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1、Whats Next for Social Commerce6 Ways to Boost Sales&EngagementWHATS NEXT FORSOCIAL COMMERCE2023AKI TECHNOLOGIESHTTPS:/A.KITable of ContentsWHATS NEXT FOR SOCIAL COMMERCE|02The State of Social CommerceWhats Driving Social Commerce Forward?CHECKLIST:6 Key Steps for SuccessPANDEMIC-PROOF AND RECESSION-
2、RESISTENTWHAT CAN YOU DO ABOUT IT?0510THE FUTURE IS SHORT-FORM07041808Social media has become the most popular and accessible platform for shoppers looking to browse and buy.Almost 140 million new users have flocked to social media platforms1 in the past year alone,spending an average time of 2.5 ho
3、urs a day.And nearly 70%of Gen Z and Millennial users2 the prime demographic for trending platforms like TikTok3 and Instagram4 have made purchases because of social media content.Shoppings Gone Social new users have joined social media platforms in the past year alone1140 Milliondaily average time
4、spent on social media platforms2.5 Hoursof Gen Z and Millennial users have made purchases because of social media content2Almost 70%Lets find out.Whats behind the explosive growth of social commerce?Sources01 020304|Global Social Media Statistics Summary Inmar Intelligence Wallaroo Media,Tiktok Stat
5、istics Hootsuite,Instagram Demographics in 2023 WHATS NEXT FOR SOCIAL COMMERCE|03WHATS NEXT FOR SOCIAL COMMERCE|04Shoppers Are Seamlessly Transitioning From Entertainment to PurchaseWhile its normally defined as“the process of using social media platforms to sell directly to consumers,”social commer
6、ce is about more than just selling.It covers the whole marketing process from discovery and inspiration all the way to buying a product.Shoppers arent getting their entertainment in one place and shopping in another like they used to.Thats what makes social commerce so powerful it meets shoppers whe
7、re they already are.According to Statista5,there were 4.5B social media users worldwide in 2022 more than half of the worlds population.Experts predict6 an uptick in potential US social commerce buyers to 100 million in 2023,which will lead to over$55 billion in sales almost doubling in just two yea
8、rs according to Insider Intelligence7.AKI INSIGHTSSources050607|Statistica,Number of Social Media Users WorldwideInsider Intelligence,Social Commerce 2021Insider Intelligence,Ecommerce Trends in 2022SECTION 01THE STATE OF SOCIAL COMMERCEWHATS NEXT FOR SOCIAL COMMERCE|05As an increasing number of con
9、sumers use social platforms daily for discovery,research,and even purchases,marketers have been keen on investing in the channel.Even in the face of a possible recession,with advertising budgets starting to tighten,social commerce campaigns specifically those involving creators are experiencing cons
10、istent growth.Why?Whats driving this supercharged consumption and engagement?While usage has been increasing organically since the early days of social media,the pandemic seems to have fueled the fire.Pandemic-Proof and Recession-Resistant70%of people admitted to using social media more during the f
11、irst major COVID-19 wave in 2020.and 89%reported consistent or increased usage amid the second wave in 2021.WHATS NEXT FOR SOCIAL COMMERCE|05SECTION 01THE STATE OF SOCIAL COMMERCE90%of marketers say ROI from creator marketing is equal to or better than the ROI experienced in other channels.AKI INSIG
12、HTSWhile some marketers might refrain from spending until the economy strengthens,those that do spend will dedicate increased budgets to short-form videos on TikTok,Instagram and YouTube.As the focus shifts further in this direction,well find ourselves entering the future state of social commerce.90
13、%of marketers plan to increase or maintain their investment in 2023.and 21%will leverage short-form for the first time this year.SECTION 01THE STATE OF SOCIAL COMMERCEWHATS NEXT FOR SOCIAL COMMERCE|07As shoppers attention spans get shorter,short-form video content that gets straight to the point wil
14、l get even more effective,and memorable.Marketers need to adapt accordingly,and lean into the bite-sized,snackable content consumers crave.The Future is Short-FormIts getting difficult for brands to ignore the popularity of short-form videos.With over one billion users,TikTok is the leading platform
15、 where realness is celebrated and drives users to action.As a result,the format has taken hold of multi-generational audiences,increased brand awareness,and has even overtaken Instagram in product recommendations.Besides being an effective awareness driver,trends like#TikTokMadeMeBuyIt which boasts
16、over 54B views prove.AKI INSIGHTSShort-form videos have the power to convert viewers into customers.SECTION 01THE STATE OF SOCIAL COMMERCE+460%Higher engagement on short-form content than other platforms+190%Higher video views on on short-form content than other platformsWHATS NEXT FOR SOCIAL COMMER
17、CE|08013 KEY FACTORS BEHIND THE RAPID EXPANSION OF SOCIAL COMMERCEConsumers are only spending 17 minutes per day“actively shopping”in stores8.Social media is be-coming the most popular way shoppers discover products,or get inspired to purchase,and creators are connecting passive entertainment moment
18、s to purchases.An individual scrolling Instagram may not actively be in“buy mode,”but when a creator says they cant live without X product,curiosity kicks in and the“browser”can quickly become a“shopper.”Organic InspirationKeep in mind that social commerce is a highly incremental channel.When shoppe
19、rs see a product they like in a post or ad on social media,only 21%will purchase it immediately9(up from 11%in 2022).Over half will still purchase within a week,while 26%can take a month or longer to do so.Great results come to those who wait.of shoppers will still purchase a product within a week53
20、%of shoppers can take a month or longer to purchase a product seen on social26%of shoppers will immediately purchase a product seen on social21%Sources0809|Quartz,Americans Spend Two Hours Less on Shopping Than They Did 15 Years Ago Inmar IntelligenceSECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDwh
21、ether from creators or their personal circles.Social commerce lets brands keep the shopping experience native to social,and on customers preferred channels,rather than driving them to an external website to shop ultimately delivering a more seamless and personalized shopping experience.Today,75%of c
22、onsumers trust recommendations they see on social media10,Consider this youre scrolling through Instagram and come across a brands shoppable post featuring an outfit for#GirlsNightOut.You can shop all of the tagged clothing pieces,add your desired items to your shopping cart,and complete your purcha
23、se all within a single app!75%WHATS NEXT FOR SOCIAL COMMERCE|09Sources10|Neal Schaffer,The Top 31 Influencer Marketing StatisticsSECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARD023 KEY FACTORS BEHIND THE RAPID EXPANSION OF SOCIAL COMMERCEIntegrated Purchasing WHATS NEXT FOR SOCIAL COMMERCE|09WHATS NE
24、XT FOR SOCIAL COMMERCE|1061%of social-inspired purchasers describe creator content as being responsible for their decision11.This number is even higher 67%when looking specifically at Gen Z and Millennials.As shoppable content has become more commonplace,creator marketing has evolved into a bottom-f
25、unnel tactic.Post-Session PurchasesThough social media is highly capable across the marketing funnel,marketers are looking at the channel more often as a brand revenue machine.Creators are leading this charge,with proof-of-concept marketing of products not as a solution,but as a lifestyle.Creators a
26、re marketing products not as a solution,but as a lifestyle.Match Creators with Audience FitAlign Social Platforms&Content Format with Campaign ObjectivesCouple Organic&Paid Reach for Maximum ResultsMaximize Receptivity&Performance with a Multi-Channel ApproachWhat Can You Do About It?WHATS NEXT FOR
27、SOCIAL COMMERCE|10Sources11|Inmar IntelligenceSECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARD033 KEY FACTORS BEHIND THE RAPID EXPANSION OF SOCIAL COMMERCEPost-Session PurchasesWHATS NEXT FOR SOCIAL COMMERCE|11.when creators align with audiences,audience receptivity yields higher likelihood of purcha
28、se.Match Creators with Audience FitWHAT CAN YOU DO ABOUT IT?When choosing creators for your campaign,remember:looks can be deceiving.For example:A female-focused vitamin brand is launching their Beauty Vitamin”targeting women who prioritize wellness.The brand finds a female creator whos in good shap
29、e,and seems to align.However,after looking at the creators audience and seeing her followers are primarily male the brand decides the creator isnt the right fit.Engagement rates alone can also be deceiving.Theyre not always a key indicator of campaign success.What weve learned is that a holistic cam
30、paign view is more useful,and.AUDIENCE INSIGHTS:Demographics:65%Male 52%Ages 18-24Interests:18.8x Sporting Goods Brands11x Nike Brand2.1x Family&Parenting0.7x Grocery Storesengagement rate9.1%SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDOur FitScore technology and dedicated casting team,with exper
31、ience across thousands of campaigns,ensure that creators and their audiences are the right fit for your campaign by analyzing over 70,000 attributes including demographics,interests,brand affinities and more.more earned media1.45xmore engagements 36%more content views 3.4xWhen using FitScore,creator
32、s delivered12:MATCH CREATORS WITH AUDIENCE FITWhy Choosing the Right Creators MattersAt first glance,this creator has a high engagement rate,but,when looking into her audience,she might be a better fit for a sports-focused campaign or a campaign targeting Gen Z Males.Audience Insights tells you that
33、 this creators followers are majority female millennials,are likely parents,and prioritize healthly living&fitness.WHATS NEXT FOR SOCIAL COMMERCE|12AUDIENCE INSIGHTS:Demographics:65%Male 52%Ages 18-24Interests:18.8x Sporting Goods Brands11x Nike Brand2.1x Family&Parenting0.7x Grocery Storesengagemen
34、t rate9.1%AUDIENCE INSIGHTS:Demographics:82%Female 63%Ages 24-35Interests:18.8x Health Food Brands11x Healthy Cooking8.1x Family&Parenting0.7x Grocery Storesengagement rate6.4%Sources12|Inmar Intelligence,Fitscore SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDWHATS NEXT FOR SOCIAL COMMERCE|13In a r
35、ecent AKI survey:43%of consumers said short-form videos are their go-to for product reviews&recommendations60%of consumers send short-form videos they like to others51%of consumers share products of interestAKI INSIGHTSAlign Social Platform&Content Format with Campaign ObjectivesWHAT CAN YOU DO ABOU
36、T IT?Consumers approach each social media platform with a different goal.Facebook is usually used for connecting with friends and family,Pinterest for recipe and decor inspiration,YouTube for product reviews and education,and so on.On short-form platforms,Gen Z and Millennial users prefer TikTok for
37、 most purposes from entertainment to purchase while older generations prefer YouTube Shorts.Users of all ages are finding short-form content to be incredibly engaging,shareable&convenient.Learn which platforms your audience prefers for certain purposes and how theyre using each then engage with them
38、 in ways that are familiar to that particular experience.SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDWHATS NEXT FOR SOCIAL COMMERCE|14YouTube Shorts:Collaborate with content creators to showcase the fun#unboxing experience for your product.Instagram Reels:Collaborate with a#foodie creator to show
39、 how your kitchen appliance assists in creating a quick,delicious meal.TikTok:Demonstrate your new beauty product in action with a#GRWM(Get Ready With Me),a content type that exceeds 100 billion views.SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDCollaborate with creators to humanize your brand in
40、an authentic and relatable way,pairing creator video content with paid promotion to support product discovery,entertainment,education,and trial with audiences who are prone to engage.Explore the latest trends and hashtags,and generate new content thats more relevant.To introduce short-form into your
41、 social strategy effectively:WHATS NEXT FOR SOCIAL COMMERCE|15As important as it is to find the right creator,knowing how to optimize results once content goes live is even more critical.Include paid advertising to effectively reach your desired target audience and amplify your results beyond the or
42、ganic reach of creators followers.Creator content for higher engagement and conversion rates,since its viewed as being more authentic which resonates better with consumers.Boost your best-performing creator content through paid advertising,allowing you to reach a highly targeted audience and increas
43、e conversion rates overall.Efficiently couple organic and paid reach through:Couple Organic&Paid Reach for Maximum Results WHAT CAN YOU DO ABOUT IT?Todays consumer doesnt want to feel like theyre being sold to.Combine the impact of creator marketing with paid social media ads,allowing you to create
44、unique experiences that look and feel organic.SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDWHATS NEXT FOR SOCIAL COMMERCE|16EXAMPLE MOMENT:INSOMNIAINFLUENCER CONTENTCONNECTED TVDIGITAL MEDIASOCIALMaximize Receptivity&Performance with a Multi-Channel ApproachWHAT CAN YOU DO ABOUT IT?As consumers na
45、vigate fluidly between experiences,and break down barriers between what are traditionally considered“walled gardens”(like Facebook or Google ecosystems),its important to tell a cohesive story across all channels and platforms.With the right tools specifically those that thrive on broken-down walls y
46、ou can unlock social strategies that maximize attention on every screen,and engage audiences across digital media and shopper experience channels.Extend the influence of creators into receptive digital environments,maximizing reach to create an authentic,impactful&cohesive campaign.Social Unbound by
47、 Aki,a one of a kind creator content and paid media solution,leverages MomentsAI to help reach consumers during their most receptive moments inside and outside of social platforms.To refine your approach to the multi-channel landscape:Learn MoreAKI INSIGHTSSECTION 02WHATS DRIVING SOCIAL COMMERCE FOR
48、WARDWHATS NEXT FOR SOCIAL COMMERCE|17INTEGRATED CHAT FEATUREADD-TO-CARTDIGITAL OFFERSAnatomy of a Brandsite:a single branded destination delivering an all new shopping experience where consumers can add products to their cart,have 1:1 real-time conversations through integrated chat,engage with inspi
49、rational creator content,and directly clip coupons all in one place.Create A Brandsite Accessible across digital media and social media platforms.ENGAGE WITH CREATOR CONTENT SHOPPABLE RECIPES SECTION 02WHATS DRIVING SOCIAL COMMERCE FORWARDSave$1.00Clip CouponWHATS NEXT FOR SOCIAL COMMERCE|18Use firs
50、t-party data insights such as transactional and behavioral data or social listening and search data,to better inform your campaign strategy and further refine your target audience as they move on and off social media.Select creators who are not only a brand fit but also an audience fit.Go beyond the
51、 typical geographic and demographic parameters to find the right audiences based on factors like retailer affinity,granular interests,and brand engagement.Ensure understanding of vendor targeting capabilities.More sophisticated vendors allow you to look further than shoppers interests and preference
52、s,and can aggregate national purchase data that can be used for targeting on social media.FIRST-PARTY DATA INSIGHTSBRAND FIT&AUDIENCE FITVENDOR TARGETING CAPABILITIES Take Action NowCHECKLIST:AKI TECHNOLOGIESHTTPS:/A.KIWHATS NEXT FORSOCIAL COMMERCEWHATS NEXT FOR SOCIAL COMMERCE|19Dont stop optimizin
53、g once campaigns go live.You might find learnings mid-flight that can better inform you for the remainder of the campaign.Gain the ability to prove when youve captured audiences attention and drive business results,by accessing transparent measurement tools with easy-to-use dashboards that provide r
54、eal-time analytics.Be realistic with expectations.Executing creator and social campaigns can take a lot of time,investment,and resources.Find a partner who can help you manage and measure everything from planning,creator discovery,and campaign activation to optimization and post-analysis.CONTINUOUS
55、OPTIMIZATIONMEASUREMENT&REAL-TIME ANALYTICSSET YOURSELF UP FOR SUCCESSAKI TECHNOLOGIESHTTPS:/A.KITake Action NowCHECKLIST:WHATS NEXT FORSOCIAL COMMERCEWHATS NEXT FOR SOCIAL COMMERCE|20Consumers are already combining experiences,engaging with the channels and formats that enable a seamless mix of ent
56、ertainment and commerce.With the right tools,you can meet them where theyre most receptive.The time is NOW for investment in a strong multi-platform social media strategy one that meets diverse consumers in the platform and format they choose to engage with.When done correctly,marketers are more oft
57、en reaching diverse audiences,increasing brand awareness,inspiring purchases,and boosting engagement all while seeing stronger results in engagement and ROI.Be sure to engage with the right partners,who empower you with the data,insights,and technologies needed to power an effective Omnicommerce str
58、ategy.Take the Power of Social Media Beyond Social MediaClick here for more information on how Aki,the media division of Inmar Intelligence,can help you engage and inspire consumers on and off social media.WHATS NEXT FOR SOCIAL COMMERCE|21About Social UnboundSocial Unbound by Aki pushes the limits o
59、f influence by bringing MomentsAI technology to social,alongside powerful creator content.With Social Unbound,bring the influence of creators into receptive digital environments to extend reach and activate results-driven,cohesive campaigns on and off social.Learn MoreWHATS NEXT FOR SOCIAL COMMERCE|21AKI TECHNOLOGIESHTTPS:/A.KI