Social Media Marketing
Social networks are developing into shopping platforms. Younger people shop significantly more often on social media platforms. About 37% of shoppers aged 15-22 used the buy button on social media, and 30% made a purchase on a shop social story. Instagram is one of the leading social e-commerce channels. With the expansion of the social commerce space, social media platforms are likely to customize features that make shopping easier for users. Shorter Attention Spans Studies suggest that the average person’s attention span is 8 seconds shorter today than it was 12 seconds 20 years ago. People who access social media content on their computers tend to spend slightly more time on individual content than on mobile devices.
Increasing Use of User-Generated Content Companies are increasingly incorporating user-generated content (UGC) into their social media marketing strategies. UGC images are also more likely to convert. There are several upsides to UGC for businesses, including that it is cheaper than traditional advertising, more relatable, and can help brands to be perceived as more authentic and socially conscious. Authenticity is increasingly important to consumers.
A large number of consumers reported that authenticity played a factor in their shopping decisions, up from 86% in 2017 according to research. Consumers are 2.4x more likely to find UGC more authentic than traditional branding. A higher number of consumers report that they trust UGC more than any other type of marketing content.UGC is thriving on Facebook and Instagram, which may lead other social media platforms to incorporate UGC in the future. Marketing companies find Facebook and Instagram to be effective marketing tools.
Social media usage is expected to remain on an upward trajectory over the next 2 to 3 years. And the social giants (like Facebook, Instagram and Snapchat) probably do not go anywhere despite the improving competition. As a result, companies are expected to look for more ways to tailor their social media strategy around the changes that these platforms roll out.