Catching up on social commerce? Here are some tips for you.
Given the impact of coronavirus on brick-and-mortar stores, many retailing companies are stepping up their effort and pace in developing their online platforms. Today, when doing online business, we are not only talking about e-commerce, but also social commerce. But what does social commerce actually mean?
When doing e-commerce, we usually come up with popular platforms like Amazon, eBay, Walmart, etc. By social commerce, we mean doing business directly on social media on social platforms. But please don’t mix this up with social media marketing. They are similar but totally different in nature. In social media marketing, brands do many contents and promotion in order to drive visitors from social media to their own websites or other e-commerce platforms where they already set up their products category there. However, when we talk about social commerce, purchases are made right on the social media. Social media users are no longer pushed back and forth among different platforms. So this is clear that in social commerce, the customer journey is shortened, and there are higher chances that customers will make their purchases.
As such, knowing how to make the best use of social media becomes highly important. Given Facebook being the most popular social media currently, we share some tips for brands who are beginners in Facebook ads.
The first and most commonly-known type of ads is image ads. Key information is usually included in the picture (of course you have to bear in mind the 20% rule, which means the amount of text should not exceed 20% of the size of ads image). Just think of what main messages you want to convey to your clients and that will be fine.
Second one, which seems to be the same as the image ads, is called Carousel ads. Unlike pure image ads, Carousel ads allow brands to use multiple images, which as you can imagine, better help tell a brand story. Moreover, customers are usually more engaged to find the message in carousel ads than single image ads as carousel ads allow viewers to have control over the ads, which induces viewers to scroll through the pictures and get more intended messages. This provides a more interactive way for brands to promote their products or services to target customers. As a result, when compared with single-image ads, the click-through-rate of carousel ads are usually higher. What’s more, for products that are more complicated in nature, or when brands want to demonstrate their products from different angles or to show the process of how the products work, carousel ads can also be a good choice.
Video? It’s no doubt that video catches your audience's attention better than images. But what if brands just kick off their social commerce campaign and do not have much budget to support it? For SME, this may be a common situation they are facing. In these cases, slideshow ads may be a good option. Slideshow ads are like carousel ads in the sense that it shows multiple images. However, the images in slideshow ads run automatically, giving a sense of video to viewers. With the option of combining audio to slideshow ads, the effect can be even more engaging. So if you are facing a limited budget to start video campaigns, just start with this one.
In our coming blog, we are going to share more tips on ads that you may find useful.
Jacky LAM Digital Marketing Manager
Total Social Media and Digital Solution Provider