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Why social ads remain imperative for eCommerce success

With the dramatic increase in eCommerce revenue during COVID-19, paid social ads will continue to be the way of the future with eCommerce brands.

Phyllis Rush
Phyllis Rush

Nov 15, 2023

Why social ads remain imperative for eCommerce success


Social media platforms like Facebook, Instagram, Twitter, and LinkedIn have become an inseparable part of our daily existence. They provide access to billions of users worldwide, making them a treasure trove for eCommerce companies seeking to connect with potential customers. 

The eCommerce boom during the COVID-19 pandemic essentially reshaped the eCommerce landscape, with people not leaving their homes and turning to online shopping in almost every vertical. As a result, social ads became an even more valuable tool for driving growth in the eCommerce space. 

As eCommerce continues to grow and change, we will see social ads remain at the forefront of savvy eCommerce marketing strategies. In this new era of online shopping, social ads are the secret sauce for success for eCommerce businesses, propelling them into new heights of growth and profitability.

Unrivaled Reach and Targeting

Social media platforms provide eCommerce companies with access to vast audiences that can be specifically targeted based on demographics, interests, behaviors, and more. This laser-focused targeting ensures that your ads reach the crème de la crème of potential customers, maximizing your return on investment.

For example, if you're selling premium athletic wear, you can target users who follow fitness influencers, live an active lifestyle, and have a history of purchasing sports-related products. This level of granularity is hard to achieve through other advertising channels.

Immersive Visual Content

In the world of eCommerce, visuals matter—a lot. Social media platforms are designed to be visually engaging, making them the perfect canvas for showcasing your products. High-quality images, videos, and interactive content can captivate users and compel them to explore your offerings further.

Take Instagram, for instance. The platform's visually appealing format is a haven for eCommerce brands to display their products in an aspirational and aesthetic manner. With the right strategy, you can turn casual scrollers into loyal customers.

Building Brand Awareness

Nike social media brand awareness

Establishing a strong brand presence is crucial for eCommerce success. Social ads allow you to not only promote your products but also build brand awareness and loyalty. Through consistent messaging, storytelling, and engagement with your audience, you can create a brand identity that resonates with consumers.

Consider how brands like Nike use Facebook and other social media platforms to foster a sense of community and identity among their customers. They don't just sell products; they sell a lifestyle and a vision. By harnessing the power of social ads, eCommerce companies can do the same.

Seamless Shopping Experiences

Many social media platforms are integrating eCommerce features directly into their platforms. Instagram's Shopping feature, for instance, allows users to explore and purchase products without leaving the app. This seamless shopping experience reduces friction for potential customers, increasing the likelihood of conversion.

By leveraging these native eCommerce features, you can streamline the path from discovery to purchase, making it easier for users to buy your products.

Remarketing and Conversion Optimization

Retargeting paid social ads

Not every user who encounters your products will make a purchase on their first visit. This is where social ads excel. Through remarketing campaigns, you can retarget users who have previously interacted with your website or app but didn't convert.

For example, if a user added a product to their cart but abandoned it, you can show them an ad reminding them of the item they left behind. Remarketing campaigns are powerful tools for converting window shoppers into paying customers.

Real-Time Engagement

Social media platforms are hubs of real-time interaction. Users engage with content, comment, like, and share their thoughts instantly. eCommerce companies can leverage this immediacy to engage with their audience in real-time.

For instance, responding to customer inquiries, providing quick assistance, and addressing concerns promptly can enhance the customer experience and build trust. Social ads can be a gateway to initiating these meaningful interactions.

Data-Driven Insights

The data collected from social media platforms are a treasure trove of insights for eCommerce companies. You can gather valuable information about user behavior, preferences, and engagement patterns. This data can inform your marketing strategies, product offerings, and overall business decisions.

By analyzing metrics such as click-through rates, conversion rates, and customer demographics, you can refine your social ad campaigns to continually improve performance and stay ahead of the competition.

Mobile Optimization

Paid Social ads are used on mobile devices

99% of social media users access social networks using a mobile device. Social ads are perfectly suited to capture this mobile audience. Mobile-optimized ads ensure that your eCommerce offerings are presented in a user-friendly and visually appealing way on smaller screens.

More and more, eCommerce companies are tailoring their advertising strategies to this mobile-first landscape.

Adapting to Changing Consumer Behaviors

Changing consumer shopping behaviors

Consumer behaviors are constantly evolving, and eCommerce companies must adapt accordingly. Social media platforms are agile and allow for quick adjustments to your advertising strategy. Whether it's responding to trending topics or capitalizing on seasonal trends, social ads give you the flexibility to stay relevant. Here are a few examples of adapting to changing consumer behaviors:

  • Omnichannel approaches: eCommerce companies are integrating social commerce into their websites, allowing customers to shop seamlessly within social media platforms.
  • Live shopping: live streaming and shippable videos on platforms like Facebook Live and Instagram Live are becoming increasingly popular and successful for eCommerce companies.
  • Augmented Reality (AR): AR tools are now being used for a variety of actions, such as trying on clothing or accessories. These tools enhance the shopping experience, and we will continue seeing more of these enhanced shopping tools in the near future.

In the ever-evolving world of eCommerce, the use of social ads is not just a choice but a digital imperative. They offer unparalleled reach, precision targeting, cost-effectiveness, and a plethora of tools to build brand awareness, engage with customers, and drive conversions.

To remain competitive in the digital marketplace, eCommerce companies must harness the power of social advertising. It's not merely an option; it's a strategic necessity in the eCommerce revolution. Embrace social ads, and watch your eCommerce business thrive in the digital age.

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Phyllis Rush

Phyllis possesses 25+ years of experience in marketing and sales. As Finch's Senior Content Manager, she works tirelessly to ensure that we operate like a publisher, producing content that educates, informs, and entertains our marketplace.

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