Every advertiser knows about the importance of advertising via social media. It is drilled into our heads on every economic news site. Something that is getting less attention, though, it the surge of actual commerce happening through social media.
One of the most interesting commerce trends right now is the rise in one-step “buy” buttons directly placed on social media sites such as Facebook, Twitter, and Pinterest. Consumers have been shown to have mixed views on these buttons, but in some cases, they have been very effective marketing tools.
Some Think Social Commerce Isn’t Living Up to Its Potential
The “Buy” button which has been appearing on social media sites, according to some, is not very effective because of customer attitudes towards social marketing. From some perspectives, E-commerce consumers simply aren’t used to making their online purchases this way.
Selling directly to customers on social media is not exactly possible on a large scale at the current moment because its novelty detracts from its appeal. Most people are most comfortable going to tried-and-true e-commerce sites like Amazon and EBay, rather trying to purchase something via Facebook, for example.
Turning Social Interaction Into Commerce Just Doesn’t Feel Right
To many people, sites like Facebook feel like talking to someone in person. If a salesperson were to jump into your conversation on the sidewalk and try to sell you something you were talking about, it would simply feel weird.
To many, especially young people, social media platforms are a somewhat sacred space for communication. If a ploy to “click here to buy” is wedged between your sister’s wedding photos and happy birthday posts to a friend, it feels like the wrong place, wrong time.
As a species, we are evolved to put our social interactions before other things, especially things we don’t necessarily think are relevant to our lives personally.
On the Other Hand, Image-based Platforms have been more successful in the realm of “buy” buttons
Sites which are based more on images than on words and messaging have had more success with direct buy buttons and social advertising. For example, Pinterest’s “buyable” button has been perceived more positively, perhaps because the social media site’s structure lends itself more to being an advertising medium.
This may be because many users’ pages are already centered on material objects of desire. Linking a picture of an object directly to an option to buy is more effective when the site already traffics heavily in images of say, jewelry or home decor.
The future effectiveness of buy buttons may simply be a case study in exposure. The tiny sliver of e-commerce sales that happen on social platforms may grow over the years as people become more aware of it as a possibility.
Additionally, more products need to be made available via these platforms, because especially in comparison to huge e-commerce competitors like Amazon and Ebay, social shopping sites have a very small selection.
Do you think social commerce is on the rise, or about to fizzle out? Would you buy directly from a social media site if it had what you wanted? Comment with your opinions below.
