How often have you seen your favorite content creator talking about a product on social media that you have purchased?
Sure, it's been at least once!
And if you're nodding in agreement, know it's not just you.
Influencer marketing by brands is on the rise, and brands have been using it rigorously to reach their target audience. As Statista mentions, the global influencer marketing market value in 2023 is estimated at 21.1 billion U.S. dollars, three times what it was in 2019.
But the question is, are brands really making the most of their influencer marketing efforts? The answer is no.
While influencer marketing campaigns do get their brands more reach and visibility, the content is designed to take the interested shopper from their content to the brand's website.
But sadly, most of the time, the traffic from social media is known to bounce.
In fact, our research found that 76% of online shoppers from social media bounce 50% or more of the time from brand sites. According to industry benchmarks, social media has the second-highest bounce rate, only slightly behind display advertising.
Why do shoppers from influencer’s social content or campaigns bounce?
Our study found that only 3% of shoppers say they don't bounce when they land on the brand's site from social media. When we probed further, we found the top three reasons for bouncing off:
- 55% mentioned that they couldn't find the product or the product looked different on the brand site
- 37% mentioned the product was too expensive
- 31% mentioned that the product was out of stock
The disconnected shopper experience between social media and the brand causes frustration for the customer and revenue loss for the brand.
Recommended read: Why social media bounce rate does more harm than good
How can brands get more out of their influencer content?
Looking at the statistics above don’t assume that brands need to settle for less. They can still benefit from influencer marketing by going a few steps extra. Here are a few ideas to consider:
1. Create Social Campaign Stores
You can drive higher conversion by co-branding each landing page for your influencers and affiliates.
For example, using SimplicityDX, every influencer content - image or video, can have their own customized Social Campaign Store generated for them. The Campaign Store is designed to identify all the elements in the content created by influencers, using AI to pull the relevant products onto the page - blending social media and eCommerce seamlessly.
This strategy has helped brands like ModCloth make the most of their influencer content in social media campaigns, reducing their bounce rate by almost 17%. Read more about it here.
2. Create a visual connection
The brain remembers what it sees because pictures are more perceptual than words. As we mentioned earlier in our survey, we found that 55% of visitors bounce off as they couldn't find the product or the product looked different on the brand site.
Thus, it's very important that you create a visual connection so that whatever the visitor sees on social media is the same as on the brand site. This will help to create a bridge between the brand and the social.
If an image contains multiple products, consider deconstructing it and provide navigational cues to other product features in the original campaign using the same product part. Remember to design and optimize all your images for mobile, as 85% of traffic bounces off if not optimized for mobile.
3. Make it easy to find products
One of the mistakes many marketers make is that they often unknowingly make it difficult for consumers to find and buy advertised products. For example, you may have seen a pair of jeans that the influencer might have shown in a lifestyle kind of content where they might have paired it up with a nice tee or a top.
While it grabs the attention of the buyer, the problem arises when the customer lands on your website looking for the same top or tee. So, the best way to deal with this is to equip your influencer content with an AI Social Campaign Store that is able to pull in the products that are related to or match the ones shown in the content.
This helps you improve your product discovery as well, leading to more opportunities for you to sell to an online shopper.
4. Look for multiple intents
While traditionally, marketers have believed that removing clutters and focusing on a single consumer intent can reduce distractions and improve conversions, the scenario is a bit different for social media.
Most of the time, consumers are discovering brands on social media for the first time. Many consumers clicking through the product ad are right at the beginning of their journey.
Data shows that only 1% of the consumers who are clicking for the first time convert. But then, what happens to the remaining 99%?
So, marketers need to design a plan where a consumer ready to convert can buy the desired product with a single “add to cart” button, but the ones who still want to explore can do so easily.
The key to achieving this is that marketers need to focus on multiple intents the customer may have rather than focusing on only one product that they want to promote. That means a visitor can still explore different products, navigate to related content, and buy all the products that they saw the influencer using while promoting a product.
5. Leave no dead end
Create appropriate hooks to help the visitor navigate forward to something relevant of their interest. So, each time they click, they should see some content that would tease their intent which can be brand content, product content, or social content.
But ensure your visitors are not lost among the clicks. There should be a way to circle back to where they started from. Offer navigation to the brand social page too.
A simple landing page is not enough but you need a complete storefront of blended social content along with a campaign focused landing page that caters to multiple intents. This is where SimplicityDX can help create such campaign store for better customer acquisition.
SimplicityDX makes any influencer-generated content on any channel shoppable in minutes. It makes it super easy for consumers to find the right product that inspires them. SimplicityDX's AI-powered storefronts for social commerce help brands streamline their customer acquisition process and drive campaign revenue from influencer-generated content on social media by creating multichannel and campaign-specific ecommerce stores in minutes.
SimplicityDX ensures real-time integration with products. If an influencer puts up an unboxing video and the brand pulls that on its feed, the edge storefront can synchronize it to the products on the site and show it on the Storefront page in minutes.
This can dramatically reduce your customer acquisition cost and boost ROAS. Using the same strategy, ModCloth has reduced its bounce rate by 17% and the overall customer acquisition costs by almost 50%.
The AI-powered social storefronts are able to create a shoppable store for every campaign content in real-time, giving consumers the ability to browse through all the items of their interest in the campaign - all without leaving the social platform. The increased engagement on the custom store resulted in keeping consumer attention hooked for longer, leading to a reduced need to 'come back to the site later.'
Want to know more about how you can make the most of influencer marketing using social storefronts?
Book a demo of SimplicityDX to learn more.