TagDigital Marketing

Shoppable UGCs – The Future of Social eCommerce

Remember the story of GoPro? GoPro is the world’s most versatile camera brand. Most camera brands today have been greatly affected by the rise of the smartphone. People no longer need to buy expensive cameras because smartphones already have them. But GoPro stands still as popular among outdoor travelers and sports enthusiasts. And why is this so? It’s because of UGC, the main focus of GoPro on its marketing strategy. GoPro created a platform to help their customers share unique moments they capture as an entry to the “page of fame.” This is a monthly contest among GoPro users. Roughly 6,000 GoPro videos are uploaded on their platform daily. The winning entry receives a prize and is uploaded on GoPro’s social media pages. Today, brands have mimicked GoPro’s stint. With the many trends in using user-generated content, Shoppable UGCs are now the future of social eCommerce.

WHAT ARE SHOPPABLE UGCS?

Shoppable UGCs are the blending of a brand’s product specification and user-generated content. With a product specification, shoppers can make a direct purchase within a social media platform. On the other hand, the user-generated content showcases the credibility of the brand that greatly influences the buying process. Shoppable UGC boosts a brand’s revenue by reducing cart abandonment. A social media agency Hong Kong relates how Diaspora Co. harnesses the power of UGC to becoming a popular spice brand globally. In 2017, Sana Javeri Kadri founded the company with the goal to market organic spices produced by small Indian farmers. Sara started an Instagram Shop for Diaspora with only 300 followers. They then started showcasing cooking demos of customers using their spices. By tying up the business with UGC stories, Diaspora has now gained more than 86,000 followers.

WHY SHOPPABLE UGCS ARE THE FUTURE OF SOCIAL E-COMMERCE?

According to a digital marketing speaker Hong Kong brands have shifted the spotlight away from them and turned it towards their employees, fans, and loyal customers. Through a video marketing agency Hong Kong, they use this group of people to fuel their social media content and marketing activities. This is because of the following reasons:

Shoppable UGCs Are a Cost-Effective Way to Market

Many brands spend a hefty amount to advertise their products and services. They pay search engines under a PPC scheme. They pay social media platforms to show their ads on news feeds. They also pay creators to curate eye-catching content. Shoppable UGCs don’t need creators nor paid advertising services. A brand can simply ask permission from its customer to use his or her content. They can offer a freebie or a mention in exchange. Brands only need to put a product tag or shopping link before publishing it and voila, they now have a great ad or campaign on a social media page.

Shoppable UGCs Improve the Buying Experience on Social Media

A shoppable content experience allows social media users to buy products and services directly within the platform. It eliminates the traditional buying process that involves lengthy procedures and steps. What makes shoppable UGCs the best is that buyers can complete the payment in one or two clicks. It is online shopping made easy, engaging, fast, and seamless. With 91% of buyers preferring interactive visual content, shoppable UGCs have significantly decreased cart abandonment.

UGCs Are the Most Engaging Content on Social Media

People love UGCs because they are more authentic than branded content. They can better relate to the audiences’ emotions by being within the same shoes. Statistics show that UGC highly influenced the buying experience of 79% of shoppers. As the line between eCommerce and social media content narrowed down, Shoppable UGCs are becoming a trend. Most brands highlight their stories using product tags and shoppable stickers. A majority create featured catalogs to showcase their products and services. 

UGCs Provide Social Proof for Customers to Trust a Brand

Consumers today are a lot smarter. They commonly look for social proof before trusting a brand. With shoppable UGCs, brands can show that they make people happy. UGCs also show that a specific product can solve a customer’s pain point or problem. In another instance, shoppable UGCs allow consumers to experience the product via augmented reality. As such 56% of consumers look for shoppable UGCs before making a decision to buy a product or service. Today, the most influential content is not a picture-perfect image or video. Instead, they are realistic clips and images from genuine customers.

THE BOTTOM LINE

Shoppable UGCs are indeed the future of social eCommerce. They tap into the human desire to deeply connect with a brand. They are authentic and relatable. They also provide a great return of investment (ROI) without much cost or advertising budget. With 55% of the world’s population using social media, this is the best time to use Shoppable UGCs as the main strategy in social media marketing.

Reference: https://www.socialmediatoday.com/news/why-shoppable-ugc-is-the-future-of-ecommerce-experiences/598994/

The Story of Stories Marketing in Social Media

Once upon a time, an English photographer combined 24 photos of a horse to show “The Horse in Motion.” It was the first experiment to create a video in 1878. After 10 years, a French inventor created the “Roundhay Garden Scene.” It was the oldest surviving motion picture in the Guinness Book of Records. Then, there was the Internet where videos can be uploaded. In 2005, YouTube was launched with its first video – “Me at the Zoo.” From there, the rest was history. Video technology evolved faster and soon became the king of digital media.

Video marketing is the number 1 winner in 2020. But people’s habits have changed. Because of the many social media websites, their attention span is very short. They tend to hop from one network to another daily. As such, most social media agencies Hong Kong use short-form video content to engage their audience. These short clips have strongly influenced the buying decision among consumers. Many social networks added features and tools to create short video clips. They are launched not only for marketing purposes but because they are the crowd’s favorite. At first, there were Instagram Stories which sooner was also adopted by Facebook. Then, there were Twitter Fleets. 

Facebook and Instagram Stories

Launched in 2016, around 500 million Instagrammers use Instagram Stories daily. They allow users to post an image or video that disappears within 24 hours after posting. In 2017, Facebook integrated the Stories within the platform. They are initially user-generated content uploaded by Facebook users. Like Instagram Stories, they disappear within 24 hours after posting. 

Facebook Stories appear on top of Facebook feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Facebook Stories, simply tap the plus sign within your profile photo on the Stories tab. You can choose the option to add an image or video from your camera roll or capture a live photo or video that you want to share.

Instagram Stories appear on top of Instagram feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Stories on Instagram, simply tap the plus sign on your Instagram home page and choose the story option at the bottom of the camera screen. 

Facebook and Instagram Stories have different elements that brands can use for video marketing Hong Kong. These elements make it easier for users to create engaging and high-quality videos in the absence of studio filters and hi-tech cameras. 

  • Augmented Reality or AR effects allow users to add digital objects within a real-world environment. They can be a cost-effective and creative way of enhancing the presentation of your Instagram Stories. Brands can also use them to highlight a certain product.
  • Product Tags on Instagram Stories are a great way to influence the buying decision of the viewers. Using the right CTAs and linking them to an eCommerce website allows people to shop without leaving Instagram.
  • Stickers are another way to monetize content. Product stickers help users discover more products that brands offer. Tapping on the features allows them to check out their cart directly on Instagram. 
  • Shops and Shop Catalogs can be shared via Facebook and Instagram Stories. These serve as the digital storefronts among businesses.
  • Video Clip Editing tools were added by Facebook and Instagram to Stories last December 2020. They are very useful in changing the elements of Stories that brands put under an A/B experiment.

One great thing about Facebook Stories is their ability to be shared on Facebook Pages. This is some sort of targeted advertising. Sharing relevant brand Stories on Facebook Pages stir conversations and uplift traffic on a brand’s site.

Recently, Instagram is also testing auto-captions and saving drafts of Stories. Auto-caption can boost the reach of Stories for SEO purposes. While saving Stories makes it easier for marketers to fill their Instagram calendar.

Twitter Fleets

Twitter officially launched Fleets on 17 November 2020. Since Fleets disappear after 24 hours, it gives lower pressure for people to share what’s happening. Fleets are a great way for sharing momentary thoughts. It starts conversations through direct messaging on Twitter.

Twitter Fleets are visible on top of Twitter timelines. Tapping the profile picture of the account you are following on Twitter shows a full preview of the account’s latest Fleet. Users can fleet an image, text message, tweet reaction, or video. To add a Fleet, just tap your Twitter profile picture on the Fleets tab. You now have the option to upload an image or video from your camera roll or you can capture one to shoe on your Fleet story. To share a tweet on Fleets, tap the share icon and choose “share in Fleets.”

Fleets are a relatively new kind of social media story. But many brands find ways to use them in marketing. 

  • The Twitter nation craves authentic interaction. Using Fleets, brands can share behind-the-scene experiences. They can show how a product is made or what a typical day in the company looks like.
  • Fleets vanish so fast freeing brands from cluttering Twitter feeds. Through Fleets, brands can share casual content like product inventories, top-selling items, and upcoming product lines. 
  • Fleets are also the perfect place for a live broadcast. Brands can announce a big event, an upcoming sale, how-tos, unboxing, etc. Through Fleets, brands can create a sense of urgency by sharing giveaways and promotions that last for 24 hours.
  • Fleets are also helpful in keeping your fans updated with what’s happening in the business. Whether it’s a new sale, product launch, or shipping delays, brand followers won’t miss it because Fleets stay on top of the tweets all day long.
  • Besides authentic interaction, the Twitter nation also craves fun and news. Fleets are a great wait to create fun and entertainment through memes and short clips. Such content can encourage engagement and liven up your followers’ moments on Twitter. Alternatively, a Fleet is also an eye-catching way to share the latest news and trends in the world today. 

2021 Trends for Stories Marketing 

A marketing speaker Hong Kong, stories marketing is very popular because it is authentic, entertaining, and simpler to digest. Today, brands use story marketing in alignment with 3 trends.

  • UGC for authenticity. A happy customer’s story about a positive experience in a product is very authentic proof among consumers. Brands can publish user-generated videos that evoke emotions. Once they capture the viewer’s heart, these stories can most likely impact their buying decision.
  • Behind-the-Brand videos for entertainment. Stories marketing can help promote transparency within brands. Using them to showcase behind-the-brand videos can be very entertaining. Brands are giving the viewers a unique experience in connecting them with the people behind a brand. Pulling back the curtains for bloopers, fun moments, or milestones makes the audience laugh and feel connected.
  • A simpler way to educate the customers. Most people find text instructions boring. This makes them miss out on critical items on a manual. Stories marketing is also a simpler way to educate your customers. Explainer videos make it easier for them to remember step-by-step instructions on how to use a product. It is also a simple way of showing them what are their benefits.

Stories marketing doesn’t end here. It is a continuous effort that brands should do. Go ahead, tell your brand stories.

References:

https://www.nicemedia.co.uk/history-video-first-things-first/

https://buffer.com/library/instagram-stories/

https://buffer.com/library/facebook-stories/

https://blog.twitter.com/en_us/topics/product/2020/introducing-fleets-new-way-to-join-the-conversation.html

https://blog.hubspot.com/marketing/short-form-video-trends