Social media is no longer just about connecting with friends and family, it has become big business.
Nowhere is this more true than when it comes to apparel — an industry that revolves around image and appearances. Clothing and apparel companies need to be on social media. More and more, that means a presence on Instagram.
The statistics are pretty clear: brands report a 1,416% increase in traffic and a 20% increase in revenue when they embrace social media in a winning manner. 72% of Instagram users report making a purchase decision based on something they saw while using the app. Brands are starting to take notice. There are already 25 million Instagram business accounts, 2 million of which are advertisers.
With Instagram now rolling out an ‘in-app’ shopping function (Instagram Shopping), which allows users to move seamlessly between browsing social media and making a purchase, Instagram has become the place to be for ecommerce focused brands. The sooner you get started, the less crowded the marketplace will be. You can use companies like WebX360.com to put together a social media strategy that will help your business to excel.
But, to make sure that you are engaging in the right way, you need to understand why customers are drawn to Instagram Shopping in the first place.
Psychological Impact of Social Proof
Social proof is a psychological theory that relates to group behaviour. It stipulates that humans are influenced by what their friends, relatives, and social compatriots are doing. Seeing people like us interact with and enjoy a product, service, or experience generates an emotional reaction that actively makes us want to try it for ourselves.
Seeing others talk about your company’s products in glowing terms through Instagram posts and stories is just like (if not more compelling than) reading a positive review or recommendation. This is a major thumbs up for your brand, helping you remain desirable and in the minds of your customers.
The Interactive and Engaging Nature Of Social Media
Social media is all about interaction and engagement. Furthermore, unlike with your website or a traditional ecommerce marketplace like Amazon, there is an opportunity to build relations with customers without necessarily having to focus on products themselves. This creates a far more relaxed atmosphere, removing a ‘sleaziness’ of sales that most people find unpleasant.
4.2 billion posts get ‘likes’ every day, underlining Instagram’s appeal and engagement levels. The new Shopping experience allows customers to keep interacting in the traditional way. However, they can also click products from posts to find out more info or even divert themselves to the company website or product listing.
Instagram allows your business to market products in a passive manner, allowing users to maintain control throughout every stage of the customer journey. The more often customers interact with your brand, the more likely they are to eventually pursue their interests and make a purchase.