Connect with us

INSTAGRAM

Brands use Facebook Shops as a showroom, but not as a conversion platform

Published

on

When Facebook Shops was introduced last May, it was meant to be a tool for small businesses to sell products directly inside Facebook. But some larger brands are benefiting as well, finding that the platform is a useful showroom for their wares that drives people to their own stores to complete purchases.

Facebook allows merchants to use several different payment options, including PayPal and Shopify’s Shop Pay, but it also allows Facebook Shops to link out to third-party websites. Using this capability, brands are using their Shop as a top-of-funnel tool, rather than a place to transact despite Facebook’s encouragement to transact within its own apps.

“Facebook and Instagram Shops are good platforms to represent your brand, almost like a calling card or a mood board,” said Carlos Jorge, director of e-commerce at Fivestory, which retails luxury brands such as Missoni and Oliver Peoples. “But as a conversion platform, not so much.”

Less than 10% of Fivestory sales are generated by Facebook Shops, but up to 20% of monthly site visits come from Facebook, Jorge said.

Marketing services firm Eyeful has several fast-growing fashion clients with Facebook Shops integrated with Shopify. While each of the brands claims triple-digit, year-over-year sales growth on their own sites, one credits only a maximum 1.4% of traffic to their sites from Facebook.

While none of them have seen sales from Facebook yet this year, Eyeful’s clients still see value in keeping their Shops open. “The integration doesn’t cost anything to set up or take down,” said Ryne Higgins, senior director of digital strategy at Eyeful Media. “It’s easy to leave that line in the water, just in case.”

See also  Instagram's VP of Product Provides Insight into its Hidden Like Count Test

Completing a purchase in a social media app is still fairly new for consumers. According to a June 2020 eMarketer survey conducted by Bizrate Insights, 18.3% of US adults had bought something through Facebook in the past year, compared with 11.1% for Instagram. But 70.4% of respondents said they had not made a purchase through any social media platform that month.

That hasn’t stopped platforms from rushing to add more shopping features they hope will drive the behavior. Like other social platforms, Facebook has been adding products meant to drive commerce on its site, from Marketplace to livestream shopping to product tags in Instagram Reels.

In a Clubhouse discussion on March 18, Mark Zuckerberg said there are over 1 million active Facebook Shops, and more than 250 million people actively interacting with Shops every month.

But even with on-platform commerce still nascent, integrating with Facebook is just another way of being where their customers are. And that is still an alluring proposition.

“We have a celebrity client who is interested in social selling through Facebook and Instagram,” said Chris Erwin, founder of RockWater, a media consultancy. The celebrity has a large licensing business, with active social channels. Social selling will put them closer to potential customers (and their data).

Higgins says that brands set up on Facebook because of the low barrier to entry. “Most brands think it can at least bring in low-hanging fruit, easy sales. And if it doesn’t work, they move on to other things.”

Read More

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

INSTAGRAM

5 apps for scheduling Instagram posts on iPhone and Android

Published

on

By

5-apps-for-scheduling-instagram-posts-on-iphone-and-android-–-mashable

Alright, we get it. You’re an Instagram Nostradamus.

You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).

You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.

While all of the iPhone apps below are free to download, they all have some in-app purchases.

1. Planoly

PLANOLY

We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.

Planoly is available for iOS on the Apple App Store and the Google Play store for Android.

2. Buffer

BufferCredit: buffer / app store

Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.

See also  Instagram Expands Hidden Likes Test to India, Around the World

Buffer is available for iOS on the Apple App Store and the Google Play store for Android.

3. Preview

PreviewCredit: preview / app store

Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.

Preview is available for iOS on the Apple App Store and the Google Play store for Android.

4. Content Office

Content OfficeCredit: content office / app store

An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.

Content Office is available for iOS on the Apple App Store.

5. Plann

PlannCredit: plann / apple store

You’ll never guess what “Plann” lets you do…

Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.

Plann is available for iOS on the Apple App Store and the Google Play store for Android.

Continue Reading

INSTAGRAM

Social networking websites launch features to encourage users to get boosters

Published

on

By

social-networking-websites-launch-features-to-encourage-users-to-get-boosters-|-evening-standard

Facebook Instagram and TikTok are launching new features to encourage people to get their coronavirus booster jabs.

From Friday, users will be able to update their profiles with frames or stickers to show that they have had their top-up jab or aim to when they become eligible.

It follows on from people previously being able to show they have had their first and second jabs on certain social networking websites and apps.

TikTok also held a “grab a jab” event in London earlier this year.

I urge everyone who is eligible – don’t delay, get your vaccine or top up jab today to protect yourself and your loved ones

More than 16 million booster vaccines have now been given across the UK.

People who are aged 40 and above and received their second dose of their vaccine at least six months ago are currently eligible to have their booster.

A new campaign advert is also being launched on Friday, which shows how Covid-19 can build up in enclosed spaces and how to prevent that from happening.

Vaccines minister Maggie Throup said:  “Getting your booster is one of the most important things you can do to protect yourself and your family this winter.

“It is fantastic to see some of the biggest household names further back the phenomenal vaccine rollout, allowing their users to proudly display that they have played their part in helping us build a wall of defence across the country.

“I urge everyone who is eligible – don’t delay, get your vaccine or top-up jab today to protect yourself and your loved ones.”

See also  Facebook Considered A Kids Social Network Once Before. But Parents Hated The Idea. - Forbes
Continue Reading

INSTAGRAM

How many hashtags should you use to get the most ‘Likes’ on Instagram?

Published

on

By

how-many-hashtags-should-you-use-to-get-the-most-‘likes’-on-instagram?-|-the-star
en flag
sv flag

Hashtags are a key feature of Instagram posts. In fact, they have become an essential means of ensuring more ‘Likes’ on social media – so long as you choose them wisely.

But how many hashtags should you use to maximise your popularity on the social network? The answer might surprise you.

It’s a question that many Instagram users ask themselves: what’s the right number of hashtags to add to a post? To find out, the Later platform analysed 18 million Instagram posts, excluding videos, Reels and Stories.

Interestingly, Later’s results differ from Instagram’s own recommendations. According to Later’s analysis, using more hashtags helps get better results in terms of “reach”, or the percentage of users exposed to the post. By using 20 hashtags, Later observed an optimal average reach rate of just under 36%. Using 30 hashtags gets the next-best reach rate. With five hashtags, reach hits just under 24%.

And while a post’s reach is important, engagement is even more so. From “Likes” and comments to shares and follows – on average, 30 hashtags appears to result in better engagement rates: “When it comes to average engagement rate, using 30 Instagram hashtags per feed post results in the most likes and comments,” says Later’s research.

Yet, at the end of September 2021, Instagram advised its creators to use between three and five hashtags for their posts, while warning them against using too many. The social network advised that using 10 to 20 hashtags per post “will not help you get additional distribution”.

For Later, there could be other reasons behind Instagram’s recommendations: “As Instagram continues to expand their discoverability and SEO tools, it makes sense that they want users to experiment with fewer, more relevant hashtags – this could help them accurately categorise and recommend your posts in suggested content streams, like the Instagram Reels feed or the updated hashtag search tabs,” the website explains. – AFP Relaxnews

See also  Instagram Like Counts Will Disappear for Some Users in the US Starting Next Week
Continue Reading

Trending