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Retail
E-COMMERCE
Social-marketers, instagram and tik tok expand their market By Matteo Melani The two most popular social media networks for young people (after Facebook) have opened their platforms to companies that want to advertise and sell their products. This represents a natural evolution of online sales of new content in step with the times. Social media networks have become a key element in any serious digital sales strategy. Given its strong growth and importance, in recent years social media outlets have created their own marketplaces to allow buyers to advertise their products through content creators such as influencers, photographers and video creators. In fact, making use of well-known faces on the web makes it possible to reach an exact target audience, whatever the product being sold. Social networks work with algorithms that show users personalized posts based on interests, time spent online and interactions. Today, the most popular social marketplace is Instagram Shop, the sales platform of the popular photo
social network, which is also the creator of Tik Tok, the global platform for smallformat mobile videos. According to a recent study, around 90% of people who have a profile on Instagram follow specific companies with 130 million monthly users discovering product tags in the post, with a purchase option. There are around 160 million companies worldwide that already use the Facebook – Whatsapp - Instagram ecosystem. Even Tik Tok, the Chinese social network, has more than 33 million active users, with a growth of 2.8% compared to 32.07 million in December 2019. It is a very fertile land of opportunities to quickly reach potential customers and which are destined to grow in the near future.
INSTAGRAM SHOP: ONLINE SALES IN ONE CLICK Until a few years ago advertising on social networks was limited to ads or fanpages, but with the explosion of Instagram, pictures and stories have become an integral part of the sales strategy. Among the social platforms, Instagram is the one that lends itself most to digital marketing. In fact, in addition to recording strong growth both for
