Drive More Traffic and Sell More with Pinterest and Social Media

Develop a Q4 Sales Strategy for Your Business that Converts Your Audience into Loyal Consumers

Drive More Traffic | The integration of the social media shop has transformed the online shopping experience. Social media shops enable consumers to navigate feeds, explore new products, and complete purchases without leaving the platform. This consumer convenience is considered a driving force for a business’s Q4 retail sales goals and an exciting integration for brands, big or small.

In this article, we will explore how social shopping can drive more traffic and impact your business, which social media platforms might be best for you, and how you can leverage Pinterest and social media to grow your brand, increase website traffic, and boost Q4 sales to reach business goals.

What is Social Commerce and How Does it Drive More Traffic?

Social commerce integrates the functionality of e-commerce directly into social networks, allowing users to discover, research, and purchase within the platform. It blends social interaction with a seamless shopping experience and leverages the influence of social connections, user-generated content, and social engagement to drive more traffic and sales.  

Social shopping transforms the browsing experience into a more interactive, engaging, and community-driven process. Whether through a “Shop Now” button on Pinterest, Instagram’s shoppable posts, or TikTok’s integrated shopping features. These platforms are revolutionizing how consumers discover and purchase products, blending social interaction with the convenience of online shopping.

“Selling through social channels is the closest thing to being a fly on the wall in your customers, prospects, and competitors’ world.” – Jim Keenan | Drive More Traffic

Social Commerce Statistics:

• • Approximately 47% of Canadians have purchased through social media.
  • Facebook is the most commonly used platform by e-commerce retailers.
  • 52% of people who buy on social media say they have made impulse purchases when seeing an interesting item or service on their feed.
  • Globally, social commerce sales were estimated to reach $1.298 billion by the end of 2023.
  • The average spending on purchases made through social media is approximately $924 million per year.
  • Around 55% of e-commerce retailers in Canada actively sell on social media.
  • 95% of Canadian e-commerce retailers use Facebook; Instagram is the second most popular, with 69% of e-commerce businesses using the platform. Pinterest at 11%
    • SOURCE

The Difference Between Pinterest and Social Media Platforms

Pinterest is about discovery and inspiration and differs from social media in its primary purpose and user experience. Rather than emphasizing social interaction between users, Pinterest serves as a visual search engine where users “pin” and organize images, ideas, and content that inspires. Social Media platforms like Facebook, Instagram, and TikTok focus on fostering personal connections, conversations, and real-time content sharing. 

Additionally, Pinterest’s content is considered long-term and evergreen, compared to the fleeting, time-sensitive posts on other social platforms. This makes Pinterest more suited for users seeking curated ideas and resources rather than social engagement. When combined with a strategic social media approach, businesses can tap into a massive pool of potential customers, turning pins into sales. 

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Social Shopping Platforms: Which One is the Best to Drive More Traffic?

Choosing the best social shopping platform depends mainly on your business goals, target audience, and the type of products you offer. 

Pinterest: Shoppable PINS

Pinterest is an excellent choice for brands with visually appealing products. Its users often browse for inspiration and ideas, making them more open to discovering new items through Shoppable Pins.

Platform Statistics – Pinterest:

1. 1. Pinterest currently boasts more than 450 million monthly active users: 55% of people use Pinterest to shop and buy.
   2. 89% of U.S. pinners use Pinterest for inspiration in their path to purchase.
   3. 98% of the users have tried something they found on Pinterest. (SOURCE)

Instagram Shops

The Instagram platform is ideal for businesses targeting younger audiences. Instagram Shops integrates a visual-first approach, which allows users to shop directly from posts, stories, and ads. 

Platform Statistics – Instagram:

1. 1. Reports show that Instagram has 2 billion monthly active users.
   2. 70% of shoppers look to the platform for their next purchase.
   3. 62.7% of Instagram users follow or research brands and products on the platform. (SOURCE)

Facebook Shops

Facebook also provides a robust marketplace for a broader audience with built-in shop functionality and easy-to-use checkout. 

Platform Statistics – Facebook:

1. 1. 37% of Facebook users will purchase on the platform
   2. 19% of U.S. consumers start their shopping search on Facebook
   3. Facebook is the leading platform for social commerce – 63.5 million people made at least one purchase via Facebook. (SOURCE)

TikTok Shops

Known for its viral content, TikTok is perfect for brands looking to engage Gen Z. TikTok offers a fast-growing shopping ecosystem where short, engaging videos can quickly drive purchases. 

Platform Statistics – TikTok:

1. 1. More than 55 million TikTok users in the US have shopped on the platform.
   2. 37% of TikTok users are in the top third of spenders on social platforms.
   3. More than 70% of TikTok users buy something they stumbled across in their feeds. (SOURCE)

Pinterest, Facebook, Instagram, and TikTok offer unique shopping experiences, and the best sales strategy often involves a mix of these platforms. The best approach promotes your business’s products in alignment with the audience’s preferences and behaviours.

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How to Drive More Traffic With Shoppable Posts

Shoppable posts are a powerful tool for driving traffic to your online store, thus turning your business’s social media content into direct purchase opportunities. Well-crafted shoppable content can boost engagement, increase click-through rates, and help drive more traffic to your store. To maximize the content’s effectiveness, brands must create visually appealing and engaging posts that align with their audience’s interests. 

Best Practices to Drive More Traffic with Shoppable Post Creation:

1. 1. Highlight the product’s benefits, uses, or features in a way that resonates with your audience
   2. Use relevant hashtags, keywords, and descriptions to increase visibility and recommendations
   3. Incorporate a clear call-to-action, such as “Tap to Shop” or “Shop the Look,” to encourage users to explore and buy products featured in your posts.
   4. Consistently post shoppable content that ties into trends, seasonal campaigns, and user-generated content.

How to Convert Followers into Consumers with Shoppable Posts

Converting followers into consumers through shoppable posts requires a strategic blend of authenticity, engagement, and a seamless shopping experience. Additionally, utilizing analytics to understand which products resonate most with followers can help refine strategies and boost conversion rates.

Best Practices to Drive More Traffic for Audience Conversion:

1. 1. Build trust with your followers and consistently schedule relatable, high-quality content that showcases the business’s products in action.
   2. Use lifestyle photos and videos, user-generated content, or influencer collaborations to help promote your brand’s offerings.
   3. Ensure each shoppable post is visually appealing and easy to navigate. Include clear, compelling calls to action, like “Shop Now” or “Swipe Up to Buy,” and take advantage of limited-time offers or discounts to create urgency. 
   4. Highlight your product’s value and what it offers to the audience’s daily lives.

By consistently engaging with your followers through comments, direct messages, and interactive features like polls, businesses can nurture relationships that lead to conversions. Shoppable posts keep the shopping process simple and intuitive. They remove barriers between discovery and purchase so followers can easily move from browsing to buying.

Dufferin Media Can Help Your Business with Shoppable Posts That Drive More Traffic

Dufferin Media views shoppable social media posts as essential to a business’s digital marketing strategy and to drive more traffic. Shoppable posts allow businesses to remain competitive in e-commerce and offer consumers a convenient shopping solution. Shoppable posts enhance engagement and transpose perfectly into today’s fast-paced, mobile-first consumer behaviour. Businesses that leverage this integrated e-commerce tool can boost their visibility, foster deeper connections with their audience, and drive more retail revenue for Q4.

With a deep understanding of industry trends and consumer behaviour, Dufferin Media can help your business craft a shoppable post strategy, transforming your social media marketing goals and objectives into a profitable strategy for Q4. 

We will craft a digital marketing strategy tailored to your business needs and target audience preferences. By leveraging SEO, social media, and website design, we can boost your brand’s visibility, drive sales, and foster customer loyalty.

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