While there have been new developments in e-commerce, brands have yet to solidify their social commerce playbooks. Yet, some beauty brands are using video and influencer marketing tactics to capture social commerce success.
Traackr’s latest report found that influencer posts tied to social commerce increased by 28% from Q3 to Q4 in 2021. The report also shows that Instagram has the most sponsored content from beauty influencers, with a 28% growth in posts from Q3 to Q4.
Virtually every platform is adding or expanding video features: Snapchat is working on a feature that allows influencers to put ads into their stories; Pinterest tested live stream video events, and YouTube plans to roll out new video effects and editing capabilities. This has made influencers an important driver of social commerce, pushing marketers to integrate influencers into their marketing funnels.
Traackr reports that influencer posts mentioning discount or affiliate codes increased by 14%; live shopping increased by 111%, and tap-to-shop features increased by 521% from Q3 to Q4 in 2021. Beauty brands are proving that these strategies work, and are taking steps to ensure they drive social commerce performance further. The approaches powering measurable results include the following:
- Use data to properly vet experienced social commerce influencers that love the brand and who are good at selling. Integrating the right influencer marketing tool will allow brands to search through content so they can make decisions based on past performance.
- Relinquish creative control. It’s important to allow [content creators] to sell for you in their own way. The best social commerce campaigns happen when a creator is authentic and true to their own voice.
- Track key performance indicators across the funnel. Brands should plan to measure the impact of social commerce and influencer campaigns throughout the full funnel. Monitoring top-of-funnel metrics like engagement rates and video views gives insight into how content is performing.