTok Shop and other platforms like YouTube adding similar shopping features, it’s clear that we’re entering a new social media era—shifting from an awareness play to a full-funnel strategy.

Integrating sales and e-commerce goals into your social media strategy requires research, strategy and cross-functional collaboration. To jump-start the process, we created a tool to guide those initial conversations, define priorities and get everyone on the same page.

Download the Social Commerce Strategy Interview Guide to start building your social commerce strategy.

The post How to integrate TikTok Shop into your social strategy appeared first on Sprout Social.

Social is now a fixture in the customer journey and has a direct impact on purchasing decisions. Starting at the top of the funnel, consumers rely on social to discover new brands, products and services, which is good news for your awareness goals and prospective sales. The consumers in discovery mode that go on to hit the follow button really mean business.

According to The 2023 Sprout Social Index™, 68% of consumers’ primary reasons for following a brand on social media is to stay informed about new products and services. The second most common reason is to have access to exclusive deals and promotions.

Not only are consumer shopping preferences shifting to social, social platform developers are actively bringing sales and social marketing closer together with the steady emergence of new or improved social commerce solutions.

As your business looks to social media to increase online sales and turn a profit, these six tactics will help you bridge the gap between “post” and “check out”.

1. Start selling directly on social media platforms

The pandemic-era surge in social media usage wasn’t just a passing trend. More than half (53%) of consumers say their social media usage has been higher over the last two years than the previous two years.

Social has become a place to discover new trends and interests. In a lot of ways, it’s the new shopping mall—and platforms have gotten the memo.

Social commerce encapsulates the entire customer journey, allowing consumers to move from discovery to purchase in a single channel. And with a frictionless shopping experience and streamlined checkout process, consumers are more likely to make purchases in the moment.

There are a variety of network-supported commerce tools that marketers can use to reap revenue from social. Popular social commerce platforms include:

• Facebook Shop
• Instagram Shopping
• Pinterest Product Pins
• TikTok Shop

As social platforms increase their investments in commerce solutions, businesses are following suit—63% of business leaders say they’ve already adopted social commerce features available in their social media management platform of choice.

Connecting your product catalogs to a social commerce solution also gives brands a chance to curate collections that align with larger campaigns.

Sprout’s dedicated integrations with Shopify, Facebook and Instagram Shops will accelerate your entry to social commerce. Once you upload your product catalogs into Sprout, your team can create new direct sales opportunities. Adding product links to social content or including them in responses to consumers who have reached out directly is an easy win.

2. Find your highest converting social content—and make more of it

Data and social best practices suggest that easily digestible, visual content—like static images, for example—help marketers hit social goals more than text-based posts. But maybe your audience is different. The only way to know is to dig into the data and make more of what works.

For the sake of understanding how social media can increase sales, focus your analysis on owned content that includes information about your products or services, promotions and links to your website. Ideally those links will include UTM parameters so you can effectively track the behavior and path of people who have clicked the link via Google Analytics.

What data matters most? Here’s a quick breakdown of the KPIs you should be on the lookout for.

• Organic: Engagement rate, click-through-rate, social traffic referrals, website page actions (e.g., form submissions, purchases)
• Paid: Conversion rate, return on ad spend (RoAS), cost per conversion

Marketers who are diligent about tagging outbound content have the ability to conduct more granular analysis. For example, fashion retailer River Island has over 160 active tags they apply to content to track more qualitative insights like consumers’ preferences for UGC content versus official brand photography.

Using Sprout’s Tag Performance Report, they analyze and compare performance, which helps them decide how to allocate budgets for different creative assets and ad campaigns.

Once you identify your audience’s preferred content formats, look for ways to transform them into shoppable posts. Thanks to emerging functionality across social platforms, everything from video to UGC can turn into a conversion opportunity.

3. Use conversational commerce to nurture buyers on social

One of the obvious benefits of social media is that it gives both consumers and businesses a convenient, accessible way to communicate with one another—and that value cannot be understated. Research from The 2023 Sprout Social Index™ shows that the majority of consumers (76%) place equal value on brands that prioritize customer support and brands that respond quickly to customer needs.

Conversational commerce combines messaging and shopping, enabling consumers to use chat or voice assistance to make purchases from a brand. Chris Messina, who coined the term, says it’s all about “delivering convenience, personalization and decision support while people are on the go, with only partial attention to spare.”

If you’ve ever received a promotional code or discount in your direct messages, booked a haircut appointment through Facebook Messenger or asked a product question in WhatsApp, that’s conversational commerce at work. Across platforms, messaging allows digital marketers to deepen customer relationships by offering more personalized recommendations like a digital personal shopper.

It’s important to note that conversational commerce isn’t solely about net-new sales. Offering strong customer service is an equally important benefit, and pays dividends given that it’s the top quality consumers associate with best-in-class brands on social.

No matter where a customer falls in the sales funnel, social marketers need to have a strategy in place to manage inbound messages and provide efficient, effective support. If squaring this advice with your team’s current bandwidth feels like a tough pill to swallow, don’t worry. Providing top quality customer service doesn’t mean 24/7 agent availability.

Brands like Corelle use customer service chatbots to triage DMs on platforms like Facebook and X (formerly known as Twitter). If you’re hesitant about delegating customer requests to a robot, don’t worry. Chatbot quality and best practices have made major strides over the past few years. Now, they offer both agents and customers more control over their support experiences.

If you look at Corelle’s Facebook Messenger chatbot, you’ll see that the option to request human help is always available. However, if a customer is crunched for time and can solve their issue through self-service tools, they’re empowered to do so.

This relieves your teams from the burden of addressing frequently asked questions individually, so they have more energy to devote to complex customer challenges.

4. Use social listening to find which topics resonate with your audience

Social listening lets businesses tap into public conversations that expand their understanding of their customers, industry and competitors. It can give insight into the trends your audiences are engaging with, reveal sentiment around specific brand campaigns and opportunities to differentiate your brand from the competition. Social listening holds the answers to your business’ burning questions and with knowledge comes power.

Combine your findings from social listening with your insights from content analytics and customer service channels to develop data-backed marketing messaging that converts.

Social listening can also surface leads and sales opportunities for your brand, you just have to be ready to jump in. Hy-vee, for example, wasn’t mentioned in the original post below. But with social listening, their team flagged the relevant prompt and responded accordingly.

Harnessing the power of social listening is much simpler if you have tools like Sprout Social that do the heavy lifting for you. Empower your sales team to master social listening with this step-by-step listening guide.

5. Leverage employee advocacy

Increasing sales through social media isn’t exclusive to business-to-consumer brands. B2B brands across industries are driving revenue through employee advocacy.

Employee advocacy is when an individual promotes their employer’s brand throughout their individual social media networks to benefit both parties. The individual is able to establish themselves as a thought leader in their respective industry, and the business receives increased brand awareness while maintaining control over their messaging.

This awareness does more than just build brand’s social media reputation. It drives measurable ROI. For example, Edgio saw $126,000 in earned media value in just three months after adopting Employee Advocacy by Sprout Social. In an uncertain economic environment, that type of brand awareness can push you past your competition in the eyes of your target audience.

Employee Advocacy by Sprout Social makes it easy for employees to find your lead-generating content that aligns with their focus and audience, so they can quickly post approved messages to their social network. On top of that, Advocacy’s deep integration with Sprout means you can compose and publish posts for Advocacy and your brand’s social media channels, all in one place.

6. Check that you’re posting on social at the right time (for your audience)

Posting content at the right time often means more impressions, engagement and conversions. Data will tell you, for example, that the worst time to post on Facebook is Sunday. But your audience is unique. Analyze your social platforms and find what times work best for you, then build a publishing schedule from there.

If you have Sprout Social, the ViralPost® feature will calculate the best times for you.

We spoke to Jonathan Jacobs, Vice President of Social Strategy at Accelerate360, to dig deeper into their success using ViralPost®. Here’s what we found:

• Facebook: Optimal send content had 62% more impressions, had 135% more engagement
• Twitter: 59% more impressions, 97% more engagement
• Instagram: 44% more impressions, 65% more engagement

Publishing at the right time creates more exposure for your brand and, ultimately, more chances to entice a sale.

Prove your ROI by increasing sales through social

Focusing on just one of the ways we’ve outlined above may not move the needle for sales, but the sum of these efforts can make a massive difference.

Is your business ready to step into the social commerce space? Download this interview guide to develop a cross-functional social commerce strategy that will fuel long-term revenue.

The post 6 effective ways to increase online sales through social media appeared first on Sprout Social.

Brands that are truly “killing it” on TikTok are creating content that’s as entertaining as it is authentic–making the audience feel closer to the brand. This trends away from the often polished and perfect posts we’re used to seeing from businesses on other social media platforms.

This 45-minute discussion will cover: 

• How your business can gain value from TikTok 
• TikTok audience insights and its potential for your business
• Impactful TikTok marketing tips you can begin implementing now

Featuring speakers from Sprout Social:

The post How to Unlock the Power of TikTok for Your Business appeared first on Sprout Social.

Analysts predict US ecommerce sales to increase from the current 23% of retail sales to 31% by 2026. Brick and mortar stores aren’t going away, but modern consumers have more items on their shopping list for preferred brands online. Along with choice and convenience, consumers are concerned about price, brands who align with their values—and that’s just the beginning.

Marketers with sophisticated social presences and ecommerce managers need to keep up with the latest ecommerce trends because consumer behavior is constantly evolving. Product launches no longer take place solely in the physical space. The digital one is just as, if not more, important.

Let’s take a look at the top ecommerce trends you need to know about in 2023:

1. Accelerated use of mobile shopping
2. Social commerce continues to grow and evolve
3. Personalization is a preferred shopping experience
4. Artificial Intelligence will help brands learn more about shoppers
5. Zero-party data and privacy are on consumers’ minds
6. AR and VR enhance online shopping experiences
7. A rise in voice search
8. Businesses focus on optimizing for conversion
9. Subscriptions help retain loyal customers
10. Consumers are choosing brands that align with their beliefs
11. Consumers are increasingly mindful of sustainability
12. Livestream shopping
13. Conversational marketing

1. Accelerated use of mobile shopping

Mobile commerce is more than simply using your phone to buy items. It includes any purchasing activity (engagement with mobile ads, speaking with sales reps, browsing brands on a smartphone, etc) made on a mobile browser or app. And since mobile shopping intersects with other trending ecommerce features like live stream shopping, augmented reality shopping and in-app purchases, we predict its use will accelerate in 2023.

How to act on this:

• Consider your current mobile shopping offerings and experiment with trending commerce features.
• Pay attention to new ecommerce product features to stay ahead.

2. Social commerce continues to grow and evolve

Social commerce reigned supreme in 2022. But consumers’ wants are becoming more complex and they’re more selective with their purchase decisions, especially in a looming economic downturn.

Sprout’s social shopping report found 98% of consumers planned to make at least one purchase through social shopping or influencer commerce in 2022—and this trend isn’t slowing down. If you haven’t already started selling on social media, chances are high that your competitors already are or are planning to.

With the maturing of creator marketing, the natural next step is for platforms to help creators and companies sell to consumers.

Grove Collaborative utilizes Instagram Shop to offer customers a unique browsing experience and the ability to check out within the app. Along with photos, they include tutorial videos to illustrate how to use their products. Users can also send a direct message to Grove Collaborative if they have a question.

Why make someone leave Instagram if they can just click on a product tag and purchase something in less than a minute? In the buyer journey, it’s one less click for customers and that’s one less chance for them to abandon the cart.

In our Q1 2023 Sprout Pulse survey, 47% of consumers say they plan to use shopping features within a platform (Instagram Shops, Facebook Shops, TikTok Shopping, etc.).

Even across generations, consumers anticipate using in-app shopping features over the next year.

How to act on this:

• Consider implementing new in-app shopping features on social media.
• Meet your customers where they are. Which social shopping platform or feature do they engage with the most?
• Reward social shoppers with exclusive in-app discounts and sales.

3. Personalization is a preferred shopping experience

B2C and B2B consumers alike are seeking custom ecommerce experiences and are more likely to remain loyal to retail brands that offer a personalized experience. According to the State of Personalization 2022, almost half  (49%) of consumers say they will likely become a repeat buyer after a personalized shopping experience with a retailer.

Personalization can include product recommendations, offers and discounts and a cohesive retail experience across multiple channels (website, mobile and social). It can also include offering a variety of payment methods. If customers have a preferred payment method and it’s not available, they could easily abandon the website without completing their purchase.

Brands that are expanding their personalization efforts are reaping benefits. According to BCG’s Personalization Maturity Index, retailers that scale advanced personalization capabilities earn on average four times the revenue compared to those with less advanced features.

How to act on this:

• Scale personalization efforts by offering product recommendations and exclusive offers.
• Consider offering modern payment methods, like Apple Pay, or buy now, pay later services like Klarna.
• Prioritize improving customer care across your social media channels.

4. Artificial intelligence will help brands learn more about shoppers

With the rise of custom shopping experiences, artificial intelligence (AI) is growing quickly. AI can collect data on customers’ shopping behaviors. This can include how a customer shops, their preferences when browsing for a product/service and time of purchase. Brands can use this information to offer a personalized shopping experience.

It’s like your favorite sales associate, but with a techy twist. Instead of your favorite associate, AI can show a new shoe you might like or share details about relevant upcoming sales.

You may be familiar with the science fiction trope of an AI robot learning how to express human emotions. Well, we are not quite there yet—and perhaps we never will be.

But more practical use cases for AI and customer service are emerging. While not every AI scenario goes well, companies have tapped on AI to compose responses for more practical customer care engagements like searching for an item status. Using AI will improve efficiencies as customer paths are projected to become more complex over time.

As a bot learns how to communicate better, brands can also teach them how to provide more complex customer service, along with offering products based on a customer’s moods and preferences.

How to act on this:

• Research best use cases for AI ecommerce.
• Experiment with AI tools to get a hands-on learning experience.
• Pay attention to industry news surrounding artificial intelligence and machine learning.
• Tap into solutions like Sprout’s upcoming Queries by AI Assist feature to build more robust listening capabilities and capture emerging customer preferences.

5. Zero-party data and privacy are on consumers’ minds

While some consumers want a personalized experience, others are concerned about their data and privacy rights. More consumers are aware that ecommerce sites collect data, but they don’t always know how this data will be used or whether the collection puts them at risk. There are mixed sentiments about the benefits of big data and how it impacts personalized shopping experiences.

In light of top companies like Google planning to end the support of third-party cookies in 2023, brands are beginning to adopt zero-party data. Collecting data directly from consenting customers is an attempt to avoid the issues that come with using third-party cookies.

Our Q1 2023 Sprout Pulse survey shows 63% of consumers are concerned about zero-party data while shopping online.

However, our Pulse survey also revealed over half (55%) of consumers are okay with brands using their personal information to deliver relevant content and offers, or if the recommendation aligns with their identity.

With the future moving toward zero-party data, marketers will have to learn how to balance the interesting dichotomy between personalization and data/privacy concerns.

How to act on this:

• Consider adopting zero-party data and collect customer data in-house.
• Identify and implement the appropriate security and privacy protocols to protect your customer data.
• Be transparent with customers about how your brand collects, stores and uses their data.

6. AR and VR enhance online shopping experiences

Our Q1 2023 Pulse survey revealed 48% of marketers anticipate using Virtual Reality (VR), Augmented Reality (AR) or Extended Reality (XR) technologies like the metaverse. Some 43% of consumers say VR/AR/XR will play a significant role in how they engage with brands over the next 12 months.

“Try before you buy” takes on a whole new meaning with augmented reality (AR) commerce, which uses 3D mapping to help customers try out products or preview experiences before making a purchase. AR has been a game changer across industries, especially fashion, beauty and home decor because it brings the product/service within the fingertips of customers.  Brands don’t even need brick-and-mortar storefronts to take advantage of AR commerce.

A few advantages of AR ecommerce include:

• Customers can get a feel for a product without seeing it physically in person
• Helps customers who don’t have access to a store nearby due to time or proximity
• Since customers can preview products and experiences without purchasing, their purchase decisions are more informed, leading to fewer returns
• Offers consumers the ability to test on their own time, making this marketing and sales channel cost-effective

Some examples of AR ecommerce include virtually trying on glasses frames, placing a piece of furniture in a room to see how it’ll look and applying various makeup products to see what compliments your skin tone.

Within its iOS app, Target uses AR to improve the customer shopping experience. Common furniture items are able to be superimposed into customers’ spaces so they can actually picture how they’ll look. If customers are able to see how well a leather armchair fits into their living room, they’re more confident in their purchasing decision and less likely to return the item.

How to act on this:

• Consider investing in AR ecommerce features through your brand’s app or an AR app like Snapchat.
• Showcase how customers can use your brand’s AR offerings on social media.

7. A rise in voice search

In 2023, marketers are using emerging technologies like voice search to level up their social commerce strategies. Many consumers rely on smart speakers and voice assistants to complete daily tasks. Customers can explore a brand’s various collections, choose product sizes and colors and ask questions directly within their shop.

As more people adopt these systems, they will likely start using voice search to make purchases from clothing to food.

According to our Q1 2023 Pulse survey, 25% of respondents say they plan to use voice search in 2023, a 3% increase from 2022.

How to act on this:

• Optimize voice search by using traditional search engine optimization and semantic strategy
• Optimize product/service descriptions for search using natural speech like “who,” “what,” “where,” “why,” “when,” and “how”

8. Businesses focus on optimizing for conversion

In today’s economic landscape, consumers are spending less and less often. According to Shopify’s The Future of Ecommerce + Trends 2022  report, in a survey of global Shopify Plus merchants, 35% have seen shrinking average cart sizes, and 50% are seeing less site traffic and lower conversion rates.

With so many brands embracing multichannel marketing, marketers need to focus on optimizing for conversion on social media and search engine advertising. Gone are the days of identical messaging across traditional channels like billboards and postcards. Today, companies have to craft a cohesive brand presence while curating the appropriate messaging and content across various social channels.

How to act on this:

• Prioritize customer care across your brand’s channels.
• Include a call to action link or button in content.
• Showcase testimonials and reviews across your channels.

9. Subscriptions help retain loyal customers

Brands are adopting subscription models to attract loyal customers while boosting profitability and retention rates. Subscriptions and/or memberships are becoming more popular due to economic instability and inflation.

B2C brands in particular are marketing subscription plans as an opportunity to save money, some even promising lifetime price rates as a registration incentive. Gated membership communities like Fabletics and Lululemon are rising as well. The model leans on FOMO, offering members VIP-style treatment with exclusive access to products, events, etc.

These benefits are so attractive to customers that Lululemon expects 80% of customers to sign up for membership within the next five years, according to Shopify’s The Future of Ecommerce + Trends 2022  report. Lululemon also stands out because of how they promote their subscription and community. The athletic apparel retailer frequently interacts with customers on social, sometimes even surprising and delighting their customers with subscriptions.

How to act on this:

• Reward subscribers with limited-time offers.
• Market the benefits of your subscription service.
• Engage with subscribers online to shape a sense of community.

10. Consumers are choosing brands that align with their beliefs

Consumers want to spend their dollars on brands that align with their beliefs. Our Q1 2023 Pulse survey reveals aligned values are a top priority for many consumers.  They want to spend their dollars on brands that don’t just talk the talk, but walk it too.

For example, if an ecommerce brand values environmentalism, they could allow consumers the option to minimize the number of shipments an order is sent in. Beauty and apparel brands that champion diversity, equity and inclusion are expected to feature diverse models and offer inclusive sizing or foundation shades.

Our Pulse survey shows 77% of consumers are more likely to increase their spending with brands they feel connected to, a 57% increase from our 2018 Brands Get Real report.

Our Pulse survey also showed, across generations, consumers are more likely to spend on brands they feel the most connected to.

How to act on this:

• Get creative with how you showcase your brand values.
• Collaborate with like-minded businesses, content creators and influencers.

11. Consumers are increasingly mindful of sustainability

Staying true to the trend of consumers choosing brands that align with their beliefs, sustainability is becoming an important staple to shoppers. With factors like the environmental implications of fast fashion and emerging technologies like NFTs (which are known for having large carbon footprints), many consumers are becoming more aware of sustainability.

Consumers are looking for sustainable packing, pivoting from plastic and paying attention to brands’ environmental activism efforts.

How to act on this:

• Evaluate how your brand can embrace sustainable business practices.
• Consider how your product or service can be more eco-friendly.

12. Livestream shopping

Livestream shopping allows consumers to enjoy the best of social commerce and live streaming. Brands, influencers and creators can promote products/services while interacting with customers in real time. The experience is similar to shopping in a store with associates answering questions, but now it’s from the comfort of home.

Some 49% of consumers plan on watching live streams in 2023, according to our Q1 2023 Sprout Pulse survey.

Even traditional television shopping networks like QVC are embracing livestream shopping. Viewers can tune in via Facebook, Youtube and the QVC streaming app.

13. Conversational marketing

Imagine a customer starts a conversation with your brand on Facebook Messenger.

With the help of a chatbot or a live agent, the customer can get answers to their questions about your product/service. And they can even complete a purchase without leaving the platform. Conversational commerce is a lot more personalized and interactive on a one-on-one basis.

Our Q1 2023 Sprout Pulse survey reveals, some 26% of marketers plan to use conversational marketing in 2023, a 6% increase from 2022.

On top of text-based conversational commerce is voice shopping, like we mentioned before. Having a natural conversation with your Amazon Echo or Google Home that leads to a purchase is another example of conversational commerce.

Next steps for marketers

• Consider optimizing conversational marketing efforts for conversion, like chatbot call to action prompts or using live agents with chatbots.
• Implement chatbots on your brand’s website and social messaging platforms.

Evolve your emerging social commerce strategy

Keep an eye on these emerging ecommerce trends over the next year. New technology is helping ensure smoother customer journeys and a better brand experience, helping both the customer and the company.

Get ahead of the latest ecommerce trends with our social commerce strategy tool.

The post 13 Ecommerce trends you need to know in 2024 appeared first on Sprout Social.

Coupled with recent government- and self-imposed restrictions on in-person shopping, more brands than ever before are turning to WhatsApp and similar messaging platforms to interact with customers in meaningful ways.

Today, millions of brands are using WhatsApp Business to build personal connections with consumers at scale. In this article, we’ll establish the growing importance of WhatsApp across business functions (not just marketing), showcase the ways some brands are using the app and highlight a few innovative tips for making the most of the network.

• The benefits of using WhatsApp for business
• Inventive ways to use WhatsApp for business
• 7 WhatsApp Business account features to use
• WhatsApp Business account vs. WhatsApp Business API
• 16 brands that demonstrate how to expertly use WhatsApp for business
  • Customer service
  • Financial services
  • Marketing campaigns
  • Human resources
  • Pipeline growth

The benefits of using WhatsApp for business

For brands that use WhatsApp to engage with customers, there are a number of clear benefits.

• Expand your global reach. WhatsApp, the most popular messaging app worldwide, has upward of two billion active users across more than 180 countries. With a potential audience that large, it’s easy to engage with new prospects that may not yet be aware of all your business has to offer.
• Improve the customer experience. Research from Zendesk found that leading companies offer customer support across twice as many channels as their peers. If you are looking to expand your opportunities to support customers, WhatsApp provides a seamless platform for doing so.
• Enhance employee satisfaction. WhatsApp’s messaging capability can also be a win for your internal team as customer support personnel report that they are 50% more likely to want to engage with customers via messaging platforms versus more traditional methods because it affords them the freedom to multitask.
• Increase profitability. When customer service is streamlined, operating expenses often shrink. Gartner predicts that by 2025, 40% of customer service will go from a major organizational expense to a significant profit driver as direct messaging streamlines sales pipelines.

7 WhatsApp Business account features to use

Once you create your WhatsApp Business profile, you’ll find a suite of tools you can use to scale your 1:1 messaging strategy on the platform. Here are seven that can help you make the most out of your presence on WhatsApp:

1. Quick replies

Quick replies are a great way to take some of the work out of addressing those frequently asked questions, like “when are you open?” or “is this in stock?”.

To set one up, all you have to do is click Quick Replies under the Business Tools section of WhatsApp. From there, you can create up to 50 unique replies that you can access via keyboard shortcuts.

A word to the wise: Start with 5-10 Quick Replies and add more as needed. That will make your new shortcuts easier to remember and use when talking to customers.

2. Automatic away messages

Adding 1:1 messaging to your strategy doesn’t mean you need to be available 24/7. You can use away messages to set appropriate expectations with your customers and to give yourself a break as needed.

Away messages can be triggered by a few different scenarios, including:

• When a customer messages you outside of business hours
• During specific periods, like holidays or extended closures
• When receiving high volumes of inbound messages

When you set up an away message, be sure to clearly state when a customer can expect to hear back from you. Remove as much ambiguity from the situation as possible for an improved customer experience.

3. Contact and message Labels

You can use labels to organize inbound messages and contacts on WhatsApp, similarly to how you might use labels to organize your email inbox.

When it comes to creating a label strategy, it’s a choose your own adventure game. However, if you want to keep your social media response times low, we recommend that you create a label specifically for unresolved issues. This will help keep them top of mind as you work to find the answer to a customer’s question.

4. Catalogs and collections

Use your WhatsApp Business account to drive social commerce sales by creating an inventory catalog within the app. Aside from the product title, all additional fields—price, description, website link, product code—are optional, so you can make your listing unique to your sales process.

You can also use collections to sort your catalog for easier browsing. For example, you can create a holiday-specific collection or one that features products currently on sale.

5. Catalog links

Once you create a catalog, you can share items in your catalog in conversations with customers. All you have to do is find the item you’d like to share and click Send link via WhatsApp Business.

Use this tool if a customer is asking about a specific item or to provide alternatives for items that have sold out. You can also use it to send loyal customers updates on items that have gone on sale.

6. Cart

While you can drive customers directly to your site using WhatsApp Business’s catalog feature, you can also create a more seamless checkout experience by encouraging them to complete their purchase in-app using the cart tool.

All you have to do is enable the Add to Cart feature within your catalog and your customers can handle the rest from there.

7. Broadcast lists

If a customer adds your business to their address book on WhatsApp, you can add them to a broadcast list. These lists help you send the same message to multiple customers at once, saving you a lot of time and effort.

Use this tool sparingly and with SMS marketing best practices in mind. If you use it too often, you risk alienating customers who appreciate your business enough to consider it a personal contact.

WhatsApp Business account vs. WhatsApp Business API

If you’ve been looking into setting up a WhatsApp Business account, you’ve probably also come across information on the WhatsApp Business API (also known as WhatsApp Business Platform).

Think of this as the next evolution of a WhatsApp Business account, designed for medium and large businesses to manage conversational marketing at a wider scale. The WhatsApp Business API provides access to the tools listed above, along with advanced marketing and customer care features, including:

• Multi-agent access
• Profile verification
• Multimedia message templates
• Message variables for personalization
• Interactive messages

Of course, advanced tools come at an advanced price point. WhatsApp Business API also has a conversation-based pricing model whereas WhatsApp Business Accounts are free. Businesses using the WhatsApp Business API receive 1,000 free conversations per month, with monthly rates increasing depending on the number of user- and business-initiated messages sent within the billing period.

16 brands that demonstrate how to expertly use WhatsApp for business

Brands are using WhatsApp in a variety of ways that expand their customer-facing and internal capabilities. The following examples highlight use cases in customer service, financial services, marketing, human resources and pipeline growth.

Customer service

1. Vodafone, a German telecommunications company, has embraced WhatsApp for customer messaging, reaching more than 200,000 customers via this channel each month. Their artificial intelligence (AI) chatbot, TOBi, recognizes more than 250 customer needs and will only pass requests over to employees if it encounters an issue it is not equipped to solve. More than half of these interactions result in a solution for the customer, removing the need for live customer service support in many cases.

2. Estée Lauder was the first major beauty brand to use WhatsApp to offer personalized skincare consultations for customers. Liv, an AI chatbot, was developed in 2020 at the height of the COVID-19 pandemic to replace over-the-counter consultations customers previously had in department stores. These digital conversations help customers understand how to use the company’s products and gather tips for maintaining an effective skincare regimen.

3. Nissan Saudi Arabia, looking to engage younger customers and reduce its reliance on call centers, began using WhatsApp to handle inquiries and nurture sales. In the Kingdom of Saudi Arabia, people under 30 years old make up nearly three-fourths of the population. To reach that market, Nissan developed an automated chatbot powered by WhatsApp that could answer simple customer questions without the need to transfer them to the call center. After the launch of the chatbot, leads increased 390% and inbound calls were reduced by 33%.

Financial services

4. One of Spain’s leading insurance providers, Mutua Madrileña, offers personalized messaging for customers via WhatsApp on more than 1,000 topics. In the first six months of using this new channel for customer support, the company had received nearly half a million messages, making up 23% of digital customer inquiries. In late 2020, the brand became the first insurer in the country to allow customers to submit automobile accident claims via their WhatsApp virtual assistant, resulting in a process that is now 30% faster.

5. WhatsApp banking is also a thing. Many banks, primarily in Europe, the Middle East and Asia are using the app to make banking simpler and more convenient for customers. India’s ICICI Bank and Pakistan’s HBL Bank both use the app to answer customer questions and to conduct basic transactions.

6. Mukuru, one of the largest money transfer providers in Africa, realized more than $1 million in reduced SMS costs after implementing customer service via WhatsApp. It also improved the reliability and security of wire transfers for the financially excluded communities it serves across the continent. With WhatsApp available, consumers can reduce their dependence on mobile banking apps that traditionally use more unpredictable unstructured supplementary service data (USSD) protocols that don’t require an internet connection. Since the introduction of WhatsApp, the brand’s customer satisfaction has jumped from 65% to 80%.

7. Tikkie, a Dutch peer-to-peer payment app (similar to Venmo or Zelle), created their own set of 11 stickers for their WhatsApp users. The stickers allowed customers a fun way of communicating with each other to thank someone for paying or to remind them to do so.

Marketing campaigns

8. Absolut Vodka, a Swedish spirits brand, used WhatsApp to publicize an in-person product launch event in Argentina. Customers were encouraged to message a chatbot doorman named Sven to try to convince “him” they deserved one of two available tickets. This campaign resulted in more than 1,000 messages from 600 individuals over three days.

9. Carrefour Group, a French-based big box store chain, uses WhatsApp to provide digital coupon catalogs to its client base. These offers were previously printed, but the company wanted to offset those costs and have better targeting capabilities based on customers’ locations and preferences. By inputting their zip code into a chatbot, customers can be directed to their nearest store and also receive tailored deals straight to their phone. According to Meta, 45% of users now engage with the digital catalog versus 10% who open the catalog via email.

10. The Brazilian arm of Hellmann’s, a mayonnaise brand, launched a campaign via WhatsApp to provide its users with on-demand cooking advice delivered by culinary professionals. The campaign, called WhatsCook, allowed customers to converse in real time with chefs to get detailed instruction, answers to their questions, or specific assistance for preparing their meals.

11. Adidas’ 100% Unfair Predator campaign, launched via WhatsApp, helped the brand engage with a core set of customers: footballers. Users were allowed to chat with Adidas to request a professional athlete join their local teams for a single game. For the lucky teams chosen, Adidas-sponsored players showed up in the company’s new Predator20 Mutator shoes.

Human resources

12. BASF Group, a German chemical production company, uses WhatsApp to engage potential recruits. Anilina, a digital career assistant in the form of a chatbot, helps to answer candidates’ questions quickly and on the spot. For more involved conversations, candidates can reach out to representatives Monday through Friday via WhatsApp chat.

13. Logistics company Deutsche Post DHL Group allows candidates to apply to open positions directly from WhatsApp, eliminating the need to fill out lengthy and cumbersome online forms. The company deployed the chatbot to reach their target candidates where they are via a more user-centric application process.

Pipeline growth

14. French newspaper Le Monde used WhatsApp’s status feature to target customers in French-speaking African countries. The company posts content to its status, which is viewable for 24 hours (similar to an Instagram Story), three to four times a day. About 20% of the brand’s follower base typically consumes this content, and over time, Le Monde Afrique has grown its WhatsApp followers by 10,000.

15. Triya, a Brazilian beachwear brand, uses WhatsApp to converse with its customers and also to send order information like receipts and tracking information. After doubling down on their presence on the app, the company 5Xed their annual sales.

16. Centaline Property, one of Hong Kong’s largest real estate brokerages, uses WhatsApp to qualify leads more quickly and increase their sales pipeline. The company integrated the network with its property recommendation engine to allow leads to be funneled to the appropriate agent, along with each customer’s information and communication history. The use of key WhatsApp features like List Messages and Reply Buttons help Centaline Property personalize their outreach, resulting in a 27% increase in sales conversions.

How will you use WhatsApp for business?

Conversational marketing is here to stay. The majority of customers expect it, and companies that strategically engage their audiences via channels like WhatsApp are better positioned to take advantage of the growth it makes possible.

If you’re looking for even more opportunities to use social messaging to build stronger customer relationships, this interview with Martha O’Byrne-O’Reilly, head of messaging developer partnerships at Meta, should give you some ideas.

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