As technology has advanced, so has social media and its presence in the retail market. Not only do social media platforms act as an advertising and public relations avenue for businesses, with sponsored posts and influencer partnerships, but it also acts as a purchasing platform. Today, businesses can not only market their products and services on social media platforms, but they can also sell their products and services, all within their respective platform. This capability has changed the game for many retail organizations, and is something that public relations practitioners should be well aware of.

Examples of Social Shopping

• Facebook: As one of the first ever social media platforms, Facebook has been quick to adapt to its market, creating multiple shopping avenues on its application. To start, Facebook introduced Facebook Shops, a mobile shopping experience where businesses can easily create an online store for free. This feature elevates the platform to a whole new level. Through Facebook Shops, businesses are able to both market and sell their product or service direct to consumer, through the application. Facebook also features Facebook Marketplace, an e-commerce platform that connects sellers and buyers. Facebook Marketplace features products and services both old and new, and creates a very accessible selling and purchasing platform.
• Instagram: Similar to its parent company, Instagram utilizes Instagram Shopping, a set of features that allow Instagram users to easily shop a brand’s photos and videos posted on the platform. In particular, Instagram’s product tags enable businesses to highlight their items directly in their images and videos, so that shoppers can easily tap on them and discover more about the product.
• TikTok: TikTok Shop allows brands to market and sell products directly on the TikTok platform. TikTok users are able to access promoted product and make purchases through LIVE shopping, Shoppable Videos, Shop Page, and Shop Tab. Along with promoting the sales of several products and services, TikTok shop allows the option for users to purchase goods and services all within the app.

To conclude, not only are brands able to advertise using social media and promote their product or service through influencers, but they are also able to sell their product or service directly through the app. This is highly important to understand for public relations professionals, so that they are able to assist their brand in assessing whether or not social shopping is an appropriate tactic for their company.

To learn more about social media shopping, click here.