Redefining Retail: Social Media as the Modern Storefront part 2
Social media and their AI-powered algorithms are now the gatekeepers and the tastemakers of what products go viral. They’ve been able to anticipate consumers’ wants, even before they know it, through the content users watch and the topics they search to deliver personalized product recommendations.
The ability of these AI-influenced platforms to serve social media users with product education, information, and reviews in the way they want is why they’ve been unbelievably successful at driving sales on and off the platforms. Brands may not control what products go viral, but refining their content and social strategies can significantly boost the chances of consumers clicking buy on their products.
UGC Is The New Word of Mouth
The most influential marketing messages are those that come directly from consumers. While brand-created content is important, it's user-generated content (UGC) that truly builds credibility and trust. Genuine social proof, such as customer reviews, unboxing videos, and product photos, plays a pivotal role in driving purchase decisions. Qulture has also seen that UGC tends to drive higher engagement rates than branded content. By featuring a diverse range of customers in terms of skin tones, body shapes, and ages, brands can ensure that potential buyers connect with their products in a real and relatable way, fostering trust and confidence.
Optimize Content for Social Search
As young consumers turn to social media over Google for searches, brands need to fine-tune their content for social search for branded content like product education, influencer partnerships, and UGC to be more likely to be amplified by AI-driven algorithms. Craft a content strategy that taps into topics, hashtags, and trending mentions to increase the chances of reaching the right audience. Integrating SEO practices tailored to social platforms can significantly boost discoverability.
Community Management Supercharges Customer Service
Brands can enhance their visibility and voice by engaging with consumers beyond their own platforms. Effective community management on popular channels can transform social profiles into vibrant communities that not only foster brand loyalty and advocacy but also provide valuable insights into consumer preferences, concerns, and untapped opportunities. This extended form of customer service is a testament to the brand's commitment to its community, making consumers feel valued and appreciated.
In Part 1 of this series, we discussed the exponential growth of social commerce with Gen Z and Millennial consumers leading the way.
Qulture in the News
In an ingenious case of brand reinvention, a classic water bottle company has transformed its product into a coveted athleisure fashion accessory.
“The genius of Stanley Cup was its colorway that could be carefully accessorized to meet the athleisure trend that has been strong since the pandemic,” says Quynh Mai, founder of Qulture, a New York-based digital marketing agency that tracks social media trends. “The 110-year-old brand name gave it legitimacy and legacy, but it was its colors and limited-edition drops that made it a fashion accessory.”
“The Stanley Cup is one of the few products that trended with moms and then trickled down to their daughters and younger generations, in particular their Gen Alpha daughters.”
By fusing function with athleisure fashion through smart design and scarcity marketing, the brand expanded its reach far beyond its traditional base. This case study exemplifies how an everyday product capitalized on cultural trends for reinvention
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