Brands pinning & tweeting to social commerce success

Published on
by Brafton Editorial
Which social networks deliver results? Data shows companies thrive with a mix of text and visual content to drive cross-platform conversions.

Does social media content generate conversions? According to a Business Insider report, the answer is yes. In fact, the findings suggest a cross-network strategy is best, as sales are coming from proven channels like Facebook as well as heavy-hitting new(er) networks, including Pinterest.

During Q2 2013, Pinterest was the source of approximately 25 percent of all social-generated ecommerce sales, according to the report. Pinterest ROI closely followed social giant Facebook, with which garnered around 30 percent of all web-based social transactions, and roughly tied Twitter. Pinterest’s gain represents a major shift from previous reports, when the social pinboard site generated just 2 percent of all social commerce sales.

The internet marketing landscape is changing and social networks are maturing into revenue-generating channels. Some networks have actively pursued paths that make their sites more commercially appealing. Pinterest, for example, recently announced it will now send members emails when vendors reduce the price of products they’ve pinned. Twitter has introduced Product Cards that make it easy for consumers to research and purchase products directly through the site. The onus is on marketers to take advantage of these opportunities with comprehensive campaigns.

In the era of social marketing 2.0, brands cannot pursue one or two sites and expect to drive impressive results, Brafton reported. Content ROI demands a strategy on multiple social networks that serve unique purposes and reach target audiences with fresh digital content. Nearly one-fifth of brands have already realized this as 18 percent of marketers are active on seven networks that can deliver text- and picture-based collateral that nurtures leads to the point of conversion.

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