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Facebook Publishes New Report on the Evolution of eCommerce, and Strategic Considerations

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facebook publishes new report on the evolution of ecommerce and strategic considerations

Facebook has published a new report which looks at how consumer habits have changed as a result of the pandemic, and the key trends that are driving the big shifts in how people find and purchase products, including increased mobile usage, concerns about data privacy, the rise of the creator economy and more.

As per Facebook:

“The COVID-19 pandemic has changed how, where and when people shop. Across the world, 81% of consumers say they’ve changed a shopping habit since the start of the pandemic, and 92% say they will continue this new behavior in the long-term. As a result of global and personal changes, what sits at the heart of consumers’ expectations today is the ability to choose and control how they shop – whether it’s having a say in what data they share in exchange for personalization or being more selective in the creators they go to for inspiration.”

Which is an interesting point to make, considering the noise that Facebook has made in voicing its opposition to Apple’s ATT update, which gives consumers more control over the data they share with advertisers.

But even though Facebook isn’t particularly happy about having less consumer data to work with as a result of the change, the fact of the matter is that this is a broader industry trend, as Facebook notes, and consumers are seeking more control over their personal data, and how it’s used.

Which is a key consideration, and one of the focus points of this new report.

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Facebook consumer trends report

As you can see, Facebook acknowledges that consumers want more transparency in such, even if that will impact its business

Yet, at the same time, Facebook also notes that most consumers do still want personalized recommendations, which come as a result of such data.

“Some 69% of global online shoppers feel more personally connected to brands that offer personalized content or deals, and 60% are interested in using a personalized shopping tab to discover tailored content.”

Facebook consumer trends report\

The onus then, Facebook says, is for platforms like Facebook to provide more assurance and transparency in such process, to help consumers understand how and why their data is used.

“People’s perceptions of how data is used will hopefully improve, but only if our industry resolves to make progress. That means committing to a future in which we have access to less data and in which data use becomes more intuitive and easy to understand.”

That could eventually see user data flows going back to normal, despite the uptake of Apple’s new ATT prompts, which have already seen many people switching off in-app tracking. But with ad recommendations becoming less focused as a result, that could see some switching it back on – while as Facebook notes, it’s up to the platforms to provide better explanations and insights on such to maintain user trust for such usage.

The report also looks at the increasing reliance on mobile connection for shopping, and how people are using their devices to both research and purchase products.

Facebook consumer trends report

As you can see, the majority of respondents said that their mobile device is becoming their most important shopping tool, a shift which has been exacerbated by the pandemic, with 45% of people also noting that they shopped more via their smartphone during the global lockdowns.

Which, of course, is no surprise, but many also expect that to become a more embedded, habitual shift, as opposed to a short-term response measure.

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And also worth highlighting the second chart above – it’s not only in-home shopping in this context, people are also using increasingly their mobile devices as a research tool when buying in-store.

“56% report [using their devices when making in-store purchases] for an increased sense of confidence in their purchase decisions. This sense of security and reassurance is underpinning people’s use of mobile, with 35% of US shoppers seeking information on their phones to make sure there are no better options and 34% searching for additional information.”

That makes your online product listings even more valuable, and important, because it’s not just people shopping from their couch that you need to reach, but those in your physical store as well.

The report also looks at the rising use of messaging apps as a means to complement the purchase process.

“The pandemic has accelerated the usage of messaging services for seamless and personal support. Over 2020, during the height of the COVID-19 pandemic, total daily conversations between people and businesses on Messenger and Instagram grew more than 40%. In this seamless process, over half (53%) of consumers want the ability to purchase directly through a messaging app and even more want the ability to customize products through chat functions (59%).”

That bodes well for Facebook’s development of new eCommerce tools for WhatsApp, while its future messaging integration plans, which will eventually connect the messaging back-end of Messenger, Instagram Direct and WhatsApp, will also enable increased connection, and more opportunities for businesses that are utilizing messaging for consumer connection.

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Finally, the report provides some perspective on the rise of creator culture, which has become a key focus for all social platforms, with the race now on to provide the best incentives to keep creators posting to their apps.

And again, with eCommerce also an increasing focus, this could well be a key reason:

“Over half (51%) of consumers surveyed get ideas on which products to shop for from celebrities and creators, and 45% of online shoppers globally say they want to buy products promoted by creators directly on social media.”  

Facebook consumer trends report

While providing more monetization tools for creators is good for the platform ecosystem, in terms of fueling a constant flow of new content from popular users, it likely also leads into this next stage of on-platform selling, and facilitating eCommerce growth. Which is now a focus for Facebook, Instagram, TikTok, Snapchat, Twitter – almost every platform is now examining further eCommerce options, with a view to expanding their revenue potential and tools.

Honestly, this is one of the best research reports I’ve seen in recent times, with a heap of valuable insights into key consumer shifts, and their impacts on business planning. If you’re looking to get a handle on the evolving consumer landscape – from discovery to purchase – it’s worth taking a look, and considering the implications of each element for your digital marketing strategy.

You can download Facebook’s full “Evolving Customer Experience” report here.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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