It’s well known that social media continues to be part of the purchase path on most consumers for a while now.
So , it’ s not surprising that will social platforms seem to make investments more and more in social business features — the idea is to make people buy directly through these platforms, without leaving the app. After all, there’ s money available.
But then… these platforms had to put their feet on the brakes.
Recently, we all received some news indicating that big social media brands are rethinking social commerce being a priority in the near future, since consumers haven’t bought into it yet.
Instagram had its affiliate commerce system shut down within August, Facebook will stop the live commerce shopping program in October plus TikTok had abandoned its social commerce expansion plans in Europe and in the U. S.
The question is: precisely why aren’ t people buying via these features?? Among many answers, one of them is the fact that the customer experience of these platforms is clunky .
Let’s take some time to see what’s happening and exactly why customer experience is such a significant topic.
Social network impact shopping habits
As reported by the Hootsuite‘s Social Trends 2022 research, 53. 2% of people in the younger decades prefer to use social networks to research brands .
Looking specifically to these generations, a study made in the Oughout. S by Statista shows how customers are influenced by social ads in their purchasing decisions, which Style Z represents 50% plus Millenials correspond to 58%.
Therefore , the concept that will social networks don’ t work to promote the products and impact the users is totally wrong. Actually each day their own role has a growing importance in the buyer’s journey choice.
However , these actions don’t seem to be enough to help make the user shop on these social media platforms, as evidenced by Meta and TikTok closing social commerce applications. So , what do you, being a marketer or sales person have to do with it?
Everything, because this scenario involves the user and their needs.
Consider the customer as your North Star
Considering social commerce and even social strategies as a whole, the whole encounter must be accurately aligned to the central key of its procedure: the customer.
Like a Digital Marketing analyst from Rock Content, I usually suggest thinking about the customer as your Northern Star . Your features, decisions and actions need to be made considering the needs of the client such as pains, wishes and its online and offline connections throughout their entire trip.
After all, there is no one better than your buyer to tell you where you should improve, and what the most valuable things within your solution are, right? Therefore , listen carefully.
Social commerce, like any other system, must be considered beyond the features and be strategically connected to the entire journey’s buyer, from the attraction until your support team. According to Sarah Dawley, Hootsuite’s Content Manager:
“[…]Social commerce is really concerning the entire buying journey happening on social, from breakthrough and evaluation to that moment of purchase, but then also what happens after the purchase and that follow-up and the customer service angle”
So , developing a well designed Customer Persona and Journey Umschlüsselung aligned along with your company offers and being conscious of market changes are essential to build Marketing and sales action plans. In fact , according to an Emplifi study , 47% of companies have a problem converting followers into customers.
What insights can all of us take from this?
The retreat of Facebook, Instagram and Tik Tok related to social commerce clearly does not mean that actions and strategies targeted at shopping habits within social support systems must end.
However , it is important to assess new strategies taking into account the customer as your guiding star and consider the entire experience from both electronic and physical perspectives in the customer-centric way.
Only using a clear and feasible vision of who your genuine buyer is will it be achievable to achieve the expected goals and objectives.
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