Here are two trends that I think all Social Edge members need to know about right now:
Below, I’ve broken down each and have listed some ideas on how retailers can use these tools. I’d love to know if you’re using these and how its going!
Live video streaming is a HUGE trend in the online marketing space. With apps like Periscope, Meerkat (which seems to be dying) and Facebook Live, now more than ever it’s easier to connect with customers. If you’re going to focus on any of the video streaming apps, I’d focus on Facebook Live and here’s a quick overview:
- When you go live, your subscribed fans are sent notifications.
- The Live video appears in your fans news feeds (and gets great organic reach).
- The Live event will be published on your timeline so people can watch later.
- Owner of the verified Page can see how many people are viewing the event.
- Learn how to verify your page from this checklist in Social Edge.
- Emojis are an instant gauge of audiences feelings and emotions – a nice engagement tool.
With nearly 50% of Facebook visitors actively looking for products, majority discovering new products in their News Feed, pages and groups (according to Facebook), video can make it even easier for your products to be found and viewed. Here are some ideas for retailers using Facebook Live:
- Show new items you JUST got in.
- Give tips on how to use items like a tutorial on playing an instrument for music stores, how to hang art in your hallway for home décor stores, or make-up tutorials for a cosmetics store.
- How to pair items together like accessories, clothing, patio set up, tablescapes, bath products for dogs, must-have items for babies, etc.
- Gift ideas for holidays or birthdays.
- Film before an event inviting people to join and during the event to show live music, face painting, raffle drawings silent auction items, etc.
In summary: You cannot ignore video. Facebook’s making it extremely easy to live stream and record, I strongly recommend you embrace this tool.
This mobile app allows users to send and receive “self-destructing” photos and videos. Photos and video taken with the app are called Snaps. Snapchat uses the device’s camera to capture Snaps and Wi-fi technology to send them. The app allows the sender to draw or insert text on the Snap and determine how many seconds (1-10) the recipient can view it before the file disappears from the recipient’s device. Messages can only be viewed once — and during the viewing period, the recipient must maintain contact with the device’s touchscreen or the Snap disappears.
Stories are newer to Snapchat and are compilations of Snaps that a friend has posted to their Story over the last 24 hours, and can be 10 seconds in length or less. Snapchat is known for its younger audience, however it is getting older. Here are some ideas for retailers using Snapchat:
- In-store only coupons. Because Snaps disappear, you can encourage views to take a screenshot of the offer and come to the store before the expiring date.
- You can also encourage views to come in the store, open the Snap at the register to redeem their special, surprise offer. Great way to drive foot traffic!
- Build anticipation for new items. Show unboxing, new in-store arrivals or items you just ordered that people can pre-order or reserve.
- Share with friends. Ask users to share a pic of themselves in your store, Snap it to you and at least one other friend, for a snap back featuring a coupon for the next visit (remind them to take a screenshot of the offer because it will disappear).
- Let us know if you have any questions by asking on the private Social Edge Facebook Group.
- Share special moments from in-store events – exclusive to Snapchat users.