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The French are 38 million to regularly use social networks. This figure shows to what extent the use of social platforms, from Facebook to Instagram via Snapchat or Twitter, has become a habit of the French. 

If Internet users can no longer do without it, this is also the case for companies which find many advantages there.

Among other things, social networks make it possible to use the marketing features of social media to communicate about your brand, to work on your notoriety and to set up advertising campaigns! You generate more traffic on your website and increase your sales.

In the midst of a pandemic, and even more so as the end of the year holidays approach, investing in social networks is essential to continue selling. It is also an opportunity to seize to develop this new sales channel and sustainably increase your turnover.

Why deploy a Social Media strategy?

Social networks are now essential: whether it is Facebook, Instagram, TikTok, Pinterest, Snapchat, YouTube or even Twitter and LinkedIn, millions of pieces of content are published around the world on these platforms every day.

Some videos broadcast on YouTube are now achieving audience scores that make the biggest TV channels green with envy. As for the influencers on Instagram, the most popular of them land advertising contracts with well-known brands.

Social networks: a power of influence 

To understand the strong influence of social networks on their users, we must take an interest in the habits, desires and expectations of the latter. They follow the accounts of stars, brands, artists and influencers, who all have in common to present them products and services.

It has become completely normal to go on social networks to discover new things, find inspiration or hear the opinions of other customers. ECN and Shopify analyzed the behavior of social shoppers (buyers converted from social networks).

Their study reveals that:

  • 87% of shoppers say their buying decision was influenced by a social network.
  • 25% of users took to social media for reviews and advice before making a purchase.

Marketing on social networks has thus become a powerful lever for conversion. Influencers play an important role here: their community recognizes itself in them and trusts them. If they promote a product or service, their fans will be eager to want to acquire it in turn.

Proximity to brands also occupies an important place. The ability of a brand to create a universe around its products and services promotes the emergence of communities that recognize themselves in its values ​​and image. 

Social networks, like Facebook and Instagram, have understood this well. They are now developing features designed to meet the needs of businesses, while improving the user experience.

The best example is undoubtedly the appearance of stores integrated directly into applications: Internet users can now buy the products they see in their news feed (or feed), without leaving the platform environment. Another key feature is the ability to run Social Ads campaigns on these platforms with extremely fine targeting.