Direct-to-Consumers (D2C) brands and social media have emerged as the ideal mediums for providing consumers with a fantastic buying experience. These brands have redefined online shopping by eliminating intermediaries and selling their products and services directly to people. Consumers want a convenient, flawless, and authentic brand experience because the trend for online shopping is rising along with the changing consumer dynamics.
Influencer marketing has transformed social media marketing by allowing influencers to promote and spread awareness about a brand to a target audience. According to a report, the global influencer marketing channel will grow at a 32.0% CAGR from 6 billion dollars in 2020 to 24.1 billion dollars by the end of 2025.
Influencers are trendsetters with a massive social network promoting and building brand awareness. Their realm has expanded beyond the creation of content with time. Collaboration with influencers benefits brands tremendously because they help them grow their reach, increase revenue, and spread the word about the brand through tailored strategies.
Why are D2C Brands Turning to Shoppable Ads (in Influencer Marketing)?
Consumers no longer believe what brands tell them, and celebrity endorsements are declining.
In this scenario, brands are turning to shoppable advertisements. The ‘Shop Now’ button on Instagram and YouTube’s new ‘Shoppable Ads’ format have transformed social media into a point of sale. Shoppable technology eliminates the additional step of clicking an external link to a brand’s website to purchase a product. Viewers can directly add products to their shopping cart by clicking on them. Consumers can buy things on Instagram through its multiple formats, including stories, feed, Live, and IGTV. Indian brands are adjusting to the capability of social media. Social commerce has become inherent in Indian social media marketing and leveraged effectively.
Trusted Content is Driving Consumers’ Attention
Social media and video blogging have emerged as essential tools for boosting brand visibility, particularly among Millennials and Gen Z populace. Most Indian consumers have discovered new products and brands on social media platforms, especially YouTube. And a vast majority purchase products that influencers personally recommend. The influencer pyramid is headed by YouTubers, followed by celebrities, and lastly, content creators on Instagram.
Consumers prefer to buy influencer-recommended products rather than the brand itself. It stems mainly from a sense of trust. The most prominent influencers in India have spent years creating content and nurturing relationships with their audiences. Their capability to personalize a product and give it a real-life touch is unrivaled. This connection with an influencer helps consumers picture their purchase decision before checking out. In addition to fostering trust, influencers provide efficiency to the brands by integrating multiple products into a single shoppable ad. Brands can then ensure the effectiveness of their campaigns by introducing custom audience segments to identify followers and viewers who have recently searched for their goods or services.
Influencers leverage areas like live streaming and reels to provide customers with an engaging and interactive experience. AI and ML-enabled tools like Integrated Calibration and Application Tool (INCA) help eliminate human biases and make creator selection data-driven. With shoppable online ads, brands gain a clear view of their campaign’s performance and customer purchase behavior. This type of content increases brand awareness, giving brands a competitive advantage. It also plays a significant part in encouraging consumers to make that final purchase click. Shoppable ads and brand messages authentically delivered by trusted influencers keep consumers coming back for more.
Shoppable Ads are a Big Thing for Brands
Shoppable ads are evolving, and influencers may soon become sources for the next generation of shoppable ads. The shoppable ad experience allows influencers to recommend a product or service while informing consumers where and how to checkout without the need for additional clicks. As a result, brands can focus on their e-commerce and social commerce strategies from a larger perspective.
Since online shopping is available 24/7, the best reason for brands, particularly e-retailers, to employ shoppable ads is to simulate human-like interactions. Traditional ad layouts are one-way, but live streaming and chat formats allow for two-way communication with consumers. Brands that engage in consumer discussions can build genuine and profitable relationships to help them rise above their competitors.
Views expressed above are the author’s own.
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