A good number of retailers use social commerce—that is, ecommerce involving social media interactions for researching or buying—in some form. Even though direct sales attributable to social commerce have been lackluster, marketers are banking on future growth, according to eMarketer. “Today social commerce is a small chunk of the total, but it’s a very, very rapidly growing chunk, and I have every confidence that it’s going to become an ever-growing part of the total business in the coming years,” said Llibert Argerich, global director of social and content at eBay. US marketing professionals continue to invest in social, but much more for advertising than for commerce. In an August 2016 Hanapin Marketing survey, social advertising was named one of the most important digital marketing tactics by 46% of the agencies and 52% of the brands polled. By comparison, social commerce was named an important tactic by fewer respondents—38% of agencies and 26% of brands—but garnered somewhat better sentiment than did programmatic advertising, a surprising result in a year when programmatic was top of mind for so many marketers.
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Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.