Ecommerce social media marketing features and strategies

Ecommerce and social media marketing or social commerce has transformed the way brands and consumers interact with each other. Social commerce is giving brands a new way to capitalise on their social media reach. It has provided brands with a way to engage with their target audience in a cost-effective and efficient way in order to leverage the maximum out of their social media endeavours.

What is ecommerce social media marketing?

Ecommerce social media marketing is the meeting point of social media and ecommerce. It has streamlined the buying process for customers and increased the impact of social media ads for brands. Social media has proved to be the appropriate way for brands to convert social media networks into sales platforms. On the other hand, consumers are heavily influenced in their buying habits through social media. As networking is the key to social media, consumers are influenced by the buying habits of those in their network. Users tend to share the best of their shopping experience with their friends in the network. Moreover, brands can also encourage consumers to share their experience within their network. Each such recommendation by users means potential consumers for businesses. However, brands should keep in mind that social media is fundamentally a sharing platform, not a sales platform.

Ecommerce social media marketing features

Social commerce is a broad term which includes a number of different features and capabilities. These social shopping features vary according to specific social platforms as they have their own unique social shopping features.

Some of the most popular ecommerce social media marketing features include:

‘Buy’ buttons

These are one of the most popular features of social shopping which allow users to directly go to a website’s shopping page to complete the purchase. These have helped turn social media into a sales channel. These buttons can be found on most of the leading social networks which include Facebook, Twitter, Instagram and Pinterest. This button serves as a call-to-action or CTA on a brand’s social media ads or posts.

Shoppable posts and stories

A relatively new trend in social shopping is shoppable post and story. As part of this shopping method, brands and users can tag specific products anywhere in posts and stories. Instagram and Snapchat have launched their own versions of this feature which have become popular. Typically, products are simply tagged with a content. This means a more seamless experience for customers as social media apps allow customers to complete their shopping experience within the app. This feature has gained in popularity over the recent times as customers do not have to open a new app or interrupt what they are doing in order to complete the shopping process. Nearly 41 per cent of brands have used this feature on Instagram.

Plugins and apps

While brands use the various leading social media platforms for engaging with consumers and encouraging them to buy their products and share their positive reviews with peers in their network, there are a number of other businesses or third parties which provide their plugins and apps to support the leading businesses in their advertising campaigns. The plugins and apps provided by the third parties facilitate social shopping for social media users. For example, Soldsie is one such third party app which works with Facebook and Instagram. It allows followers to make a purchase just by commenting on a post with the word ‘sold’. Once customers comment on the post, the app emails them an invoice to confirm the order and complete the payment.

Ecommerce social media marketing techniques

Ecommerce businesses can use social media to drive traffic to their website through a number of strategies. These can be used to tap into the potential of social media networks for higher benefits.

Create great content

Creating great content holds the key to a successful advertising campaign on social media. If a business uses the social media for promoting products, then it is sure to turn away potential customers. Since social channels like Facebook, Twitter and Pinterest want to display only the most interesting content on their website for ensuring higher levels of user engagement, lesser levels of user engagement with posts means less visibility for new posts. Moreover, the number of businesses seeking social presence is growing by the day, whereas the space in a user’s social feed stays the same. Therefore, the quality of post is going to determine the visibility, and therefore, the viability of any social media advertising campaign.

Micro content

As users are already overloaded with information such as updates from their favourite brands displayed to them directly and through the shares from people in their network, creating unique and quality content is a challenge for brands. Since users are not inclined to spend much time on posts, the content should be good enough to catch the attention of users in the first few seconds. Users are not going to watch long videos or articles as they basically access social media for their social needs such as for staying in contact with their close ones. This is the reason why micro contents prove to be useful. In fact, shorter versions of content are likely to draw more attention from users in comparison with longer videos or articles, and the audience is more likely to watch when they know it will take just a few seconds of their time. These may include brief videos or short messages.


Customer reviews are a great way for accessing new customers as reviews are a social proof. Positive reviews can go a long way towards the reputation of a brand. However, reviews should be posted regularly in order to ensure their efficacy. Fans should be consistently encouraged to leave reviews after they purchase a product. Even one quality review will have a great impact on would-be customers and potentially mean a number of new customers. Brands should encourage consumers to review their purchase on social media channels so that they can benefit from social proof generated by satisfied customers.

Risk Warning:

This article is for information purposes only.

Please remember that financial investments may rise or fall and past performance does not guarantee future performance in respect of income or capital growth; you may not get back the amount you invested.

There is no obligation to purchase anything but, if you decide to do so, you are strongly advised to consult a professional adviser before making any investment decisions.

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