Posts tagged "social commerce"

Top 5 Marketing Campaign Strategies In 2021

March 26, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “Top 5 Marketing Campaign Strategies In 2021”

We’re living in a time when the digital marketing landscape is constantly evolving and consumer interests and behaviors are hard to predict. In order to stand out among the virtual crowd and stay ahead of the competition, brands will have to quickly adapt to the changing environment and embrace new trends to resonate with online audiences. 

In this blog, we covered the top 5 marketing campaign strategies that will help your business thrive in 2021. Let’s dive into it now!

Inclusion and Diversity

2021 is expected to see a growing number of marketing campaigns covering a variety of social matters such as race, gender, religion. According to research by Accenture, more than 40% of shoppers from ethnic minorities and the LGBT+ community are willing to switch to brands that have made a commitment towards inclusion and diversity. The same study showed that 29% of consumers can switch brands completely if they don’t showcase enough diversity.

The wave of inclusion & diversity campaigns is not limited to a one-time advertising stunt but has to be integrated into the corporate culture and even new product lines. Fenty Beauty’s all-inclusive foundation, founded by international pop star Rihanna, focused on creating formulas that work for all skin types. Her latest foundation line was released with up to 50 inclusive shades, setting the new standard for beauty and forcing her competitors to rethink their approach. 

Another example is ThirdLove, a lingerie company that aims to make items for all different body types. They feature women of all ages, shapes and races rather than high-fashioned models.

Inclusive marketing is not just about gender diversity or equality. It can be as simple as showing off your customers’ diversity. Bumble’s “Find Me On Bumble” campaign is an example. The brand reached out to its users in New York, brought them together and let them share their inspiring stories. By featuring real stories with real-life users, not models or influencers, it is easier for the audiences to resonate with the video.

 

The Age of Social Commerce

Social commerce comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. However, with new features such as Facebook Shops, Instagram Shops, Buyable Pins, consumers can now shop without even leaving the app.  

To set an example, global beauty brand Maybelline has turned its Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products.

Another example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram. 

You can also check out our latest blog to understand how Social Commerce works and the 3 steps to create a successful social commerce strategy.  

 

Watch & purchase

According to research from Brightcove, 85% of millennials say they’ve purchased a product or service after watching a video. Additionally, 80% of shoppers who used video for purchase inspiration say they did so at the beginning of the customer journey. These statistics display the impact of visualization and the role of video marketing in facilitating buying decisions.  

Here are the biggest video marketing trends that should be included in your marketing campaign strategies:

1. Shoppable videos

Shoppable video is one of the social commerce strategies that enable users to interact with brands without stepping outside. They are also much more appealing and engaging than product photos.

2. Live Stream Videos

Do you know that live videos can hook viewers 3x longer and produce 6x more interactions than other videos? While Facebook, YouTube and Instagram are thriving with their Live features, other social media platforms such as Twitter, LinkedIn, Twitch have started to ride on this trend too!

3. Videos for good

If you want to create an ad that makes people relate and remember your name, delivering videos that inspire is a great strategy. Nike, Dove, P&G are brands that frequently include inspiring messages in their video ads, and they nail it every time!   

4. Soundless videos

Do you know that 85% of Facebook video is watched without sound? Acknowledging this, brands worldwide have been creating some of the best ads on the internet that speak volumes without the use of headphones. Curious how they did it? Let’s take a look at The creative ad from Ikea and Thanks To Frontliners from TBC Insurance!

 

UGC Campaigns 

According to Crowdtap and Ipsos, user-generated content (UGC) is more trusted than other types of media by 50% and is an important marketing strategy to help brands build trust and grow sales.

You can consider 5 ways to boost your engagement with UGC campaigns below.

 

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Influencer Marketing

Coronavirus has caused a great deal of uncertainty to the business environment, but it also has accelerated the growth of influencer marketing in 2020. From a mere $1.7 billion in 2016, influencer marketing is estimated to have a market size of $9.7 billion in 2020. Now it is expected to jump to $13.8 billion in 2021

Here are some influencer marketing trends you can trust to keep business booming in 2021:

1. Influencer commerce

Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Brands will need to leverage both influencer marketing and social commerce if they want to increase brand visibility and drive more sales.  

2. Multi-channel campaign

Customers now don’t live on one social media channel alone. With platforms like TikTok and Clubhouse coming into play, brands have to note where there is faster growth potential and reach wider audiences with multi-channel content creators. 

3. Strategic long-term partnership

In today’s volatile world, long-term partnerships can lead to more meaningful results. Authentic content is key and established relationships with influencers allow audiences to resonate with the content. 

4. Immersive content

The adoption of Augmented Reality (AR) technology on social media has been on the rise. As technology advances, brands can consider incorporating interactive elements and branded AR experiences to deepen audience engagement.

For more insights and predictions about influencer marketing trends in 2021, you can check out our latest Influencer Marketing Report.

 

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Why Every Brand Needs a Social Commerce Strategy

November 16, 2020 Posted by In The News 0 thoughts on “Why Every Brand Needs a Social Commerce Strategy”

With increasing access to technology and a digital way of life, consumers are now buying products online and through their mobile phones. The explosion of E-commerce and shortly after, M-commerce, proves that the way business transactions are carried out is ever-evolving. More than ever, brands have to establish a strong digital presence so as to increase their touchpoints with consumers and increase visibility of their products. In particular, brands have to watch out for the latest, and most formidable new trend: Social Commerce.  

What is Social Commerce? 

According to Investopedia, “Social commerce is the use of networking websites such as Facebook, Instagram, and Twitter as vehicles to promote and sell products and services.” This trend comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. But consumers now have the option to buy products without even leaving the social media app. 

New tools such as Facebook Shops, Instagram Shops and Instagram Checkout allow brands to meet customers where they are already browsing and shopping. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. In fact, TikTok recently announced a partnership with Shopify to ramp up its social shopping features, so brands can reach new audiences and drive sales on TikTok. At present, it has Hashtag Challenge Plus which introduces shoppable components to hashtags, and allows users to add e-commerce links to their bios

The Power of Social Commerce

However, social media platforms are not the only ones ready to embrace social commerce. According to a report on “The State of Social Commerce in Southeast Asia”, 44% of consumers admitted to making “three or more online purchases in the past month” because of social media posts or ads. In fact, social media browsing inspired more than half of Gen Z consumers’ most recent fashion purchase in the United States. 

“ Social feeds are quickly becoming the modern-day trip to the mall.” 

The COVID-19 pandemic has also driven consumers onto social media platforms to engage in conversations, accelerating the social commerce revolution. Total social commerce orders in the first half of 2020 more than doubled across Southeast Asia, as compared to the same time period last year. The number of sales from livestreaming on social media platforms in the region also increased from nearly 13% to 67%, as shoppers in Singapore and Thailand spent more time engaging with sellers through live-streams.

Creating A Successful Social Commerce Strategy 

Interested to create an effective social commerce strategy? Here are 3 essential tips you can follow to create a successful social commerce strategy:  

1. Get familiar with the tools.

As social media platforms evolve, it is important for you to familiarise yourself with the social commerce features on each platform. Stay updated with the latest developments and features to get one step ahead of the competition and maximise the value of social media! Some changes in the pipeline include the expansion of social commerce on Instagram to IGTV and potentially, IG Reels

2. Create a direct call-to-action.

Social media marketing is no longer just about promoting your product, and generating top-of-funnel content to spread brand awareness. Transitioning to a social commerce strategy can consist of giving detailed information regarding price and promotions to help inform purchase decisions and encourage conversions.  

3. Influencer Marketing is Now More Relevant than Ever 

Influencer marketing has been on the rise due to increasing use of social media over the past few years. With social commerce in the picture, it is predictable that influencer marketing is now more relevant than ever as influencers are key opinion leaders on social media. 

“Influencers are like the new catalogue.” – @tylynnnguyen

A successful influencer collaboration can easily lead to a massive increase in conversion rates as transactions become more convenient on social media and users have greater efficiency when making a purchase. Consumers who are comfortable with the prices indicated in the product tag can make a direct purchase by clicking “View on Website”. Alternatively, they can browse through other similar products which might pique their interest.

Brands are now gradually hopping on to Instagram Shops, with the more successful ones integrating influencer marketing into social commerce. An example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Well-known Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram.

Pomelo Fashion

@iwearlovebonito by @lovebonito, is a powerful combination of influencer marketing, social commerce and user-generated content. By featuring influencers and users, the fashion brand showcases a sense of community which encourages consumers to explore what others are wearing and make a direct purchase. 

Love Bonito

Elsewhere on TikTok, Kroger pioneered a shoppable experience using the new e-commerce feature, “Hashtag Challenge Plus”. With hashtag challenges being all the rage on TikTok, Kroger prompted TikTok viewers to post videos of their dorm makeovers using the hashtag #TransformUrDorm, along with a dedicated brand page for viewers to shop their products. By working with TikTok influencers Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet, the campaign received around 477 million views and hundreds of user-generated content.

Image from TechCrunch

Evidently, marketers will have to leverage on both influencer marketing and social commerce in their social media marketing strategy, especially if they are interested in increasing sales. Most importantly, brands will have to work with influencers that have high engagement rates. As engagement is more important than reach to stimulate a purchase, brands should look past vanity metrics like follower count and focus on engagement rates instead. Finding a match between an influencer’s audience demographic and your target audience is also another important consideration.  

 

BONUS: Influencer Commerce 

But influencer marketing is not just driving social commerce. Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Beauty influencers like Kylie Jenner and Jeffree Star have their own makeup lines such as Kylie Cosmetics and Jeffree Star Cosmetics. Not to mention, the number of YouTubers promoting their own influencer merchandise and many other fashion influencers with their own clothing brands. Closer to home, Singaporean beauty influencer, @xiaxue, also has her own brand called @plasticcosmetics.

Besides having their own brands, influencers have also faced massive success when collaborating with brands to create new products. @mrbaggs is an influencer familiar to luxury brands in China, having launched exclusive products with top luxury brands like Montblanc, Longchamp, Burberry, Tod’s and Givenchy. The collaboration between Mr.Bags x Burberry Pocket Bag sold out just within seconds and Mr.Bags had garnered over 4.77 million RMB in his collaboration with Tod’s.  

 

What does this mean for brands? 

The vast amount of success earned by influencers is testament to their ability to drive sales. Influencers are racking up a storm on social media and it is likely that their influence on consumers’ buying decisions will continue to grow in the near future. In 2020 and beyond, the trend will continue to accelerate and evolve as 65% of influencer marketing budgets will increase this year. 

Given the rise in social commerce, brands who can leverage on the power of influencers and their loyal follower communities will become winning brands. By making use of influencers’ creativity and expertise, brands can also create content and products which resonate with customers.  

Affable.ai is an AI-driven influencer marketing platform offering powerful influencer discovery and influencer campaign management tools. Find out how you can optimise your brand’s influencer marketing strategy with our influencer analytics platform here.   

 

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