Social Media Marketing

The concept of “social commerce” can be confusing. Some people think of it as when retailers use social media to promote their products. Still others think of it as “Influencer marketing,” aka getting endorsement from social media stars who share products and services with their followers. But it isn’t necessarily either of these things. Truthfully,…

The social media landscape is shifting rapidly, from new opportunities for influencers, such as the ability to hide likes on Instagram or schedule stories on Facebook, to the meteoric rise of TikTok and its unique short-form content that has impacted how an entire generation consumes media. This shift in the landscape has forced brands to…

The omnichannel approach to customer experience (CX) has become an essential investment among companies focused on maintaining a strong brand reputation. It means providing a unified experience through all channels and platforms that consumers use to interact with the brands they shop. In other words, it’s become more important than ever to communicate the same messages across all channels in which customers choose to engage.…

Brands are increasingly looking for ways to connect with consumers, and the vast majority have expanded their online presence on several social media platforms to meet customers where they're spending their time. While these channels allow for great relationship-building dialogue between brands and customers, they’ve also opened the floodgates for individuals with bad intentions to…

If there’s one social media platform that's undoubtedly in full swing, it’s TikTok. Brands have become desperate to get their employees on TikTok, and luxury companies are putting all their marketing efforts into hiring TikTok influencers. Meanwhile, small and medium-sized businesses are left to pick through a motley assortment of low-tier influencers to stir brand…

Every day now a different retailer announces its attempt at some sort of live interaction with consumers. While this is an exciting time for the industry, it’s important to think through where value is derived in these exchanges and what decisions will reflect careful consideration there. Livestreaming has several key attributes embedded in its value proposition.…

Gen Zs and millennials continue to make up more and more of the U.S.’s consumer base. As of last year alone, the two generations were on track to account for nearly $350 billion of spending power (approximately $150 billion spent by Gen Z and around $200 billion by millennials). However, as generations that are historically…

In today’s digital-first environment, people use different forms of social proof to inform almost every decision they make, and shopping is no exception. In fact, 66 percent of shoppers look for social proof before making online purchases. By definition, “social proof is the influence that the actions and attitudes of the people around us (either in…

Before the days of smartphones and social media, teleshopping was in its heyday. Glamorous models would talk through product ranges in a casual yet polished way. Then, without having to leave the comfort of your living room, you could dial a number and the product could be yours. As technology has progressed and online shopping…

Since the rise of social media, more and more brands have found ways to leverage growing platforms to influence shoppers to buy their products. It’s no surprise that Amazon.com had the foresight to acquire Twitch back in 2014 for $1.1 billion, and it’s also why Walmart acquired 7.5 percent of TikTok this past year. And…