Modern e-commerce customers come in all shapes and sizes. They expect to be able to seamlessly shop across a plethora of touchpoints both offline and online, making a case for brands and merchants to strengthen their omnichannel offerings.

The rapidly changing digital landscape and the availability of multiple platforms and social media networks have made digital marketing even more complex and less personal. In this digital age, what can marketers do to position their brands so that they remain top-of-mind with potential customers, and what trends can they rely on?

Today, social media and e-commerce platforms play a large role in product discovery. And given that 97% of Gen Zs shop on social media, marketers must understand that collaborating with influencers is critical to building brands and driving sales with this group of consumers who can shape the way consumers shop.

Unlocking the potential of influencer-led social commerce

Live commerce is a type of social commerce that combines entertainment with live shopping elements. Pioneered by Chinese companies like Pinduoduo and Alibaba, social commerce has been incredibly effective in increasing conversions and building loyalty. Its informative, interactive, and entertaining nature has proven to be an instant win with consumers, especially those looking for community and engagement. 

Usually held on social networks, these live-selling sessions are typically hosted by a celebrity or a key opinion leader (KOL) or influencers. Shoppers have the opportunity to interact with these influencers, and purchase products instantly on chat.

These influencers are skilled storytellers and content creators who can increase audience engagement and trust while bringing products closer to them. With the rise of live streaming and social commerce, influencers are ideal partners for live shopping events.

Setting up a winning influencer marketing strategy

Influencer marketing emerged as a result of the proliferation of social media channels. The pandemic saw the creation and consumption of massive amounts of content. Today, over 50 million people worldwide now consider themselves influencers, with the influencer economy expected to grow leaps and bounds as they come more ingrained in people’s daily lives. 

However, in a landscape of multiple channels and touchpoints, influencer marketing is becoming more complex. Because there is no single formula for collaborating with and leveraging influencers, brands and marketers must reconsider their influencer marketing strategy. 

Hoping to build stronger connections and foster trust, notable labels in China are working with Key Opinion Consumers (KOC) in connection with influencers. The authenticity of the KOCs, combined with the star power and prestige of influencers have proven to be highly profitable for brands. 

Some brands are also using innovative ways to deliver immersive, influencer-centric content. China, a forerunner in the augmented reality and virtual reality space, is seeing more platforms and labels collaborating with super apps like WeChat to create virtual fitting and shopping trips, hosted by influencers. Platforms like Facebook and TikTok are following China’s lead to introduce similar features on their own platforms. 

Measuring influencer success

Marketers need to determine what type of KPIs are most important to their business goals, as well as the types of platforms they stand a chance of thriving on. Some types of influencer campaigns are best measured in terms of sales and conversions, whereas others call for measures of visibility, like page views and impressions.

Marketers must understand the value influencers bring to the table, to fully harness their power. Whether they are celebrities, nano or micro-influencers, influencers are professional content creators who have distinct approaches to content creation and play an important role in shaping the industry. 

Creating content that helps brands succeed takes a lot of work, and having the right tools and resources is critical for getting the most out of a symbiotic relationship between influencers and brands.  

Learn how Baozun can help you drive business growth by making the most of your influencer management strategy - let's talk.