What we can Learn from ‘Shoppable’ Social Media Platforms
Social media for businesses is far more important than likes and comments. through these platforms, brands can show each user a curated range of products that has been chosen according to the user’s browsing and intent behaviour.
Instagram recently reimagined itself with the launch of its ‘Shopping’ feature, which has turned the platform from a place for image sharing to an eCommerce platform.
Snapchat also launched their shoppable AR lenses, to much the same effect. Although platforms are becoming more eCommerce friendly, in the UK there has been a very slow uptake, with just 8% of UK retailers using Instagram Shopping.
Brands are wary of social shopping thanks to its lack of sole access and control of customer data; when customers buy through Facebook, Instagram or Snapchat eCommerce managers lose control of the user experience, and the customer insights that go along with it. Instead, the social shopping platforms gain all of the benefits, such as customer insights and other data.
As a work-around, some brands are trying to recreate ‘social design’ – personalised content, visual-first, easy search-ability – within their own websites.
By mimicking the design of social media platforms, and combining that with a machine learning capability, brands can entice customers to use their site whilst uncovering valuable insights that can be actioned in real time.
Fashion brand, Diane von Furstenburg, is using machine learning technology to personalise the products and information shown to web visitors, and the brand reports seeing 2.5x more product views, and engaged users convert 80% more often.