Nutzen Sie Social Commerce, um Ihr Geschäft auszubauen und die Kundenbindung zu steigern

by Bistriti Poddar |

Nutzen Sie Social Commerce, um Ihr Geschäft auszubauen und die Kundenbindung zu steigern

Social-commerce

Since the pandemic, customers are fast switching to online mode of shopping. Various factors like value for money, faster deliveries, convenience, flexible refunds and returns, buy now pay later options have created a great demand for social commerce. Social commerce is the use of social media channels for e-commerce transactions. It’s fast becoming a growing … Weiterlesen

Everything You Need to Know About Loyalty Applications

Loyalty Applications

Brand loyalty, customer loyalty, and loyalty programs are commonly mentioned terms in modern-day marketing. Loyalty programs, overall, are based on incentive theory, which suggests that behavior is motivated by a desire for reinforcement or incentives. The psychological effect loyalty and reward programs have on customers is one of the prime reasons these remain valid and … Weiterlesen

Social Commerce: the Future of eComm & Customer Loyalty

social commerce

It’s 2019 and social media is evolving way beyond social purposes alone. Platforms like Facebook and Instagram have taken giant strides toward implementing a seamless eCommerce experience into its functionalities. From discovery to conversion, commerce can now be facilitated from your favorite social media channels, across devices and countless supportive apps. Social media and other … Weiterlesen

Instagram Product Tags Enable In-App Shopping for Select Brands

instagram product tags

For a whole week in May, Instagram’s top designers and product managers were not in their California headquarters. They were in a rented house, stocked with snacks, far away from laptops and machines. They were brooding over how to make their photo sharing app shoppable without transforming it into a splashy catalog. That intense brainstorming process gave rise to several ideas…and after carefully filtering out them, the team decided to put their heart in one idea- Instagram product tags!

Instagram Product Tags: How They Work

Instagram is testing a solution allowing certain retail partners–20 to be precise–to tag products in the photos they post to the social network, similarly to how one would tag a friend. Each post will have a tap to view icon at the bottom left of a photo. When tapped, a tag will appear on various products in the post—showcasing up to five products and their prices. After selecting this tag, a user will be able to see a detailed view of the product. If user is convinced by that product information and wishes to buy that product, he can tap on the Shop Now link from the product details view. The user then will be directed to that product on the business’s website, making it easier for them to buy the product they want.

In short, the new Instagram product tags work much like tagging a user would work, except now certain test companies will be able to tag their products in their images and Instagram users who happen across these tags will be able to purchase the product within the app. There is no need for third party processing or a browser.

instagram product tags

The noticeable thing about Instagram product tags is that they do not hinder the user experience. Neither do they force people to view these tags. Instagram product tags are initially hidden by default to all users, but users will see a button that allows them to show the tagged products. Besides, as the product pages will be opened within Instagram itself, there is no need for users to open a separate browser to complete the purchase. If user goes to the product page of retailer’s website after tapping the new link button and he decides not to buy at the final moment, he can simply swipe to go back to their feed without needing to switch out of a separate app.

Of course, one has all the reasons to look at this move through the lenses of cynicism and pessimism. After all, social media has found it hard to sell items on its platforms. Not long ago we saw the premature death of Twitter’s buy button along with the departure of its head of e-commerce. The history of shopping Facebook, Instagram’s parent company, is not all rosy either. It’s had “credits,” store tabs, and more, and just recently debuted product tagging itself as well as a Craigslist-style marketplace.  We’re unsure yet if these efforts will work out, but Facebook’s earlier adventures definitely didn’t. With such a mixed past, why did Instagram decide to go in the direction of social commerce?

The Why of Instagram Product Tags: The Nature of Instagram

The functionality and ways of operating are different for different social media platforms. Twitter is all about textual ways of expressing one’s thought about any damned matter coupled with the curiosity to know what celebrities have to say. After all, more than common people, Twitter has become celebrities’ first choice when it comes to social media platforms. The flourishing of a buying activity has a lesser possibility there.

But Instagram is inherently and predominantly visual. That’s what is actually needed to showcase the various qualities of your products in an effective way. Hearing about a beautiful wallpaper and actually having a look at it is as different as night and day. The visuals have more power to stimulate buying behavior. And this is the thing which might work in the favor of Instagram.

The Why of Instagram Product Tags: Data Gathering

Instagram is not taking any profit from its 20 retail partners for this service. It’s understandable too. Instagram has the financial and logistical power to look at it as a pure experiment. With this, Instagram will get the clear cut picture of online shopping from the angle of social media. It can keep an eye on what people generally like to buy on social media platforms, up to what extent people are ready to accept social networks as places of shopping, what are the common hindrances that may occur in such shopping activities, and much more.

In the long term, this will fortify Instagram’s future attempts of targeted ads. Through Facebook, it already has huge data about the habits of the world’s Internet users. This feature will give it much more granular shape. And it will definitely brighten the ad revenue prospects of Instagram. According to eMarketer, Instagram is on track to surpass Twitter, which seems to be fading quickly, in worldwide ad revenue by 2017—pulling in $3.6 billion compared to Twitter’s $2.53 billion.

The Why of Instagram Product Tags: A Potentially Seamless Buying Experience

Though with each passing day mobile is more and more the de facto tool for shopping, most mobile shopping experiences today take people from the shop window right to check out—without giving consumers the opportunity to consider a product and get more information. Instagram’s own survey suggests that the majority of purchases takes a day or longer, with only 21% of purchases made within a day. Without ruling out the power of impulse buying, it’s quite clear that people take time to better understand the products they’re interested in.

That’s precisely why even though this feature is currently available to a group of people on iOS devices within the US, Instagram will be exploring more options of this feature such as the ability to save content so Instagrammers can take an action later. This will give customers time to think about the product more…and once they are truly convinced they want it, they can fall back on the saved content to buy it. Naturally, the better the mobile shopping experience, the better the chances of sales!

Eventually, Instagram product tags will be an act to boost its monetization process- something which many social media platforms have tried to achieve. But the way Instagram is doing it and the visual nature that it has, it looks like a move in a right direction. Instagram is already profitable and is raking in billions of ad dollars, so if this succeeds, it’ll mean a whole new level of revenue for the app.

For now, though, this is only in testing and available to a select few brands. If you want to make your Instagram shoppable without waiting, check out Shoppic.me!

Note: We always keep a close watch on each and every happening in the social media world. In this blog also we have discussed Facebook’s recent updates for marketers, including product tags. Here, you can find out everything about Facebook’s launch of Marketplace. To know which new targeting tools Snapchat has added in its arsenal, have a glance at this blog.  Similarly, to get acquainted with recent Instagram updates, this blog is a must-read.

Facebook Marketing Updates: Product Tags and Messenger Stories

facebook marketing

One of the major reasons why Facebook has reached the level of being really unremovable from the modern marketer’s life is its endless pursuit of betterment. Its think tank is never tired of exploring new avenues by remaining on its toes all the time. Two recent announcements about Facebook marketing make this especially clear.

Facebook Marketing Update #1: Now, It Will Be Possible For Businesses To Tag Their Products In Photos And Videos

In this post, we explained that the Twitter’s decision to slowly and steadily do away with the buy button is an indication of how difficult it is to monetize any social media platform. But the conundrum that is no social media platform can exist for a long time without methods of monetization. Facebook marketing leadership is too prudent and wise to follow Twitter’s path with social commerce.

Thus, to further merge shopping with Facebook marketing, Facebook is testing letting page owners tag actual products in their photos, videos, and other posts. The functionality, as well as the logic behind this, is very simple: Clicking the tag would take readers to the product page where they can learn more about your products.

facebook product tag

A Facebook spokesperson has said that it will help the page owners get more organic traffic via organic discovery. Though the term “organic” discovery implies that there’s no paid advertising related to tagging products this way, business doesn’t work for charity. We assume that it’s just a matter of time until Facebook adds a paid component to this product tagging feature.

This is especially true when all other social media platforms, including Snapchat, Pinterest and Twitter are splitting hairs to find new ways of monetization. Any timeline for its arrival is not clear, however, as of now, pages with their own product catalog and shop section on Facebook can make use of this feature. But it will be highly interesting to see how the transformation of tagging into a profit-making tool will work out.

Facebook Marketing Update #2: Facebook is Testing the Stories Feature Inside Messenger

facebook-stories

Everybody has understood the importance of visual portrayal of human stories on social platforms as far as engagement and consequently revenue are concerned. The success of Snapchat stories gave this though a solid backing of proof. And that’s why Instagram launched its own clone of Snapchat Stories.

Now the Facebook marketing team is also adhering to this trend by testing its own Snapchat like ‘Stories’ feature inside Messenger. In Poland, Facebook launched “Messenger Day”, which lets people share illustrated filter-enhanced photos and videos that disappear in 24 hours, just like on Snapchat. Most of the functionality is exactly like Snapchat Stories, with the capability to draw or add text to images. The only area where it scores higher than Snapchat stories is the use of graphic filters as suggestions for what to share by not just focusing on celebrating holidays and events.

facebook-messenger

The Facebook marketing team has seemed to make Stories more engaging than either Instagram Stories or Snapchat Stories–Facebook Stories is definitely more expressive with an added flavor of feelings and emotions. It has inbuilt prompts like “I’m Feeling”, “Who’s Up For?” and “I’m Doing”. By tapping on the “My Day” tiles, the user is exposed to a range of filters “I’m feeling…so blue” with raindrops and a bubbly blue font, “I’m feeling…blessed” with a glorious gold sparkly font. And all these filters come up with nicely crafted and eye catchy visual illustrations. The only thing Facebook Stories lacks is Snapchat’s more advanced lens effects. But Facebook’s acquisition of MSQRD back in March will help the social media giant in overcoming this limitation.

It’s not difficult to understand why Facebook is doing this. Messenger is already very popular among people and they use it all day with close friends. There is no point in either creating a separate platform for stories or stuffing it into Facebook’s core app, which the company tested as “Quick Updates” und scrapped. Besides, Facebook has realized that those days are gone when people only posted about really big events from their life- marriage, anniversary, vacation are a few to name. Now even going to the mall or Starbucks is enough for people to share it on Facebook. So, clearly, there was a scope for this sort of feature where a person’s life can be put on display for 24 hours.

There are geographical aspects too. The reason why Facebook is testing Messenger Day and its new Stories feature in Poland is that Snapchat is not very strong there, but Facebook Messanger is. It’s important to note that 60 million people in the US and Canada already use Snapchat daily. The aggressive pushing of Messanger might repel them. But in countries where people aren’t that familiar with Snapchat, it has nothing to lose by experimenting. Similarly, after testing it thoroughly, Facebook could hamper Snapchat’s growth by bringing its Stories to the untapped corners of the earth where Snapchat’s penetration is low. The less influence of Snapchat in Russia is one among many other reasons why Instagram Stories are flourishing there.

Zum Schluss... Clearly, Facebook is trying to be as rich as possible as far as features are concerned. Simply because it is directly related to people’s engagement and thus the high possibility of revenue generation by creating a mold of monetization around all these features. I won’t be surprised if we see implementations of more and more features directed towards monetization…not just by Facebook, but other social media platforms too. After all, monetization is like oxygen for them!

Note: We always keep a close watch on each and every happening in the social media world. To know which new targeting tools Snapchat has added to its arsenal, have a glance at this blog.  Similarly, to get acquainted with the recent Instagram updates, this blog is a must read.  

Facebook E-Commerce Bot Lets Users Try and Buy Makeup

facebook messenger chat bot

It looks like this is the summer of the Facebook e-commerce bot! Only two months after the social media giant unveiled its chatbot technology in April, a company called Modiface has launched a bot that lets users try on and buy lipstick. ModiFace is a VR company that’s made apps for L’Oreal and Avon. It … Weiterlesen

What happened to the Twitter Buy button?

What happened to the Twitter Buy button?

It’s not uncommon to see that even predictions and assumptions of mighty trendsetters or pioneers in the industry go astray. The latest casualty is the Twitter Buy button. The writing on the wall is: Twitter’s way towards becoming world’s biggest social marketplace was not as easy and as hurdle free as their leadership had hoped. … Weiterlesen

Buyable Pins in 2016: An Update

buyable pins

In June of 2015, we–like everyone else–wrote a post about latest entrant in social commerce– “Pinterest” and its announcement of Buyable Pins program. In case you’re in need of a refresher, the news was… More than 2 million Buyable Pins will be available to iPad and iPhone users in the U.S. in a few weeks … Weiterlesen

The 7 Most Interesting Digital Marketing Trends for 2016

Here are the 7 most interesting digital marketing trends for 2016.

Maybe we’re unusual, but here at Annex Cloud we love how at the end of every year, tons of articles appear about the next big ecommerce and digital marketing trends. Rather than focusing on what’s already happened this year, marketers look ahead, brainstorm, and hypothesize about what we might see soon. In short, it’s all about possibility, … Weiterlesen

Loyal Customers or Advocates?

Too often today the two terms “loyalty” and “advocacy” are used interchangeably when referring to valuable customers.  In fact, they exist on two ends of a spectrum. Today, customers have many choices and are distracted by messages, promotions, and opportunities to save and derive greater value from their purchases.  A brand like Nike hopes that … Weiterlesen

Is Conversion Rate an Antiquated Metric in eCommerce?

ecommerce

Today’s retailers, etailers, and ecommerce companies are heavily focused on acquiring new customers. Those who are forward thinking have already shifted some of their attention to Retention (think Loyalty), but there is still not enough attention been paid to use of conversion (think high impulse shopping items around the checkout lanes).  Within an organization each … Weiterlesen

The Social Phases of Brand Expansion

brand

In the increasingly competitive world of ecommerce, staying ahead of the customer’s mind can be a challenge. Social media can build bridges between brands and customers through optimization of brand presence and increased understanding of target customers. While 84% of B2B marketers use social media in some form, not all marketers understand or use the … Weiterlesen

It’s a Fine Line: Reputation Management vs Authenticity

authenticity vs reputation management

Managing your online reputation is important, yet there’s no singular way to ensure that your reputation matches reality. There are plenty of review sites, but not every business or consumer relies on the authenticity of these reviews. Online review juggernaut Yelp has profiles and reviews of over 50 million businesses throughout the world and dominates … Weiterlesen

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