impact of social networking sites on e-commerce

Impact of Social Networking Sites on E-commerce

3 out of 4 customers use social media to purchase. Brands have acknowledged the impact of social networking sites on e-commerce and began utilizing them. They realized that social media networks present consumers with an opportunity to better know brands and their products before making a purchase. 

But how really deep is the impact of social networking sites on e-commerce? The number of benefits might be more than you think. In this article, let’s take a look at how can you efficiently leverage social media in your favor for your e-commerce business.

Increases Brand Awareness

How will customers make a purchase if they don’t know your brand? Social media is a great place to increase awareness. Statistics show that there are approximately 4.48 billion active social media users worldwide. Just imagine how much exposure you would get if you promote your brand on social media platforms, and then drive users to your website. 


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Brand awareness is crucial when launching new products and services. Moreover, brand awareness is one of the key things that customers look for when differentiating competing companies. 

Storytelling

Brand awareness is not limited to customers knowing the name of your brand. It is also how well they understand the qualities that make your brand unique. To gain this edge, your content must have great storytelling. This will set your brand apart from your competitors and create a personal connection with your audience. 

Nike is a great example of effective storytelling. They make their social media accounts “human” by creating an inspirational story around their models. Hence, Nike’s posts are not purely product-related. Their advertising and posts tell a story about achievements and wins. 

Furthermore, Nike has leveraged the power of influencer marketing. They feature celebrities wearing Nike’s clothing. Moreover, their posts imply that Nike is synonymous with hard work and perseverance. This is Nike’s way of showing that with their brand, you win. 

Influencer Marketing

Influencer marketing is the practice of obtaining endorsements and product mentions from influencers. They have a dedicated social following and are viewed as experts within their niche. Hence, collaborating with influencers results in a wider audience reach. Moreover, recommendations from influencers serve as a form of social proof to your brand’s potential customers. 

However, take note that your objective here is to make customers follow you and engage. Your target audience is primarily on social media for social networking, not actively looking for a product/service. 

Boosts Customer Engagement and Retention

Remember that the more you engage, the more you turn your page into a community. Hence, do not be afraid to reach out to your potential customers. Consider making them part of your brand. One way to achieve this is by leveraging user-generated content (UGC). Encourage your customers to share their experience with your brand and feature some of these testimonials. 

Use analytics

The impact of social media networking sites on e-commerce can also be seen in analytics. Social media platforms have a built-in analytics tool that enables you to know your customers better. Instead of relying on your gut, leverage this tool. It will help you identify what works and what does not. 

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