Traditionally, marketing has always been thought of as business-to-business (B2B) or business-to-consumer (B2C). With social media in the mix, marketing is no longer so black and white. Marketing messages are getting lost in translation on Facebook, Google Plus and especially when cut to 140 characters on Twitter. The idea is that all this content has been optimized for consumer engagement, but in reality consumers can’t all be quantified down to statistics. Consumers want to be marketed to as individuals, not based on the general tendencies of their demographic.
Consumers are tired of content being fed to them. In turn, they are becoming content creators and user generated content (UGC) is on the rise. All visual platforms allow consumers to create their own product photos and fan videos. Essentially anyone with a cellphone can snap a photo or be a model. Social media and the rise of Instagram, Pinterest, and Snapchat, enables businesses to connect with consumers on the individual level and for consumers to respond. With UGC, consumers are shaping and molding brands. Businesses are able to react and interact with consumers on a personalized level. It’s time to market H2H, human to human.
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Humanize Your Brand
Away with B2B and B2C marketing, consumers are seeking a more personal connection with a brand on social media. Following a brand is more than expressing what you like. A consumer wants to be informed of the company culture, news, and product releases.
As the ease of information sharing increases, the consumers’ need to know more has also flourished. Companies have realized the way to satisfy consumers’ inquires is to be genuine and simple, qualities people want to see in friends, family, society, and now businesses. Companies are starting to change their social media strategies to a more humanized approach and social commerce is no different. eCommerce sites are jumping on the UGC bandwagon, integrating fan photos onsite with social curated galleries.
Social Curated Galleries
Create a social and visual site experience with live galleries filled with original images of real customer showcasing your products. Track these photos by using a unique and creative hashtag for your brand. Emphasize a specific product, event or create a general one for your brand as a whole. Display photos featuring this hashtag on your homepage to drive new product discovery or feature them on product pages for increased conversions.
Allowing your consumers to upload personal product photos will help other shoppers visualize your products in real life. Implementing a social curated gallery will allow consumers to see your products in the hands of people like them and in turn allowing them to relate to the product on a more personal level. This personal connection results in great conversions, social gallery participants have a 23% higher conversion rate than a regular consumer.
Increase social reach with Top Influencers
Not only will a social curated gallery humanize your brand, it will also spark incentive for consumers to take product photos and spread awareness via their social media networks. On top of being displayed on your site, the photos will be spread over consumers’ networks like Instagram, Twitter, Facebook, and Pinterest.
Recognize top influencers and trendsetters in featured galleries or take it to another level by turning it into a contest. This recognition will increase brand loyalty and drive consumer engagement. Shoppers that interact with social galleries discover, on average, 5 new products to which they express purchase intent for.
Content creation is an armed race, but every once in awhile, slow down and listen to what your consumers are saying. Use social curated galleries to see which products are trending, what consumers are sharing, and what they want more of.