Buyable ads are changing the way D2C brands market on social media
Direct-to-Consumers (D2C) brands and social media have become the ideal mediums to provide consumers with a fantastic shopping experience. These brands have redefined online shopping by cutting out the middleman and selling their products and services directly to individuals. Consumers want a convenient, seamless and authentic brand experience as the trend of online shopping increases alongside changing consumer dynamics.
Influencer marketing has transformed social media marketing by allowing influencers to promote and raise awareness of a brand to a target audience. According to a report, the global influencer marketing channel will grow at a CAGR of 32.0%, from $6 billion in 2020 to $24.1 billion by the end of 2025.
Influencers are trend setters with a massive social network promoting and building brand awareness. Their domain has expanded beyond content creation over time. Collaborating with influencers benefits brands immensely, as it helps them increase their reach, increase revenue, and build brand awareness through tailored strategies.
Why are D2C brands turning to buyable ads (in influencer marketing)?
Consumers no longer believe what brands tell them and celebrity endorsements are dwindling.
In this scenario, brands are turning to buyable ads. Instagram’s “Buy Now” button and YouTube’s new “Shoppable Ads” format have turned social media into a point of sale. Shoppable technology eliminates the extra step of clicking an external link to a brand’s website to purchase a product. Viewers can directly add products to their cart by clicking on them. Consumers can buy things on Instagram through its multiple formats, including Stories, Stream, Live, and IGTV. Indian brands are adapting to the capacity of social media. Social commerce has become inherent in Indian social media marketing and leveraged effectively.
Trusted content grabs consumer attention
Social media and vlogs have become essential tools to increase brand visibility, especially among millennials and gen Z. Most Indian consumers have discovered new products and brands on media platforms social media, especially YouTube. And a large majority buy products that influencers personally recommend. The influencer pyramid is led by YouTubers, followed by celebrities and finally content creators on Instagram.
Consumers prefer to buy products recommended by influencers rather than the brand itself. It stems primarily from a sense of trust. India’s hottest influencers have spent years creating content and nurturing relationships with their audiences. Their ability to personalize a product and give it a realistic touch is unmatched. This connection with an influencer helps consumers imagine their purchase decision before checking out. In addition to building trust, influencers bring efficiencies to brands by integrating multiple products into a single, buyable ad. Brands can then ensure the effectiveness of their campaigns by introducing custom audience segments to identify subscribers and viewers who have recently searched for their products or services.
Influencers leverage areas such as live streaming and reels to provide customers with an engaging and interactive experience. AI and ML-enabled tools, such as the Integrated Calibration and Application Tool (INCA), help eliminate human bias and ensure creator selection is data-driven. With buyable online ads, brands get a clear view of their campaign performance and customer buying behavior. This type of content increases brand awareness, giving brands a competitive edge. It also plays an important role in encouraging consumers to make that final purchase click. Buyable ads and brand messaging authentically delivered by trusted influencers keep consumers coming back for more.
Buyable ads are a big thing for brands
Buyable ads are evolving, and influencers may soon become sources for the next generation of buyable ads. The buyable ad experience allows influencers to recommend a product or service while informing consumers where and how to checkout without the need for additional clicks. As a result, brands can focus on their e-commerce and social commerce strategies from a broader perspective.
Since online shopping is available 24/7, the best reason for brands, especially online retailers, to use shoppable ads is to simulate human-like interactions. Traditional ad layouts are one-way, but live stream and chat formats allow for two-way communication with consumers. Brands that engage in conversations with consumers can build authentic and profitable relationships to help them stand out from their competition.
The opinions expressed above are those of the author.
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