Boost brand-building efforts with UGC, shoppable content, social commerce

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 29, 2021, 9:24 AM UTC

Brands must focus on selling to customers on social channels by offering authentic content and enhancing UX.

When it comes to brand-building online, companies should take full advantage of social platforms. Instead of leveraging social media platforms only for product discovery, use them as channels to encourage purchases. By focusing on social commerce, marketers can also track and convert ROI from a specific social media channel.

Consumers tend to trust user-generated content (UGC) for its authenticity. Apart from engaging prospects effectively, UGC can also help brands build consumer trust in sectors where customers have low trust in crafted brand messaging.

To attract high-value customers in the new year, businesses must allow their customers to discover, interact with, and purchase products at the same place. For instance, brands can offer a customisable Instagram storefront for users to make direct purchases. Similarly, companies can create shopping tags that direct customers to purchase products from a website or within the app itself.

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