Context
The rise of social media in the digital world
The rapid evolution of digital technologies has profoundly transformed the way brands interact with their customers. With several billion active users each month, social media has become much more than just a communication platform. Today, it is a fully-fledged digital channel in customer acquisition strategies.
According to the Digital 2024 report by We Are Social and Meltwater, 5.04 billion people use social media worldwide, representing 62.3% of the global population. This massive growth highlights the central role of social media in the modern purchasing journey.
Digital marketing has thus seen the emergence of a new trend: social commerce. By integrating purchasing features directly into social media, this approach allows companies to reach their potential customers in a more fluid and engaging way.
What is social commerce?
Social commerce refers to the purchase of products and services directly via social platforms such as Instagram, TikTok, or Facebook. Users no longer need to leave the network to complete their order. The entire purchasing process, from product discovery to conversion, takes place within the social environment itself.
A logical evolution of e-commerce
From e-commerce site to social platform
Traditionally, companies relied on their e-commerce websites or marketplaces to sell online. Today, they need to rethink their communication and digital strategies to meet the expectations of connected users. The purchasing journey is becoming shorter, more interactive, and influenced by content created by users or influencers.
New user behaviors
According to a study by CRM publisher Salesforce, 75% of consumers expect brands to understand their needs and preferences. Users are looking for authentic recommendations and want to be able to discuss, comment, share, and buy effortlessly. Social media is becoming a place for inspiration, targeting, and engagement. Content is king, and content strategy must be tailored to each social network.
Overview of social commerce platforms
TikTok Shop, Instagram Shopping, Facebook Marketplace
TikTok Shop is one of the most telling examples. According to TikTok for Business, 70% of users say they have discovered a new product on the platform. Thanks to the integration of products into videos, users can buy with a single click from viral content. Instagram Shopping offers a shop integrated into profiles and allows users to identify items in posts. As for Facebook Marketplace, it continues to appeal with its simplicity and community focus.
These platforms have all understood one thing: to generate engagement and increase visibility, you need to offer a smooth, personalized user experience that is connected to current social habits.
The role of influencers and video content
Influencer marketing plays a central role in the development of social commerce. According to Influencer Marketing Hub, the influencer market is estimated to be worth $21.1 billion in 2023. Thanks to their close customer relationships and influence, influencers can attract customers’ attention and build loyalty among highly qualified targets. Video formats, particularly live streams and product demonstrations, significantly increase conversion rates.
In this context, influenceur.ch is positioning itself as a key player in influencer marketing in French-speaking Switzerland. A subsidiary of the Habefast group, this specialized agency supports brands in setting up tailor-made influencer campaigns, from selecting relevant profiles to operational management of collaborations, creating engaging content, and monitoring performance. Grâce à sa plateforme intuitive, influenceur.ch permet également aux entreprises de trouver et collaborer facilement avec des influenceurs suisses qualifiés, pour renforcer leur visibilité et générer un réel impact commercial.
Why are brands investing in social commerce?
Increased visibility
By leveraging social media, brands can build awareness, grow their audience, and distribute their content on a large scale. Unlike a traditional website, a viral or sponsored post can reach millions of users quickly. Social commerce is becoming a powerful tool for boosting your visibility.
Quick conversion
According to Shopify, conversion rates on social platforms can reach up to 2.9%, compared to 1.8% for traditional e-commerce sites. Integrating shopping features reduces friction in the conversion process. This not only improves conversion rates, but also the return on investment of marketing campaigns.
Enhanced loyalty
Thanks to built-in marketing tools (messaging, comments, personalized content), brands can maintain an ongoing, human, and engaging customer relationship. By combining community management, content marketing, and inbound marketing, they are able to build long-term customer loyalty.
The challenges to be overcome
Smooth user experience
One of the major challenges of social commerce is ensuring a smooth and intuitive customer experience (UX). Every click counts: loading time, clarity of information, and ease of payment are key factors in converting customers.
Targeting and customer knowledge
An effective social media strategy relies on good segmentation and a precise understanding of user behavior. According to HubSpot, 61% of marketers say that generating leads is their biggest challenge. Data from social networks allows you to refine your strategy, better target expectations, and reach your customers at the right time with the right message.
Consistency of the content strategy
It is essential to have a clear editorial line that is tailored to each platform. Content must reflect the brand image while complying with the codes and practices of each channel. Blogging, email marketing, short videos, and infographics can be used to develop a consistent and relevant marketing strategy.
Social commerce and B2B: an underestimated opportunity?
Focus on LinkedIn and tailored B2B strategies
While social commerce is generally associated with B2C, it also has a place in B2B marketing strategies. According to LinkedIn, sponsored campaigns on the platform generate an average engagement rate of 2%, well above the average for other B2B networks. Value-added content, white papers, and interactive formats can be used to create a genuine acquisition strategy.
By combining inbound marketing, sponsored posts, and webinars, companies can attract new customers and generate leads more organically than with traditional marketing methods.
Conclusion
Social commerce is profoundly transforming internet marketing practices. It redefines the purchasing journey, reconciles content, engagement, and sales, and offers a measurable return on investment. Brands that want to develop their reputation, generate qualified traffic, and win customers can no longer ignore it.
By integrating these new practices into an overall marketing strategy, it becomes possible to achieve your goals, measure ROI, and effectively grow your audience. When executed well, social commerce is an essential marketing tool in an ever-changing digital world.
