Social media is changing the nature of online shopping as we know it – is your business keeping up?  More than 56 per cent of shoppers between 18 and 40 say their mobile phone is the single most important shopping tool. As a brand, social media is a golden ticket opportunity for you to entice new customers and connect with existing ones – building a dedicated community around your unique product or service, explains Harry Lowes, Director of Mid-Market ANZ, Meta.

This is exactly why mastering your social selling strategy is key to not only surviving but thriving in a digital marketplace that, let’s face it, is constantly changing. 

We asked customers about what they look for most when shopping, and the overwhelming majority said they want to feel empowered and validated when making purchasing decisions. Your brand can offer this on social media by being more personal and entertaining, whether it’s a behind-the-scenes video or a Reel that makes people laugh.

Level up your online selling game with these five trends taking the social commerce world by storm. 

1. Embrace the dominance of video

Video has well and truly taken over the way we consume content on social media platforms. That’s why using features like Reels allows businesses to engage directly with their audiences in ever more dynamic, creative and authentic ways. While polished productions have their place, the trend towards authentic, user-generated content is winning over customers. 

Don’t be afraid to use your smartphone to film videos showcasing you, your products and services. Remember, your content doesn’t need to win Oscars, it simply has to engage and entertain people – that doesn’t require fancy equipment, just your trusty phone. 

A great example of this is the fashion brand Fayt Label, run by content creator Brittney Saunders. Fayt uses their Instagram platform to share behind-the-scenes videos, as well as inviting well-known Creators to ‘collab’ and create unique content for their page. Brittney has seen skyrocketing levels of engagement and increased brand trust simply by showing Fayt Label’s brand personality online.  

2. Infuse playfulness into your brand content

30 per cent per cent of Australian shoppers say they are more inclined to purchase from a brand that creates entertaining experiences or content to discover products. Think candid storytimes, helpful tutorials or creating your brand’s version of a hilarious viral trend. 

In an era where brands are vying for eyeballs, creativity, playfulness, and real-ness on social media can deepen the two-way connection you can build with customers, old and new, giving you a unique platform to tell the story of your brand.

While it’s still important to maintain consistency with your brand identity and values, Try experimenting with different formats like memes or viral trends that align with your audience’s interests. I mean who didn’t get sucked into ‘Girl Dinner’ videos? 

By creating relatable and highly shareable videos you will not only foster your growing community – it gives you the chance to spark conversation and engagement. 

3.  Harness the power of social selling

Social media platforms have come a long way in the last 20 years. What once started out as a place to stay in touch with close friends and family members has now become a space to discover new interests, groups, products and more. 

It’s also a place for brands to sell their products and speak to new customers – directing them to a website, store or even allowing them to stay on the app to make a purchase. 

Social media is a powerful tool to help guide potential customers through the journey from discovery to final purchase. Leveraging targeted advertising, personalised messaging, and shoppable posts on Facebook and Instagram means you can now convert likes and shares into tangible sales. 

4.  Prioritise responsive and personalised communication

Shoppers expect exceptional customer service in-person, online and on social media. In today’s digital-first world, quick replies are no longer enough. In fact, 70% of customers now expect personalised responses to their customer service needs. 

Time and resource-limited brands can tap into social media platforms to offer a highly personalised customer experience and portal at all hours. Acknowledge enquiries, provide support and offer advice all with the click of a button. Using tools from Meta Business Suite, such as automated responses allows you to add personal touches to direct messages. 

You can add photos, videos, buttons, links and other personalisations to your replies. Along with being able to set the timing for automated messages outside of normal business hours. These small touches will keep customers feeling connected, help brands offer 24/7 support, and ultimately nurture positive interactions with your community. 

5. Leverage social data for strategic insights

Beyond serving as platforms for engagement, social media channels are treasure troves of data. Analysing user behaviour, sentiment, and demographic data provides invaluable insights to inform strategic decision-making within your business. You can keep a close eye on user engagement data on Facebook and Instagram using Meta Business Suite and Ads Manager. 

Adapting to changing trends is essential, as the retail and commerce landscape continues to evolve, staying attuned to new ways of engaging with customers on social media is the key to remaining relevant to your customers.

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