Social Commerce: The Latest Tactics And Innovations

Social commerce has revealed the potential for engaging and converting consumers using the various sales and marketing features offered by social networks. Discover with expert Isabelle Mathieu the latest tactics and innovations to consider on the subject. The Capterra study on social media purchases reveals a growing adoption by consumers of this means of making purchases, highlighting the importance for brands to develop approaches adapted to this dynamic environment.

This trend in social commerce, or social commerce, invites companies to deploy effective tactics to capture the attention of their audience, optimize their actions on social media and convert engagement into sales. Whether adapting to consumer preferences, leveraging the strengths of paid advertising, or laying the groundwork for innovations like TikTok Shop, success depends on the ability to integrate these trends into a cohesive and user-oriented strategy. The following article provides an overview of tactics for social commerce in 2024, providing businesses with practical advice for leveraging social platforms as effective sales vehicles.

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The Preferences And Behaviors Of generations Y and Z in the crosshairs

Generations Y and Z represent an essential target for companies, constituting a significant segment of active consumers with growing purchasing power. In fact, 43% of members of Generation Z and 39% of those belonging to Generation Y have already made purchases on social networks, a percentage significantly higher than that observed among members of Generation Baby Boomers (17%).

In order to capture the attention of these groups, companies must favour platforms mainly frequented by these consumers. Depending on the generation, we can observe a variation in preferences, although Instagram presents itself as a channel of choice for both Generation Y and Generation Z. Generation Y is therefore turning to:

Facebook (24%)
Instagram (19%)
WhatsApp (17%)
Generation Z shows a preference for:
Instagram (19%)
Snapchat (18%)
TikTok (15%).

Developing a multi-platform strategy is a necessary approach. This approach not only makes it possible to cover a broader spectrum of platforms popular with these audiences but also to respond specifically to their varied expectations. Each generation is distinguished by its own consumption trends, preferences and purchasing behaviors, requiring careful understanding and tailor-made adaptation. Thus, adjusting content and formats for each social network is essential for maximum resonance with these consumer segments.

By adopting a strategy that takes into account the diversity of platforms and nuances between generations, companies can achieve a more impactful and engaging presence. Adopting a diversified influence strategy for increased impact on purchasing decisions. How can brands effectively influence consumers’ purchasing decisions on social media? To answer this question, the Capterra study sheds light on possible levers for action.

Paid advertising thus captures almost half of purchases on social networks, a type of content identified as influential by 47% of those surveyed. It gives brands complete control over the content, targeting and placement of their messages, enabling a precise approach to reaching their target audience. However, increased creativity and personalization are necessary to stand out in a constant flow of information.

Paid content from influencers, cited by 31% of respondents, attests to the crucial role of influencer marketing in today’s landscape. These personalities, often enjoying a loyal community, are likely to inspire trust among their audiences and convincingly convey brand messages. Strategic partnerships with these influencers can, therefore, prove very beneficial, provided that their values and those of the brand are in harmony.

Unpaid content, including posts from loved ones or mentions in comments, determines purchasing decisions according to 25% of respondents. Recommendations from those around them, perceived as more authentic and reliable, have the potential to have a significant impact without directly costing the brand. Companies should, therefore, invest in creating an engaged community willing to spontaneously share their positive experiences, as well as user-generated content campaigns.

Paid events broadcast live by companies or influencers are influential factors, according to 24% of respondents, suggesting that consumers appreciate interactive and immersive brand experiences. Live events create a sense of urgency and community, increasing consumer engagement with the brand in real-time.

Shoppable Ads, A Potential Sales Lever To Monitor

We saw previously that advertising captured almost half of the influence on social networks. Among the existing advertising offerings, one format can be highlighted: “shoppable ads” or even advertisements with in-app purchases. Among the latter can be cited the examples developed by Meta (Facebook and Instagram) and Pinterest to integrate shoppable ads into the user experience.

On Instagram, for example, product tags in posts and stories are intended to make purchasing easier. Users are directed to the article page, where they discover additional information. They are then directed to the brand’s website to finalize the purchase. For its part, Pinterest offers product pins in the form of shopping ads that redirect to the company’s website to complete the purchase.

Note that the adoption of the video format in advertisements with in-app purchases is likely to offer superior results to those generated by static images. The reasons are simple: video captures attention more effectively and provides an immersive experience. It offers a live demonstration of the product, which can increase interest, engage the consumer and positively influence the purchasing decision.

Although in-app payment is not yet available in France, brands should remain attentive to which platforms will launch this functionality. Because it allows users to make purchases without leaving the platform, this frictionless shopping experience has the potential to increase conversion rates significantly.

Social Commerce, A Method That Requires Constant Monitoring

The rapid evolution of the social commerce trend requires companies to constantly adapt and monitor strategically to stay in line with consumer expectations. The tactics discussed in this article represent concrete avenues for effectively targeting strategic audiences, identifying new levers of action and anticipating the arrival of new products. This year, the opportunities offered by social commerce are real. It is up to companies to seize them thoughtfully and innovatively.