The way people shop today has dramatically changed. Gone are the days when people visit one physical store to another for their holiday shopping. More people stayed in the comfort of their homes browsing catalogs for their buying lists. A digital marketing speaker Hong Kong noted that the COVID-19 brought about these big changes. The lockdowns and social distancing made people realize the convenience of social commerce.
According to a social media agency Hong Kong, social commerce is the process of buying directly using a social media account. For example, when a Facebook user wants to make a purchase on a digital shop in Facebook, he/she just needs to click the product link and directly buy it without leaving Facebook. He/she just needs to choose a default payment mode via Facebook pay. Other social media platforms offer the same convenience. In YouTube, for instance, viewers can buy merchandise just by clicking a video link, as a video marketing agency Hong Kong says.
As brands and businesses become familiar with social commerce, Meta conducted a study about the top 3 social commerce trends in 2022. Here are they!
Brands are Exploring the Metaverse
Last October 2021, Facebook rebranded its name into Meta. The company also leveled up as a social tech organization. Meta’s vision is built around the metaverse. It aims to harness the power of augmented reality (AR) & virtual reality (VR) to power business and work. One of the top 3 social commerce trends in 2022 is the potential of brands exploring the metaverse. They are now keen to preview what shopping in metaverse could look like.
Interactive AR shopping and live streaming are two examples of early metaverse glimmers. As Pinterest and Snapchats launched AR try-on, Meta is currently working on such product innovations. This social commerce trend is perfect for beauty and fashion brands. Some big brands that have already integrated AR into their customers’ shopping experience are Levi’s, Mac, Maybelline, NARs, etc. With 79% of global consumers preferring experience over the offerings, it is best for brands and businesses to level up shopping experiences through AR and VR.
Modern Consumers Shop for Value
As mentioned, today, over 56% o modern consumers are preferring experience over the offerings when shopping. It is important to them that the brands and businesses they followed uphold the same values they believe in. Many people now advocate for equality and sustainability.
Brands and businesses should focus on promoting diversity & inclusion, together with sustainability of the environment. In the Facebook marketplace, brands that advocate less carbon emission are very popular among modern consumers. Secondhand fashion is also booming as recycling hits the social commerce spotlight.
Shopping Inspiration Drives Sales
Gone are the days of billboards and TV ads. Gone are the very sale-sy copy ads and campaigns. Modern consumers want value before making a purchase. They are smart enough to look for reviews and specifications. As the man eats dogs online world gets stronger, it is shopping inspiration that drives sales today. This is the best social commerce trend in 2022. It is because the authenticity of the brand or business can be a big edge to success.
Meta’s research shows that influencer marketing will continue to flourish. Influencers play a critical role in inspiring their followers to patronize a brand or business. Around 45% of global online shoppers bought products and services endorsed by celebrities and influencers. This may be due to the fact that trust is a paramount basis in making purchase decisions. Family, friends, and influencers are the main inspiration that drives sales.
Live shopping has also become an inspiration among the millennial generation. Retailers who had closed their physical stores find them effective in boosting sales and building stronger connections. It gives brands and businesses the opportunity to earn while assisting their customers through chats and commenting in real-time.
Reference: https://www.facebook.com/business/news/three-trends-shaping-social-commerce-in-2022#