{"id":6642,"date":"2021-09-14T10:40:05","date_gmt":"2021-09-14T01:40:05","guid":{"rendered":"https:\/\/news.cafe24.com\/global\/?p=6642"},"modified":"2021-11-17T14:18:22","modified_gmt":"2021-11-17T05:18:22","slug":"social-commerce-brings-buyers-journey-to-direct-to-consumer-brands","status":"publish","type":"post","link":"https:\/\/news.cafe24.com\/global\/social-commerce-brings-buyers-journey-to-direct-to-consumer-brands\/","title":{"rendered":"Social commerce brings buyer\u2019s journey to DTC brands"},"content":{"rendered":"

Social media platforms are looking to capitalize on the growth of e-commerce by rolling out new shopping features. Cafe24 offers a run-down of this growing trend\u2019s highlights and the growth opportunities it provides for merchants.<\/span><\/em><\/p>

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Social media and e-commerce are converging. According to an eMarketer report<\/a>, there are 80.1 million social commerce shoppers in the US as of 2020, a 25.2% increase from the previous year. That figure will continue to grow to 90.4 million buyers in 2021.<\/p>

To capitalize on this consumer behavior, brands must harness the power of data. The rise of social commerce buyers has also prompted various platforms to adapt and integrate e-commerce features<\/a>.<\/p>

However, with social media companies facing new and upcoming privacy features, are these channels still viable options for Direct-to-Consumer (DTC) brands?<\/p>

Social channels can help mitigate privacy changes<\/h2>

Marketers and brands are facing problems due to Apple\u2019s ad opt-out and Google\u2019s upcoming cookieless future. Limited access to device-level tracking data makes it more difficult for brands to capture consumer behavior. In other words, brands have less access to the feedback they need to improve their marketing and sales efforts.<\/p>

Forbes<\/a> has an in-depth discussion on the matter, explaining that each social platform has first-party data. Lack of access to device-level data and limitations on ad tracking due to privacy policies are applicable to cross-company and cross-app marketing. However, they do not apply to first-party audiences living within a platform.<\/p>

For example, running an ad campaign on Facebook for installing a DTC brand\u2019s third-party app will require full ad-tracking permissions across Facebook and the brand\u2019s app. However, ads on Facebook for conversions on the platform do not need those permissions. The same goes for ads on Twitter for conversions on Twitter, and so on. In short, a social media channel can use its targeting data within its platform without privacy restrictions.<\/p>

Brands need to take advantage of this scenario by being more active on social channels. The July 2021 We Are Social report<\/a> showed that there are now 4.48 billion social media users worldwide, a 13% jump from last year. Brands can build their customer base and boost brand loyalty by being where audiences live instead of relying on third-party data tracking.<\/p>

Social media needs to be at the forefront of content efforts<\/h2>
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Although 52% of TikTok users<\/a> say they find products from ads on the platform, it\u2019s important to note that brands shouldn\u2019t just rely on ads. Rather, brands need to push content that will connect with consumers in every part of the shopping journey.<\/p>

A whopping <\/span>66% of users<\/a> interact with brands on Instagram. Considering this, companies must create content that drives action, such as commenting on brand posts, engaging with influencers, posting <\/span>user-generated content (UGC)<\/a>, or visiting the DTC website.<\/span><\/p>

Merchants looking to improve their social media presence, build an audience, and engage consumers can do so with Cafe24\u2019s various tools and services. Some solutions include:<\/p>