Buy Here, Buy Now, Buy Social
Social media is currently being reborn. Call me melodramatic or hyperbolic, but it’s happening all the same. Until now, social media in terms of a sales platform has evolved from classified-section advert-posts for moms selling old baby strollers to targeted campaigns by major retailers, but it’s still only an advertising platform trying to get people to the mall. In short order, it will be the mall.
The New Mall
A few decades ago the mall was the place where all the kids hung out on the weekends. They’d spend their time socialising, while occasionally shopping since everything was right there anyway. Brick and mortar malls are quickly going the way of the dinosaur today, but social media is stepping in to fill that void.
The socialising part of the equation was already baked into the cake, being they’re social networks and all. The goal has been to build the mall around the existing get-together, so that the barrier to entry for buying something they see while they’re hanging out is as low as possible. That goal has essentially been met now.
Simple as a Click
The list of sites adding “Buy” buttons to their platform is growing quickly. We’ve heard about Facebook’s plans for over a year, and Twitter’s for almost that long. Now Instagram and Pinterest have added them (or will within days), Google is putting them on their mobile search results, you can even make a purchase by clicking within a Youtube video. The mall is almost complete.
Interestingly, Facebook also just announced a new feature they will add to Messenger that lets any user send any other user money through the app. Watch for social networks to start acquiring or developing their own digital wallet or payment system to monetise the living heck out of this, but not until adoption grows.
Pinterest has already said that their new buy button involves no extra fees from either the buyer or the seller, but if – excuse me, I mean when – the sales frenzy kicks in, you can bet they’ll be getting a piece. What does all of this mean for businesses? You’re not really asking me that, are you?
Social media is now a new retail outlet for your business, and business is about to boom. It’s time to get serious. If you need help with the transition, contact us.