Making the most of Facebook Store
When it comes to Facebook, Facebook Store is one of the most effective ways for introducing social commerce and connecting your content with sales.
Facebook Store plays the role of a connector between your e-commerce store and your Facebook profile. With such a tab, you can present your products directly on Facebook and redirect your customers to your shop so that they can finalize a purchase. While in the past you only had the option to click through a link post or on a link in your post, now your audience is already one step closer to clicking “buy now”. Shoppable posts, both on desktops and mobiles (on mobile, the Canvas (Gallery) format is often used by brands—see above), shorten the customer journey for potential clients and give them the opportunity to purchase an exact product right here and right now.
Can shopping be any easier?
Take a look at an example from Cluse. You can browse their shop directly on Facebook, and Cluse can also tag these products in their social media posts. You can find that Shop in a tab on their Facebook Page, and shop through it even if shoppable posts are not being published at all.
Collaborating with social media influencers
Social media influencers gain a huge following around them and can visibly impact shopping decisions. It does not come as a surprise that brands are getting increasingly more willing to cooperate with influencers whose followers make up that top-notch target group. While some brands simply buy reviews and publications on a particular social media influencer’s channels, others go a step further and involve influencers in some promotional activities, such as contests or exclusive collections.
It’s a classic win-win-win situation. Brands can show off their products via an influencer, thus increasing reach and sales opportunities. Influencers can be introduced to a wider audience, and therefore gain extra visibility and money for themselves. Followers are provided with special, exclusive material involving a brand and influencers that they know and like.
Boosting user-generated content
Your followers are your best billboard, and your brand ambassadors are your best business card.
It is more likely that customers will trust user-generated content than some published by influencers. Do you know that for 90% of consumers, authenticity is an important factor in determining which brands they like and support? Nothing is more authentic than another client or user who is basically a walking recommendation of a particular product or brand.
User-generated content can be one of the most affordable ways of implementing social commerce in your company, but you need to get prepared for it. Invest in social media monitoring to keep an eye on possible mentions and react to them accordingly.
Why would you do that? To identify some of your early brand ambassadors and involve them in further activities. Some of them can collaborate with you for a long time and tag you in their posts just to be reposted. They can be real gems for you, so do not underestimate their power and potential. You can then ask them for permission to use these digital assets in any further promotion.
To make it easier for your brand, you can come up with a dedicated, unique hashtag that will help you recognize brand ambassadors as early as possible. #WheresWellington is one of them, while for instance Zalando uses #ZalandoStyle.
And yes, hashtags also work on Facebook.
Your customers can upload pictures of your product with the dedicated hashtag and everybody who follows that hashtag will see how satisfied your customers are with their purchases, and what products they use.
What’s also significant is that user-generated content plays an important role of being social proof. Your future customers can see that your products are for “regular people”, not only for influencers. They can imagine themselves interacting with your product—wearing or eating it—more easily.