How to Use Social Media Trends to Accelerate Amazon Selling
How to Use Social Media Trends to Accelerate Amazon Selling
Danny Shepherd, CO-CEO • Intero Digital • November 25, 2022
As we cautiously ease out of pandemic practices, consumers are heading back into brick-and-mortar stores and outlets and resuming some of their “normal” shopping habits. E-commerce transactions, which understandably skyrocketed during the crisis, have fallen again.
According to the International Monetary Fund, the increase in e-commerce transactions is reversing across some economies more than others. Online spending rose from 10.3% in 2019 to 14.9% at the pandemic’s peak, but it fell sharply to 12.2% in 2021. Lower demand, increased interest, and rising inflation rates have pushed away the appeal of online shopping. People are feeling the pinch and are reserving their funds for the fourth quarter when the holidays will bring new spending pressure.
However, this drop isn’t the whole story, and as hybrid shopping routines emerge from the wreckage, e-commerce vendors can learn how to tap into social media trends and breathe new life into e-commerce Amazon sales.
How Can Social Media Address the E-Commerce Slowdown?
The value of social commerce sales is predicted to keep growing exponentially over the next several years. In 2022, these sales are predicted to reach $992 billion and grow to $2.9 trillion by 2026.
Companies that use a social media platform for selling products will be in a better position than those that rely on traditional channels alone. For example, consider the common trends of influencer lists and product hauls. Entrusting your brand message to a social media personality is an important strategy for converting younger generations to buy online — more specifically, buying from your business instead of others.
Additionally, if you successfully direct outside traffic to Amazon, you are eligible for the brand referral bonus. This is Amazon’s way of encouraging vendor partnerships with social media outlets rather than business websites. You can get involved in the brand referral bonus program by adding a tag to the link produced in the campaign manager under “Amazon Attribution.”
How to Create an Effective Social Media Marketing Strategy
Social media trends are increasingly profitable for brands that are willing to invest in them, and Amazon vendors can optimize their sales by forming an e-commerce social media marketing strategy. To get started, follow these three steps:
1. Set your social goals.
Amazon Marketplace allows new and established businesses to sell more products more efficiently. You can exponentially boost your performance on Amazon by tapping into social media channels alongside selling efforts. However, simply splashing brand messages across a smattering of channels without a plan could dilute your brand identity. Instead, it’s essential to set goals based on who you know your audience already is. Is your goal to drive traffic from a target population to a specific product line? Perhaps you want to grow a credible voice on professional platforms like LinkedIn. Once you establish your audience, you can more accurately create social goals that correspond to where your audience is most likely to be.
2. Identify the best platforms for your brand.
From your set of current goals, you can establish which channels will work best to illuminate and amplify your brand message. Where are your target audience members hanging out? What are they doing on social media? Perhaps they’re making videos on TikTok, sharing photos on Instagram, or watching content creators on YouTube. Seventy percent of people report purchasing a product after seeing it on YouTube, and nearly 50% of TikTok users have made purchasing decisions based on advertisements promoted in-app. To boost e-commerce and get the most out of social media, choose a combination of channels that speak most powerfully to your specific audience.
3. Tell a consistent story.
Being an Amazon vendor works by showcasing what makes your brand unique within a network of other products. Your e-commerce social media marketing strategy should tie together disparate avenues — the diverse places where your brand appears — into a cohesive story. You want to ensure your brand is instantly recognizable no matter where your audience is encountering it and that your aesthetic and values — what your brand looks like and stands for — are always present and clear.
By focusing on your audience and your brand’s unique personality and combining the two into a specialized e-commerce social media marketing strategy, you will be able to supercharge your Amazon sales presence.
Every brand’s social media success story will be different, but the first step is to assess your needs. Contact us today for an assessment, and we’ll work together to find your best social media marketing opportunities.
CO-CEO, Intero Digital
Danny Shepherd, CO-CEO of Intero Digital, has over 15 years of experience in the digital marketing space, with a desire to “crush it” for our clients. Danny is an integrator, disruptor, and a leader, with a passion to push beyond the possible, thriving on uncovering the potential in any opportunity.
