It must be the best time ever to be a photographer because from homes, to cars to clothing, everyone is buying online, and as we’ve learned from profile pictures, great photographs make all the difference.
And one notable change we’ve seen (present company included) is that these days, instead of going from online store to online store, consumers are shopping through their social channels like Facebook, Instagram and TikTok. In fact, By 2025 alone, social shopping is set to become a $1.2 trillion channel.
If you’re looking to capture some market share and increase sales check out this Sprout Social article on Social Shopping in 2022. I found it interesting to see that the paths to the checkout line are varied, with almost 50% coming from targeted advertising (that wasn’t the surprise) but just shy of 75% of those purchases came from a brand’s organic post or influenced by a friend’s share.
So while paid media is powerful and to a large extend easy, (pay and post) there is an astonishing value placed by self-posting and building audience share. And while friends are the ultimate influencers for consumers aged 18-40, Parasocial relationships, (a relationship with another person whom they do not actually know, such as a celebrity) between consumers and influencers have become a key driver of purchase intention.
Summed up nicely in this quote:
“ Brand awareness creates a community that generates word of mouth buzz, ‘I love this product, and I know you will too.’ Your community knows what their friends and family like. Your audience becomes a pipeline to your most relevant customer in the exact moment their friends and family need your product. That is the power of brand awareness.” Akeeme Hogg, Social Media and Email Marketing Lead, ServiceMaster Brands
As you’ll see when you read more, social commerce is exploding and where to be, what you say, and how you adapt your offerings to meet consumers where they are will be changing as well. Looking for more insights on media planning, tech upgrades or finding influencers? Reach out to Brandemix.
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ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.