No matter the platform you choose, or the media you consume there is a guarantee that some type of product or service is being promoted whether this comes as a short video clip of an “influencer” raving about a product or even an ad-like post from the company themselves.
It is as if shopping on our phones couldn’t get any easier. However, who we used to view as “influencers” is changing.
Originally, influencers were people on social media with large followings that specified niche areas like beauty, skincare, and makeup. But now the term “influencer” is so much more than that. Consumers are responding better to original and organic content. This has led to companies needing to find other solutions by utilizing their social media platforms and expanding their reach. This doesn’t mean turning away from paid campaigns altogether.
According to Aspire.io influencer marketing makes around 11x more than just a normal digital campaign. Brands are turning to UGC or user-generated content marketing because of its overwhelming success rate. This kind of content is where brands will share photos, Reels, and TikTok created by their very own users. Like featuring all of the requests in the comments section for a new product or even someone just simply using the product.
The authenticity that this provides is what has been one of the driving factors of the growth of social commerce. It is predicted to be an industry worth $8 million by 2030, which is a lot sooner than we may realize.
Social commerce is the integration of social media platforms with e-commerce, allowing their users to purchase products directly through social media posts.
Think Tiktok shop for example! They have created a shopping platform embedded in their app, allowing their over 1 billion monthly users to buy things while watching videos. Most of the time if someone has a product linked to their video, they are making a commission off of it.
They aren't the only app that has made these updates, Pinterest, Instagram, and any major social media platform have a way for their users to purchase a product or service directly through them. For consumers, this means a faster purchasing process, and for brands or companies, this means shorter sales funnels and higher conversion rates. The power of social commerce lies in its ability to combine visual content, influencer endorsements, and instant purchasing options. Every year more and more people turn to online shopping
The relationship between influencer marketing and social commerce is strong in the beauty industry. E-commerce and social commerce make up around 20% of the beauty industry’s sales in 2023. With the help of influencers, they create compelling content that attracts and entices audiences. Beauty brands are increasingly adopting strategies that leverage this relationship!
For instance, brands may collaborate with influencers to create exclusive product lines or limited-edition collections. These collaborations often generate buzz and excitement, driving both social media engagement and sales. Also adds an overall demand for a product. These brands use data analytics to track the performance of influencer campaigns and refine their strategies for the best “viral” results.
Influencer marketing and social commerce have revolutionized the beauty industry, creating a way to shop where people can discover, engage with, and purchase products effortlessly. By utilizing influencers, and UGC, and integrating seamless shopping experiences, beauty brands can enhance their reach, build authentic connections with their audience, and drive sales like never before.
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