When Taylor Swift officially joined TikTok last week, practically every corner of the internet took notice. Her first video, recapping recent album releases, reached over 14 million views and launched a viral trend of people recreating it.
Perhaps most noteworthy, though, is that a $218 Reformation dress that Swift wears for approximately two seconds in the video almost instantly sold out — which is one reason why Keith Nealon, CEO of Bazaarvoice, says social commerce should be a priority in brands’ eCommerce strategies. “A strong social commerce presence is no longer a ‘nice to have’ — now it’s a necessity,” he told PYMNTS.
Once a social commerce strategy is in place, Nealon said, brands also need to make sure the social shopping abilities are as simple as possible. “Consumers like social commerce because of its ease of use and how quickly they can go from discovering a product to purchasing it,” he noted.
And while celebrity influencers and social media stars are important in promoting products (Bazaarvoice research found that 31 percent of U.S. consumers mostly follow celebrity influencers), the more important influencers for brands to work with are the everyday social media users.
Authentic Unofficial Ambassadors
Two in five consumers say that friends, family, peers and wider networks are now among the most trusted sources for authentic content, and 56 percent of consumers say that the everyday social media user has become the preferred influencer to follow.
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Read Full Story: https://www.pymnts.com/news/retail/2021/micro-influencer-work-horse-of-social-commerce/
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