A study by Havas Media Social and Lightspeed Research found exclusivity, simplicity and security may be the keys for brands hoping to sell on Facebook.
‘Simplicity, security and exclusivity’ are key to social media sales
Exclusivity, simplicity and security may be the keys for brands hoping to make sales on Facebook, a study by Havas Media Social and Lightspeed Research suggests.
In the study, 25% of consumers said they would buy a product via social media if it were not offered anywhere else. A further 11% said they would buy something if it were only offered to fans of a brand.
Other key factors were:
Ease of use: 17% would buy from social media if it were simpler than traditional ecommerce sites.
Trust: 22% would shop on Facebook providing they know and trust the brand.
Security: 44% believed social media shopping was less secure than buying from a trusted brand’s site.
While social media has the potential to reach millions of people, 65% of consumers said they would not be willing to buy big-ticket items on social networks.
Only 6% would be happy to buy a holiday on a social platform, with most people only willing to spend between £1 and £50.
The best way to get people more comfortable with social buying could be offering targeted advertisements – 70% of consumers said they would be more likely to buy if they were offered advertising based on what they like and friends recommendations.
