When shoppers were pushed online by the global health crisis, the shops themselves had to follow. Social media apps then accelerated e-commerce products and shoppable ads to entice SMEs and direct response marketers. The Drum talks to TikTok, Facebook, Snap, Pinterest and Twitch about their unique attempts to rebuild our retailers and grow a new segment of ad spend.
Almost a quarter (23%) of UK shoppers now use social media to discover and buy new products. And increasingly, they are happy buying products from trusted influencers and brands on their favourite social channels.
Meanwhile, another trend emerges. Marketers and retailers want immediate incomes from their budgets. Twitter wants to generate half of its ad revenue from direct response ads, and it’s not alone. And as social brings shops to users rather than users to shops, we’re seeing a shift in how retailers – big and small – are deploying their marketing budgets.
Find out how social media giants are capitalizing on these trends. Read more in The Drum here.