Overview of social commerce platforms

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Facebook, Instagram, Pinterest, Snapchat, YouTube and even the new kid on the block, TikTok , are all in a frenetic race for social shopping. Each platform has its own way of working and is stepping up its imagination to offer a unique and user-friendly shopping experience. At the same time, they aim, of course, to make it easier for brands to launch campaigns by constantly developing new features. For example:

As the first social network to enable in-app purchases, Facebook has many features, including the integration of a buy button. It is possible to create a free, customizable Facebook “store” from which purchases can be made;
A social network for mobile commerce, Instagram highlights your products and promotes a strong visual identity. It is the ideal platform to showcase your know-how. Thanks to Instagram shopping , users can buy your products directly in the app. There is no need to redirect them to your website. A new feature has recently been introduced : the addition of link stickers in stories for all users (previously it was reserved for influencers with more than 10,000 followers). What is the point of this change? From now on, professional content creators will be able to share affiliate links with their community.
Chinese social network TikTok is launching the ability to purchase products directly from its platform. Only available to businesses registered with Shopify and TikTok for Business, TikTok Shopping now offers the ability vp facility manager email database to purchase products directly from its app.
Even brands are investing in creating their own platforms. This is the case of L'Oréal with Replika Software , the American social selling platform. "The rise of social commerce is a great opportunity for our brands to reinvent the beauty customer experience around the world."

Influencer marketing at the heart of social commerce
This practice, which aims to use the recommendation potential of influencers to promote a brand, should no longer be overlooked in 2022. More and more brands are turning to the most renowned bloggers in their field, the most followed social media users or established Youtubers. Influencer marketing is a powerful marketing tool and should be integrated into your communication strategy.

Social proof as a purchase trigger
Social proof is at the heart of the act of purchasing. When we decide to buy, our first reflex is to consult customer reviews. Very often, our decisions are guided by a recommendation from our social circle , a positive comment from an Internet user, etc. All this social proof encourages consumers to choose a certain product and this generates more sales. A study showed that 61% of young people between 18 and 34 years old said that web influencers had guided their decision.

Authentic influencer marketing
The role of the influencer is to inspire trust and create a strong bond with their community. Today, successful brands have understood the benefits of communities. They choose to partner with creators to reach new audiences. But the number of influencers is constantly growing, which is why it is important to choose the best collaborators based on their community and their engagement rate. The key is to work with influencers who already love your brand and your products, who are a good fit for you and your company. This way, you can create a real relationship with them to share authentic, quality and engaging content . The goal is to create a symbiosis between the legitimacy of your brand and the influencer to generate awareness.