Fazmina Imamudeen spots the power that influencers wield on e-commerce

Social media is revolutionising how we connect, and it’s not only about sharing memes and cat videos. As digital media strategist Amy Jo Martin explains, every time we post on social media, we’re shaping our online reputation and personal brand for better or worse.

Your social media presence has a powerful impact on how others perceive you. Therefore, it is important to understand the potential of social e-commerce in shaping the digital footprint of a business and its success in the online marketplace.

Social e-commerce is poised to experience substantial grow­th in the coming years. According to industry projections, the sector is expected to expand by a whopping 31 percent between 2020 and 2027. This meteoric growth can be attributed to the convenience and inspiration that consumers experience, when buying and selling through social media platforms.

With 4.7 billion active social media users worldwide at the beginning of 2023, and a rapid growth rate, social e-commerce is solidifying its position as a significant online sales and marketing channel.

It follows that businesses looking to stay ahead of the curve must prioritise their social e-commerce strategies to capitalise on this flourishing trend. And one of the most critical ways that social e-commerce is reshaping online commerce is through influencer marketing.

By leveraging influencers, businesses can tap into a wider audience and drive their followers’ purchasing decisions. A prime example is Daniel Wellington, the popular watch company.

However, Daniel Wellington is more than simply a watch company. With over six million watches sold in 25 countries worldwide since its inception in 2011, the brand has established itself as a global phenomenon. One of the secrets behind its success lies in its clever use of influencer marketing on social media, which has helped boost sales and enhance brand recognition.

The company’s Instagram account is testimony to this strategy, boasting an impressive 4.8 million followers in August last year. Daniel Wellington knows how to leverage the power of social e-commerce to build a loyal following and drive business growth.

“Content is king but distribution is queen and she wears the pants,” says Jonathan Perelman, the former vice president of BuzzFeed. When it comes to social media advertising, the power of distribution can’t be overstated. This form of advertising needs a targeted approach.

Advertising on social media can be a game changer for e-commerce – due to the massive reach of social media channels. With billions of users on Facebook, Instagram, TikTok and LinkedIn, the potential audience for e-commerce advertising is immense.

However, the real power of social media advertising lies in targeting and segmenting the tools available on these platforms. By utilising them, e-commerce businesses can reach their desired audiences with laser like precision and ensure that their advertising budgets are used effectively.

This ability to target the specific user demographics, interests and behaviours makes advertising on social media an incredibly effective way to reach potential customers, and drive sales for e-commerce businesses.

In recent years, TikTok has taken the world by storm; it has become a prime example of the growing influence of social e-commerce. This addictive video sharing app has become a hub for influencer marketing with businesses of all sizes joining forces with popular TikTok creators to showcase their products to millions of followers.

The impact of its reach is huge and digital marketing guru Gary Vaynerchuk claims that “if you’re not on TikTok, you’re losing. TikTok is the platform where you can get organic reach the fastest.”

By leveraging these capabilities, businesses can connect with potential customers who may be interested in their products or services.

Therefore, it’s no secret that social e-commerce has shaken up the online commerce landscape, and introduced new and exciting opportunities that businesses can use to engage with their target audiences. Marketing expert Seth Godin says: “Marketing is no longer about the stuff that you make but about the stories you tell.” And this rings particularly true for social e-commerce.

The companies that stand out in today’s crowded marketplace can craft compelling narratives and tell them in a way that resonates with their followers on social media. In short, the future of e-commerce belongs to those who can weave a captivating tale and share it with the world through the magic of social media.