(Image Source: Retail Dive)
Social media is one of the best promotional channels for businesses due to the amount of reach. Youtube and many social media platforms have been testing different ways to incorporate shopping into their platform and content, especially during the pandemic as consumers were spending most of their time online at home.
Earlier this year, the biggest sharing video platform piloted the product detection feature which automatically generates a list of products that is related to the video’s content. Last April, the “products in this video” feature was also made available for users, allowing them to access product information. The recommended products will be shown at a designated spot in the video so that creators won’t have to put links in the description anymore.
Other social media platforms saw the opportunity amidst the pandemic outbreak and quickly launched shoppable content initiatives to increase traffic and attract partners, creators, and businesses to use their platforms for promoting products:
- Google introduced shoppable video ads and added a “Shop Now” button.
- Instagram rolled out “Shopping in Reels” shortly after the short video feature to compete with TikTok.
- Facebook collaborated with Anne Klein to conduct a four-part livestream shopping event last November.