Having become essential channels of communication and promotion, social networks allow brands to showcase their activity and products.
More and more e-commerce friendly, the giant social platforms such as Instagram, Pinterest or Facebook, offer services specifically designed to promote physical products and are now as ultra-personalized distribution channels.
With more than 33 million active users in France in 2018 for Facebook and more than 1 billion active users worldwide for Instagram, the potential for dissemination of these social networks is considerable.
Three platforms, two functions
Although they do not allow their users to make purchases directly on their platforms, social networks offer brands space exclusively dedicated to the promotion of their products.
Facebook, with its Boutique for Business Pages feature, allows brands to promote their products by creating an online storefront of their products that they can complete with a description of their features and a link to the product directly on the product. the e-commerce site.
The “Shop” function of Facebook differs from advertising campaigns that brands can set up to boost traffic to their business page or to the website, which requires a budget. The shop function is in itself free, but obviously more efficient exploited alongside a promotional campaign.
The e-commerce features of Pinterest and Instagram are different from the Facebook Store feature. Indeed, these platforms favor a more contextualized and aesthetic presentation of the products. They also make it possible to stage several products in a single visual thanks to a clever tag function. In this way, brands can tag up to 5 products in a single visual.
Of these three platforms, Facebook is the one that has the most directive: with the button ” pay on the site “, the network is clearly optimized to generate traffic to the e-commerce site of the brand and encourages an immediate purchase.
This feature allows the brand Le Slip Français to generate 1500 clicks per week to its online store.
Instagram and Pinterest work more on a model of awareness of “inspiration” products. Addressing an audience sensitive to a certain aesthetic, Instagram and Pinterest are particularly acclaimed by the brands of decoration and ready-to-wear that can stage their products contextualized according to the trends followed by their customers.
Pinterest’s “Shop the Look” feature allows the Monoprix brand to generate very high traffic to its site.
Does comment exploit these platforms?
The advantage of using these features lies in increasing the visibility and reputation of the products sold.
The more visible a brand’s products are, the higher the purchase intent.
Thus, a combined promotion of products on all of these platforms can significantly increase the sales made on the e-commerce site.
Obviously, the choice of platform (s) chosen (s) depends on the use of the target customers by brands.
Finally, if the social networks allow an increased visibility of the products with the targeted customers in a more personal mode and more contextualized , it is necessary that the e-commerce site of the mark can support the increase of the generated traffic and that this one is properly optimized so that this extra traffic generation does not translate into abandoned baskets .
An optimization of the e-commerce site is therefore essential before considering any promotion on social networks.
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