Social buy buttons: fleeting trend or here to stay?
If instant gratification is the goal, social media is the place to get it. For retail brands, social channels are a great place to promote products and capitalise on the “I want it now” mentality, so why not give consumers the opportunity to make a purchase what they covet right then and there?
Social buy buttons have become more popular over recent years as retail brands figure out creative ways to monetise their social media presence and remain competitive in the crowded digital space. This social commerce, or s-commerce for short, is being explored by platforms including Facebook, YouTube, Twitter, and Instagram, with each space working to come up with methods for turning likes into dollars.
Although media excitement over s-commerce is at an all-time high, many brands have been hesitant to jump on the buy button bandwagon. The multi-touch, multi-device consumer already has numerous payment methods at their fingertips with options like Apple Pay, Google Wallet, and more eliminating the hassle of entering a credit card number before purchasing their must-haves.
At DAC, we know that connecting with the right consumer at the right time is essential to driving greater performance. For national retail brands with local footprints, meeting consumers in their preferred space can provide big opportunities. If that space allows for direct conversions, saving time and effort for both brand and consumer—why pass it up?