Does the thought of social media conjure up images of people sharing and pinning products — without ever buying a single item?
If so, it’s time to update your understanding of the current social media landscape. Australia has some of the highest penetration numbers in the world. With 88% internet usage, 69% of the population are active social media users with mobile penetration at the 78% mark. This puts Australia in the top quintile globally across all measures. Additionally, Australia’s social usage on mobile is the fastest growth area at 7% year-over-year.
This is the social landscape that e-commerce companies are now competing in. Until you’re up-to-date on the latest advertising options, you run the risk of falling behind.
The good news? The social channels that hold the most promise for brands and retailers — namely Facebook, Instagram and Pinterest — are now filled with a wide array of options for highly targeted advertising.
For example, with Instagram alone, e-commerce companies can now reach consumers through:
- Taggable products to help users explore and buy popular items.
- Shopping in Stories to share compelling stories and the inspiration behind your products.
- Shopping on business profiles that lets Instagrammers see all product information at once, from pricing to posts featuring favorite items, when visiting your business profile.
- Instagram Checkout is a brand new feature that allows users to complete a transaction without ever leaving the site. The program is in closed beta at the moment, but will expand to more sellers this year. (If you’re a ChannelAdvisor customer, contact your account manager today to discuss your options.)
On Facebook, you can leverage:
- Facebook Stories, which influence well over half of the current 300 million users to take action after discovering products.
- Messenger Ads with Payments that help move consumers from consideration to action, and let people purchase products without having to leave Facebook.
- Dynamic and Carousel ads, two of the easiest, most effective ways for e-commerce sellers to connect with consumers through personalised promotions.
As you explore these and other options, it’s important to keep in mind that while social media advertising can be very lucrative, it also requires constant attention. Platforms evolve. User behaviour changes. And sellers that don’t keep up with the latest offerings often get left behind.
That’s precisely why we decided it was time to once again update our popular eBook: Social Media Marketing Guide for E-Commerce Sellers. You’ll find the latest updates on Facebook, Instagram and Pinterest, and it includes a checklist you can use to test your preparedness for what’s coming next. Ready to dive in? Get your free copy here.