To understand this world of business opportunities, we also need to understand the role that Social Commerce plays in the user experience. Let's go!
Let's start at the beginning: Why is Social Commerce a business opportunity?
Easy. The potential frictions that our potential customers may experience throughout the purchasing process, such as the brand's lack of omnichannel presence, fear of twitter database being scammed, hesitant steps in the purchasing process or a difficult return policy, among others, cause users to have a bad experience with the brand.
Social Commerce creates the possibility of associating entertainment with social shopping. This allows brands to have a close and natural relationship with users in order to overcome these frictions.
Social Commerce creates a playful perception of the purchase itself
For a Social Commerce strategy to work, brands need to clearly identify the frictions they face in order to transform them into opportunities.
The role of Social Commerce within the user experience
More than 60% of consumers consult brands' social networks before making a purchase and 58% consider that these influence their final purchase decision . Therefore, integrating the purchasing process into the browsing experience on a social network is vital to establish a more personal relationship with our potential customers and increase the purchase rate.
Social commerce goes beyond the transactional and is positioning itself as a way of relating to consumers.
To achieve an optimal experience, certain aspects must be taken into account, such as:
Does your product really solve your consumers' needs?
It is not enough to say “I think so”; you need to conduct an in-depth study. If the answer is “yes”, Social Listening will help you answer more specific questions, taking advantage of user conversations to enhance the product features and resolve doubts from the start of the relationship with our potential clients.
In short, Social Commerce helps to obtain relevant information about potential customers' frictions towards our products in order to respond to them in time.
It's not enough to just post your products willy-nilly. Blend them into your social media strategy and add value.
Products cannot appear in isolation without any context and with the only message of “buy, buy, buy”. Social networks are means of entertainment and fun that allow us to camouflage our products and services with the previously planned strategy.
That is, we mix the generic social media strategy and the Social Commerce strategy to get users to interact with our products in a natural way without putting it in front of their eyes “by force”.
