Best Strategies for Social Retail and Social Commerce in BFCM 2024

This BFCM season, social commerce and social retail are predicted to become a dominant trend when 65% turn to social media platforms for shopping information. Social media is now not just a platform for engagement but a crucial sales channel driving significant revenue for brands.

In this blog, we’ll explore why social commerce and social retail are pivotal for BFCM 2024, and how brands can optimize their social marketing strategies to capitalize on this trend. From innovative examples to actionable strategies, get ready to enhance your social marketing approach and boost your sales this holiday season!

Social Retail vs Social Commerce

Although the terms "social retail" and "social commerce" are often used interchangeably, they actually refer to distinct concepts in the realm of digital marketing.

What is social retail?

Social retail refers to the use of social media platforms to engage customers, promote products, and drive sales. It's about creating a presence on social media that encourages customers to visit your online store.

For example, ColourPop Cosmetics uses Instagram to promote their new products, share engaging content, and direct followers to their website where they can make purchases.

What is social commerce?

Social commerce, on the other hand, refers to the process of selling products and services directly through social media platforms. Instead of directing customers to an external website, social commerce allows consumers to make purchases directly within the social media app.

One of the most famous social commerce examples is Maybelline’s use of TikTok. They publish shoppable videos that allow viewers to browse and buy products seamlessly within the app.

Social Retail vs Social Commerce

Here are some main differences between social retail and social commerce:

Best BFCM Social Marketing Strategies for Social Commerce

Leverage Shoppable Posts and Videos

Using shoppable posts and videos is a game-changing social commerce strategy, with studies showing that shoppable videos can boost conversion rates by up to 70%. Here’s how you can maximize this strategy during BFCM 2024:

How-to tips

• Choose the right platforms: Start by identifying the social media platforms that support shoppable content, such as Instagram, Facebook, and TikTok. Your platform choice should also align with your target audience’s preferences. This guideline can help you choose the suitable ones.

• Create high-quality and engaging content: Invest in creating visually appealing content that captures attention and showcases the best of your products. Consider showcasing how-to guides, styling tips, or unboxing experiences. Professional photography and creative video can make a significant difference in highlighting the features and benefits of your products. Additionally, utilizing AI photography can speed up the process, allowing you to produce stunning images quickly and efficiently.
• Product tagging: Make your content shoppable by using product tagging features on platforms like Instagram and Facebook. Ensure that each tag is correctly linked to the corresponding product page, making it easy for customers to make a purchase. If your post features multiple items, include tags for each product to enhance the shopping experience.
  🎁 Expert Tip: You can embed a shoppable Instagram gallery on your online store to improve customers’ shopping experiences and grow sales for your store. Create one with Tagshop, a leading shoppable UGC and Instagram platform for Shopify brands. Get 20% OFF on Tagshop now!
• Highlight special offers and promotions: Create urgency by spotlighting exclusive BFCM deals in your shoppable posts. Use persuasive language and compelling visuals that convey a sense of urgency, such as "Limited Time Offer", "Only While Supplies Last", or by incorporating countdown timers. These tactics encourage customers to take quick action, boosting the likelihood of conversions during the high-traffic BFCM period.

Social commerce examples

H&M effectively leverage this social commerce strategy to allow customers to shop directly from images and videos on Instagram. By tagging products in their posts, H&M makes it seamless for followers to explore and purchase items directly within the app.

This strategy not only enhances the shopping experience but also drives sales by reducing the friction in the customer journey, making it easier for shoppers to act on their impulses during the BFCM season.

Live Shopping Events on BFCM

Live shopping events have become a powerful social marketing strategy in social commerce, with 87% of consumers finding live shopping more engaging than pre-recorded video content. To make the most of this trend during BFCM 2024, here’s how you can set up a successful live shopping event:

How-to tips

• Plan ahead and promote the event: Start promoting your live shopping event well in advance to build anticipation. Use all your social media platforms, email newsletters, and website to spread the word. Share details about the exclusive deals, special guests, or product launches that will be featured during the event. The more excitement you can generate before the event, the more viewers you’re likely to attract.
• Choose the right platform: Select a platform that not only aligns with your audience but also offers robust live streaming features, such as Instagram Live, Facebook Live, TikTok Live, or YouTube Live. For example, TikTok Live integrates shoppable features, making it easy for viewers to purchase products directly during the event, streamlining the process and boosting conversions.
• Partner with influencers to host the live stream: Collaborating with influencers on your livestream can amplify your reach and add credibility to your live shopping event. Choose influencers who align with your brand values and resonate with your target audience.
• Product demos: During the live event, focus on demonstrating key products. Show them in real-life use, discuss their benefits, and highlight their features with high-quality visuals and close-ups. This not only helps viewers better understand the product but also creates a more immersive shopping experience, increasing the likelihood of purchase.
• Engage with your audience: Engagement is key to keeping viewers interested during the live shopping event. Actively interact with your audience by answering questions, responding to comments, and even hosting mini-games or giveaways. However, be mindful not to be overly “salesy.” Keeping the tone conversational and genuine can help build a connection with viewers, leading to higher retention and conversions.
• Exclusive deals: Offering exclusive discounts, bundles, or limited-time offers during the live shopping event can create a sense of urgency. Set time limits on these offers or limit the quantities available to encourage immediate purchases. This strategy taps into the fear of missing out (FOMO), which can drive quick decision-making and boost sales.

Social commerce examples

POPFLEX effectively uses live streaming on YouTube to sell their products. By hosting live shopping events, they engage directly with their audience, demonstrate product features, and offer exclusive deals - all within the YouTube platform.

This social commerce strategy not only engages their audience but also drives significant sales for POPFLEX by providing a seamless and interactive shopping experience. The result is they had the second-highest sales hour of the year!

Use Retargeting Ads

Retargeting ads are a powerful tool for re-engaging potential customers who have shown interest in your products but haven’t yet completed a purchase. Here’s how to optimize your retargeting strategy for BFCM 2024:

How-to tips

• Use dynamic product ads: Dynamic product ads automatically showcase the specific products users have viewed or added to their cart, personalizing the shopping experience. By reminding customers of the items they’re already interested in, these ads can significantly increase the likelihood of conversion.
• Test various ad formats: Experiment with different ad formats, such as carousel ads, video ads, and single image ads, to see which resonates most with your retargeting audience. Different formats can capture attention in different ways - carousel ads allow you to showcase multiple products, while video ads can tell a more engaging story. Testing will help you identify which format drives the best results.
• Offer incentives for returning customers: Encourage users to return and complete their purchase by offering incentives like free shipping, discounts, or bonus gifts. Make these incentives prominent in your retargeting ads to motivate potential buyers to finalize their purchase. For example, a message like “Complete Your Purchase Now and Enjoy Free Shipping!” can be a strong motivator.
• Focus on ad creative and copy: Ensure your ad creative is visually appealing and that your copy is clear and compelling. Use language that resonates with your audience and includes strong calls-to-action (CTAs) like “Shop Now” or “Complete Your Purchase.” Your ads should quickly capture attention and communicate the value of returning to complete the purchase.

Social commerce examples

Madewell effectively utilizes retargeting ads to re-engage previous viewers and entice them to purchase their products. By showing dynamic ads that highlight the items users viewed or added to their cart, Madewell keeps their brand top of mind and encourages shoppers to complete their purchases.

Implement AI Chatbots for Real-Time Support

Integrating AI chatbots on platforms like Facebook Messenger or Instagram Direct is also an effective social marketing strategy to boost conversion rates. These chatbots offer real-time support and purchase guidance, leading to increased sales - online shops using chatbots for abandoned carts have seen revenue increases of between 7% to 25%.

How-to tips

• Set up pre-defined responses for common queries: Program your chatbot with answers to frequently asked questions related to BFCM sales, such as store hours, deal specifics, return policies, and shipping information. This ensures that customers receive immediate responses, enhancing their shopping experience and reducing the need for human assistance.
• Guide customers through the purchase process: Design your chatbot to assist customers in finding and purchasing products. The chatbot can suggest items based on user preferences, guide them through the checkout process, and address any issues they encounter. This proactive assistance helps streamline the purchase journey and can significantly reduce cart abandonment.
• Promote BFCM deals and offers: Program your chatbot to actively inform customers about ongoing BFCM deals and exclusive offers. It can send personalized messages to users who have previously interacted with your brand, highlighting relevant discounts and encouraging them to take advantage of the offers.

Social commerce examples

Decathlon masters this social commerce strategy when using a Facebook Messenger chatbot to support customers and streamline product exploration.

With 33% of conversations handled entirely by the AI assistant, Decathlon has achieved a 92% increase in customer satisfaction. Additionally, the average purchase amount per chatbot user was $91.24. This demonstrates the chatbot’s effectiveness in enhancing the shopping experience and driving higher sales.

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• How to Implement Shopify AI Tools Effectively
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Best BFCM Social Marketing Strategies

Early Start and Early Access

Starting your BFCM social marketing campaign early is crucial for building anticipation and engaging your audience. By sharing sneak peeks, teasers, and "coming soon" posts well before the event, you can generate excitement and set the stage for a successful sale.

How-to tips

• Build anticipation with teaser campaigns: Begin teasing your BFCM deals a few weeks in advance to build excitement. Use cryptic messages, countdowns, or sneak peeks to create buzz around your upcoming offers. Teasers can spark curiosity and keep your audience engaged as they eagerly await the full reveal of your BFCM promotions.
• Use countdown timers: Incorporate countdown timers in your social media posts and stories to create a sense of urgency. Countdown timers are a powerful visual tool that reminds followers of the approaching sale date, encouraging them to prepare and be ready when the deals go live.
• Engage with early access offers: Reward your loyal followers by giving them early access to your BFCM deals. Promote this early access through social media posts and stories, making them feel special and valued. Early access not only boosts customer loyalty but also allows you to capture sales before the general public, giving you a head start on your BFCM goals.

Social retail example

Target effectively used this social marketing strategy in BFCM 2022. They offered 3 days of early access to their Black Friday deals. This strategy gave customers more time to shop around and take advantage of the offers, increasing the likelihood of conversions.

By promoting early access through platforms like Twitter, Target created a sense of exclusivity and urgency, driving more sales during the BFCM period.

Leverage Influencer Marketing

81% of consumers reported that social media posts from influencers, friends or family members drove interest in an item or service. Thus, collaborating with influencers is a proven social marketing strategy that can significantly BFCM sales by creating engaging content that drives traffic to your online store.

How-to tips

• Choose the right influencers: Partner with influencers who align with your brand values and have an audience that matches your target demographic. It’s crucial to select influencers whose followers are likely to be interested in your products. Learn more at Choose the Right Influencers: A Simple Guide for Small Ecommerce Businesses.
• Create exclusive discount codes: Provide influencers with unique discount codes or affiliate links to share with their followers. These codes not only incentivize followers to make a purchase but also allow you to track the effectiveness of each influencer’s campaign. It’s a win-win situation that benefits both your brand and the their audience!
• Focus on authentic content: Encourage influencers to create content that feels authentic and true to their style. Authenticity resonates more with audiences, leading to higher engagement and conversion rates. When influencers genuinely enjoy and use the products they’re promoting, their enthusiasm is more likely to inspire their followers to check out your BFCM deals.
• Livestream with influencers: Consider hosting a live shopping event in collaboration with an influencer. Livestreams offer real-time interaction, allowing influencers to demonstrate your products, answer questions, and create a sense of urgency around your BFCM deals. This interactive format can significantly boost viewer engagement and drive immediate sales.

Social retail example

Gymshark’s #BigDealEnergy campaign is a prime example of leveraging influencer marketing to create buzz and drive engagement during BFCM. By collaborating with popular influencers having strong connections with sports and fitness like KSI, Behzinga, Calfreezy, and Munya Chawawa, Gymshark successfully tapped into their followers’ interests and created a campaign that resonated deeply with their target demographic.

The “Big Deal Energy” campaign was successful because it didn’t just promote sales; it connected with the audience through influencers they admire and themes they relate to. This approach not only increased brand visibility but also fostered a sense of community among Gymshark’s audience, making the campaign more impactful and memorable during the BFCM shopping season.

📚 Further reading: The Power of Influencer Marketing for Small Ecommerce Businesses

Run a Black Friday Giveaway or Contest on Social Platforms

Running a Black Friday giveaway or contest on social media is an effective social marketing strategy to boost engagement, grow your following, and drive traffic to your online store. It’s proven that contests receive 3.5 times as many likes and 64 times as many comments as regular posts, and accounts grow 70% faster when they hold contests.

With the right strategy, you can turn this excitement into increased sales during BFCM.

How-to tips

• Choose the right prize: Offer a prize that is highly desirable to your target audience. This could be one of your best-selling products, a gift card, or an exclusive bundle of items. The more appealing the prize, the more likely people will be to participate and engage with your contest.
• Make entry simple and engaging: Keep the entry requirements simple and engaging to maximize participation. Common entry methods include liking the post, following your account, tagging friends, sharing the post, or commenting with an answer to a question. The easier it is to enter, the more likely your audience will engage, increasing the reach of your giveaway.
• Leverage user-generated content (UGC): Encourage participants to create and share content featuring your products as part of the contest. This not only boosts engagement but also provides you with valuable user-generated content that can be repurposed for future marketing efforts. UGC adds authenticity to your brand and helps build a community around your products.

⭐ Related Article: The Ultimate Guide to Use UGC on Your Shopify Store

• Follow up with non-winners: After the contest ends, follow up with participants who didn’t win by offering them a special discount or early access to your Black Friday deals. This helps keep their interest and can convert them into paying customers, even if they don’t win the prize.

🔥 Trending: Best Tips for Successful Instagram Giveaways 2024

Social retail example

Sand Cloud effectively utilized this social marketing campaign during last year’s BFCM by running a giveaway with an attractive prize - a $200 gift card. The entry requirements were simple: customers needed to like the post, follow their Instagram account and tag a friend.

This straightforward approach led to a significant boost in engagement, with the giveaway post receiving about 6 times more interaction compared to their other posts. The campaign successfully increased brand visibility and drove more traffic to their site, showcasing the effectiveness of a well-planned social marketing event.

Promote a BFCM Landing Page

Your social retail strategy needs to drive customers to an end destination and a dedicated landing page for your BFCM deals is crucial for driving conversions during the shopping season. A well-crafted landing page can serve as the central hub where customers explore all your offers, and promoting it heavily on social media can help drive substantial traffic to your site.

How-to tips

• Build a high-converting BFCM landing page: A dedicated BFCM landing page includes the following: a BFCM banner, a sale headline, discounted products, and a countdown timer. When designing a BFCM landing page, it’s recommended to use Shopify page builders to speed up this process.
  You can make the best of the Foxify Smart Page Builder to easily create and customize your BFCM landing page. This app offers stunning and ready-to-use BFCM templates, using an intuitive editor, and highly customizable sections. It also comes with conversion-focused features designed to maximize your sales. Thus, you can design a landing page that not only looks great but is also optimized for conversions within a day.

Image source: Foxify

🎁 Special gift: Get Foxify page builder before December 24th to enjoy a 20% discount for 3 months with the code BFCM2024WIN.

• Optimize landing pages for mobile: Since mobile is the primary driver of traffic and sales during BFCM, it’s essential to optimize your landing pages for mobile devices. To do so, you need to ensure fast loading times, easy navigation, and a mobile-friendly layout to provide a seamless shopping experience for users on the go.
  Using a mobile-optimized theme can help you achieve this easily. A suggested solution for you is Zest theme. With every section optimized for mobile by default and sales-boosting features working perfectly on mobile, Zest is the powerful theme to build a stunning landing page across all devices.

• Promote limited promotions for BFCM on landing pages: Create urgency by highlighting time-sensitive deals and limited-stock offers on your landing page. Clearly display countdown timers, flash sales, or exclusive BFCM bundles to motivate customers to act quickly and secure the best deals.

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Social retail example

Moxie Lash successfully implemented this social marketing strategy. They built a dedicated landing page for BFCM which focuses on showcasing Black Friday deals and encouraging customers to purchase.

Then they collaborated with Paris Hilton in a makeup tutorial video to promote their Black Friday landing page and promotions to her fans who are interested in beauty and makeup.

Paris Hilton's authentic and engaging content helped Moxie Lash reach 5.5 million viewers and generate excitement around their products. The collaboration was successful in driving traffic to their BFCM landing page and sales during the BFCM period.

Boost Your BFCM Success with Smart Strategies and Tools

In conclusion, leveraging the right social retail and social commerce strategies during BFCM 2024 can significantly boost your sales and brand visibility. From engaging shoppable posts to interactive live shopping events, each social marketing tactic plays a vital role in driving traffic and conversions. By collaborating with influencers, running targeted ads, and creating dedicated landing pages, you can ensure your BFCM campaign reaches its full potential.

To maximize your results, consider using tools like Foxify Smart Page Builder and Zest theme for creating high-converting landing pages with seamless mobile experiences. While Zest theme ensures your site is fast, responsive, and user-friendly across all devices, Foxify’s ready-to-use BFCM templates and conversion-focused features make it easy to set up your sales page.

🎁 BFCM Gift for Foxify: 20% off for 3 months with the code BFCM2024WIN. Deal ends on December 24th, 2024.