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Spark Digital: Influencer Commerce
The document discusses influencer commerce in 2022, highlighting its relevance, various platforms, and trends in social media selling. It emphasizes the importance of authentic content, effective storytelling, and the rise of live shopping features across platforms like TikTok and Instagram. Key takeaways include focusing on user-generated content, fast mobile site loading, and the importance of experimenting with different strategies and influencers.
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Spark Digital: Influencer Commerce
- 4. Presented by: HashimJavaid Account Director (EMEA) at The Influencer Marketing Factory Hashim@theinfluencermarketingfactory.com Influencer Commerce in 2022
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- 8. Agenda • What isinfluencer commerce? • Why is it relevant in 2022? • What platforms to watch out for? • Upcoming trends • Which brands are winning and why • Key Takeaways • Q&A
- 10. Influencer Commerce isthe act of using influencers to drive traffic from their audience to your website/e-commerce platform in order to generate sales. Social Commerce is the process of selling products directly on social media. The entire shopping experience from product discovery to the checkout process all happens on the social media platform without having to leave. Definition Influencer commerce
- 11. Influencer Commerce Insight: Using Influencer contentfor paid media. Marketing Funnel
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- 13. In 2020, therewere almost 80 million social buyers in the US, a 30% surge from previous year. By 2025, 108 million US Americans expected to make purchases through social media. Source: https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
- 14. Influencer Commerce and LiveStreaming
- 15. Instagram Social Commerce features Product tagin Reels ● Businesses and creators who have set up Instagram Shopping can tag products when they create reels on Instagram. ● People viewing a reel with product tags can tap ‘View Products’ to buy, save, or learn more about the tagged product.
- 16. Instagram Shopping Journey Brows e Openthe product Add to cart Pa y
- 17. Livestreaming - Alittle bit of history help rural areas not well connected WeChat Super App Douyin
- 18. Live streaming isa popular way to shop online in China, you can buy anything, from farmers goods to luxury pieces. KOL’s (Key Opinion Leaders) are the most trusted when it comes to shopping online. https://wwd.com/beauty-industry-news/beauty-features/chinas-top-10-beauty-influencers-1234838299 / China and its livestream business
- 19. New Social Commerce features TikTok Productlinks and Live Shopping ● Product Links call out specific items within a video, so users can see a product in action and immediately make a purchase. ● Live-streaming helps businesses to create bonds with viewers and capture their attention in an intimate way that helps drive conversions.
- 20. Which UK brandsare winning?
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- 22. TIKTO K INSTAGRA M ● Better forpolished content ● Aesthetics and filter-based ● Mature platform with lower organic reach ● Strong Paid Advertising targeting ● Limited short term impact of individual posts. ● Higher prices for exclusivity YOUTUB E ● Authentic and relatable content ● Sub-layers of references (TikTok Alt) ● Trend led content great for staying relevant with Gen-Z and Millennials ● Better for longer forms of content, unboxing, tutorials etc ● Good for boosting SEO ● YouTube Shorts: similar to Instagram Reels ● Higher production costs and therefore higher CPM Each social media has its own personality 42% of campaigns we run 31% of campaigns we run 27% of campaigns we run
- 23. No matter ifyou are on TikTok, Instagram Reels or YouTube Shorts, DON’T MAKE ADS. Create enjoyable content that a user would genuinely share to friends and family. You want to achieve organic reach and UGCs.
- 24. Don’t sleep On… UGCContent When running an influencer commerce focussed campaign especially on TikTok consider: - Hashtag challenges with prizes - Branded hashtag - These help to increase authenticity and organic UGC decreasing cost per acquisition. The comment section
- 25. Be Fast It’s crucialthat your mobile website loads fast. You have less than 3 seconds before the user will close the page! Influencer Commerce Do’s Track everything (ROI Analysis) UTM Parameters Promo codes Dedicated landing pages Bundles A nice digital shop Touch ‘n feel is super important for user-experience and purchase behavior.
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- 27. Native content matters Let contentcreators guide you on the creative process. Influencer Commerce takeaways Read comments and listen to customers. Comments on social media can be your real-time focus group and totally free survey. Pick the right platform and niche Social listening Don’t focus only on the influencers’ metrics. Analyze also their demographics.
- 28. Don’t be afraid to experiment Thebest way to now what works for your brand is experimenting with different influencers, content and platforms. Influencer Commerce takeaways NO Scripted Content The more authentic and relatable, the better! Re-used content Don’t re-use YouTube content, cut it in vertical and upload it on TikTok, it won’t work - instead, shoot natively for TikTok and create dedicated short-form videos for instagram reels.