Have you been social media shopping? A study by the OMD group shows that over 70% of consumers refer to social media before making a purchase. Social media today is more than about connecting with your tribe. It is transforming the way consumers discover and shop. It enables brands to be present where consumers are. Therefore social media subliminally influences consumers to be impulsive while in their comfort zone. With gentle nudging and visual navigation Pinterest, Instagram, and Snapchat have become social media shopping gateways. Let us explore how these channels have transformed to cater to this trend.
Snapchat: Making Augmented Shopping a Reality
Snapchat is no more about just fun filters and fading memories. 78% of Snapchat users in the US are between the age group of 18-24 years old. They are the digital natives and future consumers with spending power. Snapchat has already jumped onto the social media shopping trend through the snap, search and shop feature with Amazon. Snapchat owns the camera and visual search space on social media. A whopping 528,000 are shared every minute. Hence it is not surprising that Snapchat has augmented this trend for social media shopping. Enabling consumers to explore and buy products in real time. Snappers need to press and hold the camera screen while looking at a product or barcode. It will pop up an Amazon window to select recommendations and place the order.
Instagram: Encouraging Influence and Instant Gratification
Instagram has 1 billion active monthly users, 80% of accounts follow a business. It is a favorite and is growing in popularity among Millennials. Instagram rolled out its shopping feature in 2018 for brands and business accounts. Brands can now share product details in the content. Embed shopping links. Thus making posts and stories subliminal shopping carts. This helps shorten the consumer purchase journey. With influencers helping in discovery, and brands providing information it adds to consumer’s instant gratification during social media shopping.
Pinterest: From Ideas to Inspiration
How many times have you searched Pinterest for ideas? Pinterest is no more just a beacon for ideas. But it is an emerging powerhouse of social media shopping. Over 93% of pinners use Pinterest to plan for purchases. 87% have purchased something because of Pinterest. Over 72% of consumers say that it influences their offline shopping. Therefore Pinterest has redefined itself beyond a social media platform. Pinterest is becoming a powerful e-commerce engine and a product discovery tool with its recent roll out. Up to date pricing, stock details, new shopping recommendations, and direct shoppable links. These are some of the features focused on active pinners. The average age of active pinners is below 40 years. They are the earning population and purchase decision makers. Thus Pinterest is all set to ace the social media shopping game where it matters most.
You would agree that Millenials and Gen Z are quick in adopting social media shopping. They are the drivers of Social Media growth and future of the nation’s spending power. It is time brands take note and reach out to cultivate this new shopping habit by building a seamless, secure and thriving ecosystem.