Social Media Shopping Unwrapped

How in-app social commerce will help brands win this holiday season

With the 2024 holiday shopping season in full swing, brands face a tall order to capture - and win - the attention of eager shoppers. Retailers have already hosted major holiday shopping events, like Amazon Prime’s Big Deals Day, and Black Friday and Cyber Monday are just around the corner. ‘Tis the season for marketing over-saturation, making ad channel selection more important than ever.  

So… how can marketers break through the noise to have the desired impact on critical holiday revenues? 

Over the last several years, social media platforms like Instagram and TikTok have introduced robust capabilities for selling products directly to their audiences. This evolution has moved the needle for social as an advertising channel, beyond brand building and community engagement, to offering the ability to directly impact lower-funnel purchase activity. 

Here, we’ll examine social media’s emergence as a potent ecommerce channel. For the full story, download DISQO’s report, “Social Media Shopping.” You’ll learn what’s most influential in driving consumers to purchase on social media and how brands can refine their strategies for greater social commerce success.

The rise of social commerce

Social media has changed tremendously in recent years. Where once there were battles for likes and comments, now there are battles for dollar spend. At the heart of this are innovations in ad formats and path-to-purchase features that facilitate more direct and fruitful relationships between brands and consumers within the apps they love. 

Shoppable posts and stories

Platforms like Instagram and Facebook now allow businesses to tag products directly in their posts, making it easier for users to purchase items they see while scrolling through their feeds. This seamless integration of shopping into social media content offers brands a direct way to showcase their products, connect with potential customers, and offer new customer experiences.

Influencer marketing

Brands are turning to influencers with strong, engaged followings to endorse products and offer exclusive deals. For holiday campaigns, this can be an appealing strategy for brands looking to connect with target audiences through their favorite voices. DISQO’s full report dives deeper into the impact of influencer marketing on sales.

Live shopping events

Live shopping is another rapidly growing trend in social media. TikTok and Instagram Live enable brands to host real-time shopping events, where they can showcase products, answer questions, and even offer exclusive discounts for a limited time. Live shopping has added a sense of urgency and excitement to the social media shopping process, making it a prime strategy for holiday promotions.

Championing CX through social media eCommerce

Social media shopping offers an opportunity to level up your customer experience and engage your target audience in a way that resonates with their lifestyle and habits.

Almost any target audience is on social; meet them there.

Holiday shopping has steadily shifted toward online sales, and the pandemic only accelerated this trend. Social shopping aligns perfectly with this shift as users can explore and purchase products without leaving their favorite platforms. As is often said, the fewer clicks the better! Brands that establish a strong social presence and offer a seamless shopping experience will be well-positioned to tap into this trend.

Real-time customer dialogue fosters great customer experience, brand affinity, and loyalty.

Social media provides a relatively unique opportunity to engage with consumers on a personal level. Responding to comments, messages, and participating in discussions can create a stronger bond between brands and consumers. During the holiday season, a brand's ability to build relationships and provide excellent customer experiences can be a key differentiator.

Social media offers valuable data about your brand experience for further optimization.

Social media platforms’ analytics dashboards empower brands to gain insights into their target audiences’ preferences and behaviors. Harnessing this, brands can tailor their holiday campaigns to reach the right people with the right products and messages, ultimately increasing their conversions and ROI.

Maximize sales with social media metrics and a data-driven strategy

Brands have a unique opportunity to break through the crowded holiday landscape with a strategic approach to social commerce. Download DISQO’s “Social Media Shopping” report to understand what most influences the consumer purchase journey, the impact of influencer marketing on sales, and more.