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eCommerce and Marketplaces

What You Should Know About Snapchat Brand Profiles

By eCommerce and Marketplaces, Social Media, Uncategorized No Comments

Public profiles for Businesses on Snapchat are now available for non-verified accounts. This is the perfect place for businesses to create and share their organic content.

What are Brand Profiles?

Brand Profiles offer a permanent home to companies on Snapchat and give businesses the ability to display and showcase all their unique engagements in one place. This includes created AR Lenses, native commerce stores, and content highlights. Think of Brand Profiles as your own website and storefront inside the Snapchat app.

Snapchat launched public profiles in mid-2020, but until recently, only verified creators could access this feature. Now, all Snapchatters can create public profiles and leverage the many promotional opportunities they offer.

Essentially, a public profile is your business’s home on Snapchat. Snapchatters can find it through search, on the Discovery tab, via lenses, or through a paid ad. They can also access it directly from a snapcode or shareable URL.

Why this is important:

Snapchat is a great social media platform where brands can share stories, publish AR lenses, share highlights with your public snaps & stories permanently (like with Instagram’s similar highlight features.) Once your profile is public, it become discoverable via Snapchat search.

Businesses can link their eCommerce store to their public profile and Snapchatters will see your Shopify store when visiting your profile, making it seamless for them to navigate around the shopping experience. Public profile also allows Snapchat users to share your profile with their peers.

If you need assistance in setting up your Business profile on Snapchat, please contact us. Our social media experts will be happy to assist you.

keyboard shopping button

The Key Factors Influencing Online Purchases

By eCommerce and Marketplaces, Insights & News, Social Commerce, Social Media No Comments

Facebook published a new report, using research derived from Hong Kong and Taiwan, that shows how digital media has reshaped the modern shopping process.

Among other trends, the report found that convenience continues to be the #1 purchase driver, underscoring the need for hyper-seamless checkout.

While the downside of online shopping is the lack of tangibility (which formats like live shopping and AR aim to address), the upside is the ability to compare prices and options, something that may be associated with declining brand loyalty.

The report explains that brand loyalty as we used to know it is under threat. According to Nielsen’s Global Consumer Loyalty study, only 8% of consumers consider themselves committed loyalist to their favorite brands. With the variety of choices presented in consumers’ lives today, coupled with rising spending powers relative to product costs, brand switching becomes effortless and less risky.

Why is this important? 

While the report is based on data from the APAC region, the findings have worldwide implications. Boosted by the pandemic, more consumers than ever are shopping online, and “have high expectations [that they] are not willing to lower when online shopping.”

Acronym’s EVP, International GM, Farah Sadiq explains:

“According to an Epsilon study, 80% of consumers are more likely to make a purchase when brands offer personalized service. Personalization in a messenger environment isn’t new to Facebook (the Facebook messenger bot has been around since 2018).

The key to success is for brands to build out a conversational eCommerce strategy that places prospects in a low pressure environment where they are comfortable sharing their budget and preferences and receptive to product recommendations in a highly visual (image or video based), engaging and personalized manner. In other words, access to your very own personal shopper at your finger tips.” 

What is the impact on brands?

Acronym’s VP of Asia Operations, Pearlyn Kua takes it a step further when it comes to the opportunities this report presents for brands.

“The disruption caused by the pandemic has evolved consumers’ buying behaviour due to shops being closed as the city goes into lockdown. Consumers’ usual go to products / brands may often become unavailable. This presents opportunity for businesses to capitalise as consumers establish new brand loyalties and patterns of purchasing behaviour.

In Asia, we have seen businesses revised their business models to remain agile through removing cumbersome processes & increased communication across teams. This allows them to continue business while remaining competitive and operational under stringent measures.”

Shopping of all types, not just physical products, is subject to rising consumer expectations.

While companies that sell consumer goods need to use creative new tools to help online shoppers get a sense for how products look and feel, companies selling services also need to up their game in providing engaging shopping experiences.

A fuss-free checkout process is equally important for every brand selling online.

In fact, the average shopping cart abandonment rate is 70%. But, it doesn’t have to be that high if brands pay attention to the customer’s experience and initial intent. Acronym’s Director of Paid Social Media, Gellena Lukats explains:

“We have found our dynamic product ads on Facebook drive some of the most efficient ROAS and revenue. Tapping into the audience that shows intent helps scale our campaigns and drive performance.”

In fact, the study goes on to show that continued engagement with consumers keeps them loyal. Per the study, an overwhelming majority of Hong Kong and Taiwan shoppers want brands to stay in touch with them and have indicated an interest to receive brand communications from brands.

We recommend optimizing your brand’s online shopping experience, including experimenting with new creative formats, like live-stream shopping, brand stores, or shoppable posts.

If you’d like more information, including a deep-dive competitive and customer analysis of these purchase opportunities for your brand, contact us today.