Get Influencers to sell my product: Today’s social networks are becoming more focused on social commerce. They also release new items on a regular basis, allowing businesses to conduct business and create income. This commercial strategy will be even more powerful in 2021 if it is linked with another critical lever: influence marketing.
We’ll start with Facebook discovery commerce, a social commerce trend introduced by Farah Hamelin, Product Marketing Manager Facebook, at the recent webinar held by Reech and Swello. Why risk product discovery on the many platforms of the Facebook group? What approach should you use to grow your company on Facebook, Messenger, Instagram, and WhatsApp? How can you make the most of Instagram’s “Shopping” feature?
Then we’ll speak about influencer marketing and how it relates to social commerce. During the same webinar, Guillaume Doki-Thonon, Co-Founder and CEO of Reech, discussed it. How can you utilise influence to increase your sales? How can influencers help businesses sell more? Why might a like turn into a sale? What approach should be implemented with them to maximise sales? What kind of collaboration should you form with influencers? What format of publishing should be preferred?
Facebook discovery commerce is a social commerce trend.
Get Influencers to sell my product:Let us begin by stating that internet sales have skyrocketed since the beginning of the crisis. A tendency that is clearly explained by the several health limitations connected with Covid19. Even after the pandemic, 28 percent of French consumers polled by Facebook said they would continue to shop online more regularly. It should also be noted that Social Commerce has not yet matured in France, far from it! Some users would want to be able to quickly purchase via social networks, however this is not currently achievable, or at least not totally. Even while companies may provide unique shopping experiences by displaying their items interactively, payment is not yet completely integrated into the platforms.
Facebook contrasts between traditional e-commerce, in which people find the proper things, and discovery commerce, in which products find the right people. The discovery commerce strategy is based on safe data management and is comprised of three components:
- obtaining comprehensive data by analysing what is essential to individuals and how they connect with the brand
- Make use of modern advertising techniques to exploit people’s data and enable the product to reach the proper individuals.
- provide appealing shopping experiences by speeding up and streamlining the purchasing process.
Get Influencers to sell my product: Facebook uses machine learning to synthesise data and provide enterprises with the ability to create experiences that are personalised for each individual. The platform begins by attempting to comprehend individuals via a collection of data. Brands, for their part, have the chance to better understand their consumers. Thus, machine learning technology provides individualised experiences to clients who can respond quickly by making purchases on a website. The information gleaned from these encounters is constantly utilised to improve the system. This is what we may term the virtuous loop of Facebook discovery commerce.
As you may be aware, Facebook offers a number of distinct but complimentary sites and services. Above all, it is desired to be able to provide a coherent experience across all of these spaces:
- Facebook: for large-scale community building.
- Messenger: for more intimate connections.
- WhatsApp: for private messaging.
- Instagram is a platform for creative expression.
Get Influencers to sell my product: Let’s start with Instagram, the first platform to position itself in social commerce by emphasising discovery. On Instagram, 84% of users seek to find new items. Furthermore, Instagram has always been a retail platform. 92 percent of Instagram users claim they took action the instant they saw anything on the platform.
“Shopping” refers to features that enable customers to get specific information about things for sale and make purchases more simply. “Shopping” refers to two things: the “Tag” and the well-known “Swipe Up.” Shopping consists of two features: the Tag, which provides commercial information inside Instagram, and the Swipe Up, which leads to an external site. To demonstrate the impact of “Shopping,” Farah Hamelin shared a statistic regarding Instagram: each month, 130 million individuals view a Shopping tag by tapping on a publication.
To be visible on Instagram, items should always be at the centre of the narrative, whether in posts or stories. It is possible to identify up to five goods per picture and up to twenty products each carousel in the newsfeed. Using a “product sticker,” you may add items to movies and photographs in stories. Users may quickly get pricing and product information while they shop. They are transported to the product description page on Instagram after touching on a product tag or sticker. They may then click straight to the website, bookmark the goods, or browse other items on Instagram.
The platform goes even farther with an essential new feature that was announced a few months ago: the option to immediately input credit card data to Instagram. In the application, a feature labelled “Payments” enables you to add a bank card. It should be emphasised that while making a purchase, visitors are still led to e-commerce sites.
Read more: Inbound Marketing trend analysis in 2021
The marriage of Social Commerce and Influencer Marketing
Get Influencers to sell my product:Influencers are prescribers, or those who have been acknowledged for their ability to promote a product to a certain group of customers. They follow them and communicate with them on social media on a daily basis… As a result, (excellent) influencers enable product-selling firms to improve their revenues tenfold. Furthermore, all companies utilise influence marketing to boost sales. However, in order to be effective with influencer marketing, all of the conventional communication goals, such as awareness, consideration, brand preference, and buy intent, must be considered. The biggest error would be to imagine that influence marketing does not take these various goals into consideration. As an example,
Instagram is the most popular social media platform for influencer marketing efforts. According to the most recent Reech research, influencers rank it first. It is their preferred platform, vastly outperforming the others, particularly Facebook and YouTube! How should I put it? Because of the variety of forms available on Instagram, you may work on the many communication topics described above. As an example, consider the purchasing intent aim. Brands depend heavily on influencers who demonstrate items, promotions, and exclusives in real time. So, no, live shopping is not a derogatory term! This is something that appeals to audiences; social network users want to find things and instantly purchase them from these types of live broadcasts.
“Some believe there are influencers who sell and others who do not, and that there are campaigns that sell and others that do not.” It’s incorrect! “Some businesses just have various degrees of maturity in their influencer marketing approach,” Guillaume Doki-Thonon noted in this webinar.
It is feasible to conceive campaigns that sell: here are three examples of how a like might lead to a sale.
1. A statistic: 47 percent of Internet users have bought a product after seeing it on Instagram. They utilise the site to find and purchase things.
2. A sort of collaboration: the creation of capsule collections. Offering things that have been co-created with influencers is a successful tactic for companies.
Léna Situations with the Jennyfer brand is the finest illustration. A word about this collection, which consists of numerous clothes that enable you to be “stylish in all settings,” as Léna puts it. It’s a significant endeavour for the influencer, and Léna took it very seriously. In an Instagram post, she reveals that she worked extremely hard to give affordable outfits and accessories that seem like her. She also reassures her subscribers about her significant engagement by stating that she did not want “to just put her name on the work of the Jennyfer teams.””
Alix Grousset and Deliveroo are another significantly less sophisticated example. In conjunction with Alix and other influencers, a website with a collaborative map indicating ideal addresses for delivery was built. This site, dubbed “It suggests,” is driven by content providers that specialise in cuisine, lifestyle, and family. As a result, they share the excellent addresses by leaving a remark. Their community has direct access to their most recent gastronomic delights.
3. A phenomenon: dropshipping’s success. A technique of searching out and marketing a product in China, particularly with reality TV influencers, in order to sell it to their community. Please keep in mind that this is not a good idea. Indeed, nothing is respected with dropshipping, neither the influencer nor his community… nor are the laws of openness honoured. We may, however, keep in mind that influence sells. An influencer may sell things from a business that does not even exist in the nation under consideration.
Influencers may advertise items on Instagram by utilising posts or stories. It is fascinating to mix formats, for example, to identify items in photographs or videos, but it is also prudent to utilise the carousel format, which combines images and videos. The Shopping function may be used in tales as well. This vertical style makes full use of the mobile screen, resulting in an aesthetically beautiful distraction-free frame. Influencers may utilise product stickers in their stories to provide fast access to product information and a more natural buying experience for their followers.
Let’s finish with a great concept that some firms are already implementing: releasing material from influencers on their e-commerce site. To illustrate a product sheet, content like as images or videos are first released on the social networks of influencers and subsequently reposted while respecting the transfer of rights. A short note on this transfer of rights: it necessitates a new agreement between businesses and influencers, as well as a new pricing discussion. How much should you charge to market your material outside of an influence campaign? Take a look at Reech’s infographic.
Nature & Discoveries is an example. On its product sheets, the business has opted to offer high-quality material created by the influencers with whom it collaborates. Photographs boost click-through rates, and influencer photos boost conversion rates! Influence marketing is more than just what occurs on influencers’ social networks. It is also companies’ capacity to take material from influencers and use it on their own sales tool.