A true SMM specialist should not only post beautiful pictures but also be able to analyze what the audience likes and dislikes according to the e commerce marketing platform.
Social Media Trends for Ecommerce
Video is the main e commerce ad format worth paying attention to in 2019.
Specialists say it’s about to take about 80% of all e commerce ads content. Being present on all video platforms, brands will be able to increase the activity of the existing audience and attract new users. Preference is given to vertical video, convenient for viewing on a mobile screen. Particular attention should be paid to online broadcasts, as their popularity will only grow. Interactive format (for example, the ability to ask questions on Instagram) turns such videos into a powerful tool to gain the subscribers. The trend is not just a video but interactive broadcasts in which users can take part: ask a question, write an opinion, like or repost.
The days have gone when you could post several articles at once, then not to release anything new for several years so to force users come to read all the same materials. Now the audience wants to be involved 24/7: watch, read, interact, respond, and participate in the creation of products and content. Brands constantly interacting with users are more likely to build trust with the audience and thereby increase the conversion rate. With the advent of “stories” on Instagram and Facebook, temporary content has reached a new level and entrenched itself. The format relegates the news feed to the background, so marketers should focus on creating stories. Communication, in this case, turns out short but effective.
Data privacy and security in social networks were widely discussed in 2018. In March, Facebook leaked data from 87 million profiles. After that, Facebook participated in several more scandals and was criticized by users and even its own employees. Now it’s important for social networks and brands to take care of privacy. Marketers need to abandon one-way marketing, revolving around collecting user’s data. A more successful strategy will be a dialogue with users and direct questions about what it will be more interesting for them to learn, see, and try. This year, honesty and transparency will help brands gain user confidence. People realized that the celebrity lifestyle is inaccessible and unrealistic. Preference is given to those brands and bloggers who are honest in communicating with their subscribers. Users want to hear real stories that will inspire them to buy.
Paradoxically, worrying about their own data, users still want to receive personalized content. Thus, brands will have to balance between personalization and confidentiality.
Chat bots and instant messengers
The faster the brand will come to the messengers and will start using chat bots, the faster it will be able to increase the audience and conversion. Millennial generation gets used to bots faster than anyone else: according to the Huffington Post, 49% of all millennials use chat bots.
- Brands should continue to use video, special attention should be paid to interactive online broadcasts. Users want to communicate with companies online: ask questions, like and respond to what is happening in the broadcast. Also, do not forget about the ‘stories’: the format is on the rise and makes it possible to experiment without much loss
- Relationships with users. Trust is the main trend in 2019. It is important for subscribers to understand that they are treated with care and participation. Therefore, do not abuse with personalization. Creating a strong community will help in building strong relationships
- It’s better to publish a few good materials than many bad ones: users are becoming more and more selective
- To “stay afloat” in 2019, brands need to be present in instant messengers. As for social networks, Facebook and Instagram advertising campaigns show the best results.
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