The Face of ECommerce May Change Forever
One of the most fundamental changes that is sweeping the internet as a whole is the continued rise and integration of social media into the daily workings of nearly every industry. Almost no industry, though, is seeing as many changes in regard to social media as the eCommerce industry. It seems like every month the tools available to eCommerce brands on major social media sites are expanding or upgrading in eye-opening new ways. With eCommerce growing more and more competitive by the day, it’s particularly important now to keep an eye on which companies are bringing eCommerce to social media in the most impactful ways. After all, locating and connecting with customers is half of the challenge of running a business online. In this 1Digital blog, we will showcase 3 of the leading social media companies and the new tools they are bringing to the industry.
#1. Facebook Is Evolving
Facebook is arguably the most aggressive competitor in any arena of social media. In particular, though, they have implemented a number of interesting features that allow businesses to bring their eCommerce to social media in totally new ways. The first example of such a feature is the Facebook Marketplace. The Facebook Marketplace has existed for a very long time; however, the appearance and purpose of the Marketplace has changed drastically in recent years. While it was once designed to be a place to connect with local buyers, sellers, and item swappers, the Facebook Marketplace now allows for businesses to link their products directly through their profiles and pages.
The upgrade of the Facebook Marketplace is a gamechanger for companies looking to open avenues for eCommerce to social media customers. In fact, most of the leading eCommerce platforms have already designed tools for omnichannel selling that include Facebook Marketplace as a channel. This means that opening a brand new sales channel to customers could be as simple as configuring a setting in your platform of choice.
Facebook hasn’t only upgraded the Marketplace, though. In recent months, they’ve brought major updates to Facebook payments, advertising, search algorithms, and marketing tools. Facebook now even offers Venmo integration directly into their messenger service. The integration of Venmo, which hopes to rise to be a competitor to Apple Pay and Cash.Me, opens the door for Facebook to become a proper hub of eCommerce. Facebook’s offerings for eCommerce brands is now more robust than ever, and the company seems poised to bring even more to the table for watchful brands.
#2 YouTube Brings ECommerce to Social Media in an Unexpected Way
One of the biggest — and most controversial — changes that has come to video-streaming giant YouTube is the change in their approach to advertising. After a few advertising mishaps in early 2017, YouTube, in cooperation with their parent company Google, designed a number of new features intended to make the website more viable for advertisers. While these changes are still very much a developing story, it’s incredibly promising to know that YouTube is looking to make the site friendly to those looking to advertise ethically. After all, what eCommerce brand wouldn’t want to tap into millions of viewers being served ads that are targeted using some of the world’s best interest-focused algorithms?
YouTube’s top stars bring in hundreds of millions of viewers worldwide, and, as a result, advertising as an industry is itself going through a great period of evolution. Gone are the days of billboards and catchy jingles; what today’s consumers want is focused on “influencers,” who are vloggers, bloggers, Instagram stars, and more that appeal to and connect with viewers on a more personal level than blind-fired advertisements.
Any brand hoping to keep on the cutting edge of social media needs to be keeping a close eye on YouTube; the site is likely to determine, for better or worse, the future of online advertising. If YouTube’s advertising policies don’t succeed, it could mean drastic changes to the influencer-based model of advertising. If they do succeed, however, YouTube could become the most powerful resource for bringing eCommerce to social media users that has ever existed.
#3 Twitter: the Direct Line to Major Brands
2017 brought a series of strange social media phenomena to the forefront of public awareness. Whether by pure accident or through savvy innovation, some brands and brand influencers that traditionally did not have a strong online presence took the Twitter spotlight by storm. The Arby’s Twitter account, for example, has been notably appealing to “geek culture” groups heavily, uploading pictures of geek pop culture icons, like Sonic and Knuckles from the famous Sega video game series, fashioned out of food boxes or even food itself.
Other examples include the countless times Mark Hamill (most famous for playing Luke Skywalker in the Star Wars movies,) took the time to personally respond to those who message him on Twitter, sometimes even in-character as one of the many fictional roles he has taken over the years. Also, Actor David Harbour, of Stranger Things fame, responded to a fan’s joking request to appear in her senior year yearbook photo by actually agreeing to be in the photos — under the condition that he got to play the trombone in the picture.
senior photos '18
— damaris ◟̽◞̽ (@postydamaris) January 13, 2018
While the strange antics of brands and brand influencers on Twitter can seem silly, the amount of influence it has on various companies is flooring. There are single tweets that are appraised by advertising experts to be worth millions of dollars in advertising investments, and they were made completely for free by an off-hand, but genuine, Twitter reply.
Twitter is the direct line for consumers to connect with their favorite companies and to discover new favorite companies. If your company isn’t on Twitter, make an account, and do it fast.
With social media truly coming into vogue on an almost universal scale, the time to perfect your social media presence has arrived. Our team here at 1Digital can help you build the social media strategies you need to make your brand shine brighter than the competition. Contact us today to get started!
- Dan Kogan
- January 17, 2018