How Influencer Marketing Driving Social Commerce?

According to the 2022 Influencer Trend Report from Pixlee TurnTo, 93% of social media influencers post content across multiple social media platforms — authentic content that resonates with the online audiences they’ve built. Influencer marketing is no longer a one-time solution for brand awareness. Instead, brands can now derive more value from creator content by weaving it into various customer journey stages. Influencer marketing has turned a new corner for social commerce, and this blog shows you how it does that.

How Brands Benefit From Social Commerce: 

Smart brands are capitalizing on the new sales channel created by social commerce. eCommerce companies transform their social accounts into effective digital storefronts by creating shoppable galleries and tagging products on posts. When combined with influencer marketing and user-generated content, social commerce becomes even more dynamic (UGC).  While brands can use their social accounts as secondary storefronts, it’s also essential to understand how this social-first strategy can be applied to product pages, website displays, advertisements, and email content. Customers realize that brand content typically has one goal: to sell them something. Because of this inherent bias, they may be hesitant to purchase. However, you can overcome this by supplementing brand content with community-driven social media posts on and off the platforms they originate. Posts from influencers, ambassadors, and everyday customers are perceived as more authentic and trustworthy, which is why successful brands leverage that content beyond social media.

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Influencer Marketing: Driving Social Commerce:

Shoppable Influencer Galleries:

Creating dynamic, shoppable galleries of influencer content is one of the simplest ways for brands to reap the benefits of influencer marketing away from social media.  Brands in various industries, such as Windsor, can seed influencer content with relevant calls-to-action on product pages, homepages, and more. While consumers may be hesitant to buy based solely on product information and brand images, access to trusted influencers’ posts featuring that product keeps shoppers on a brand’s site and encourages purchase confidence.

Influencer Landing Pages:

Category pages on a brand’s website effectively direct customers to the products they seek.  However, dedicated site pages and community-powered content provide a marketing opportunity. Designing pages solely to showcase content from influencers and brand ambassadors can pique the interest of active customers on social media and provide a place for new potential influencers to reach out to your brand.

Nowadays, brands have dedicated their website to ambassadors explaining the program and how interested creators can apply. This page contains original social content from current ambassadors, complete with their social handles, captions, and links to the products featured in each post.

Email Campaigns Powered By Influencers:

Email marketing is far from dead, especially for brands that use it to extend the reach of influencer-powered content. While a typical brand email may go unopened and unnoticed, an influencer-specific campaign email catches the attention of consumers familiar with the individual’s social media presence. Influencer social posts and profile links can be directly incorporated into email content, allowing for greater engagement and a more efficient path to product discovery and purchase. 

Community-Generated Content:

Influencer, user-generated, and community-generated (CGC) content, including ratings and reviews, all work together to increase brand affinity, awareness, and sales.  All three types of content influence how consumers perceive your brand and its narrative. This approach promotes product discovery via social media posts and purchases confidence via feedback from real customers — the ideal recipe for converting a site visitor into a loyal customer and a customer into an advocate. Influencer content increases brand awareness by positively introducing new users to your products. User-generated content adds social proof to your product. It shows customers your product in context rather than a static product photo. Community-generated content synthesizes all earned media types, from influencers to regular consumers, strengthens a customer’s willingness to purchase, and comprehensively allows site visitors to understand your product’s quality and applications.

Wrapping Up

So in this blog, we discussed how influencer marketing drives social commerce. We are sure that these tips will help you attain your desired objectives.