How Brands Are Using Shoppable Media to Drive Sales
Have you ever been scrolling through your favorite social media platform and come across a picture or video of a product that you just have to have? And then, to your surprise, there’s a little shopping bag icon on the corner of the post, allowing you to purchase that item with just a few clicks. This is shoppable media, and it’s becoming increasingly popular among brands looking to drive sales and engage with their audiences in a more interactive way.
The Rise of Shoppable Media
Shoppable media has been around for a few years now, but it’s really taken off in recent years as social media platforms and e-commerce websites have become more sophisticated. With the rise of influencer marketing and the constant need for businesses to stay relevant and accessible to their customers, shoppable media provides the perfect solution.
According to a 2019 survey by SmartCommerce, 83% of consumers have made a purchase as a direct result of seeing a product in social media content. And with the average user spending nearly 2.5 hours on social media per day, it’s no surprise that brands are tapping into this market to boost their sales.
The Benefits of Shoppable Media
Direct Purchasing
The most obvious benefit of shoppable media is the ability for consumers to purchase products directly from the content they’re viewing. Gone are the days of having to search for a product on a brand’s website or go to a physical store to make a purchase. With shoppable media, consumers can buy products with just a few clicks, making the purchasing process much more convenient and efficient.
Increased Engagement
In a world where consumers are bombarded with advertisements and marketing messages, it’s becoming increasingly difficult for brands to stand out and engage with their audiences. Shoppable media helps to solve this problem by providing a more interactive and engaging experience for consumers. By allowing them to make purchases directly from the content they’re viewing, brands are able to capture their attention and drive a deeper connection with their audience.
Data Collection
Another benefit of shoppable media is the valuable data it provides for brands. By tracking the purchases made through shoppable media, businesses are able to gain insights into their customers’ behaviors and preferences. This data can then be used to improve and optimize future marketing strategies, leading to increased sales and customer satisfaction.
Examples of Shoppable Media in Action
Social Media Platforms
As mentioned earlier, social media platforms have played a vital role in the popularity and success of shoppable media. Instagram, in particular, has been at the forefront of this trend, with the introduction of features such as shoppable posts and Instagram Checkout. Brands can now tag products in their posts, allowing users to click on the tags and make purchases without ever leaving the app.
Facebook and Pinterest have also jumped on the shoppable media bandwagon, with both platforms introducing similar features to their users. This has opened up new opportunities for businesses to reach and connect with their target audience, as well as increase their sales.
Influencer Marketing
Influencer marketing has become a major player in the world of advertising and has only been further amplified by the use of shoppable media. Brands are leveraging the power of influencer partnerships to showcase their products in a more authentic and visually appealing way. By tagging products in their posts, influencers are able to drive direct sales for the brands they work with, making it a win-win situation for both parties.
Tips for Using Shoppable Media Effectively
While shoppable media can be a highly effective tool for driving sales, it’s important to use it in the right way. Here are some tips to keep in mind when implementing shoppable media into your marketing strategy:
Make it Easy to Purchase
The whole point of shoppable media is to make the purchasing process easier and more convenient for consumers. Make sure the link or feature to purchase is easily accessible and functional. The last thing you want is for potential customers to get frustrated and give up on making a purchase.
Stay Authentic
Consumers are becoming increasingly savvy when it comes to advertising and can easily tell when something feels inauthentic. Make sure your shoppable media fits seamlessly into your brand’s overall message and tone. This will help to build trust with your audience and increase the likelihood of them making a purchase.
Track metrics and adjust accordingly
As with any marketing strategy, it’s important to track and analyze the success of your shoppable media efforts. Use this data to make adjustments and improvements to your strategy to optimize your results.
Conclusion
Shoppable media is a powerful tool that brands are using to drive sales and engage with their audiences. By making the purchasing process easier and more interactive, businesses can connect with consumers in a more authentic and meaningful way. As technology continues to evolve, we can expect to see shoppable media become an even more prominent part of the e-commerce landscape.
