In previous posts I've discussed my place in the millennial generation and the solid hold my mobile phone has over my life so it may come as a surprise to you all that I am actually a bit of a social media novice - I've literally only got on the Snapchat train in the last two months - I know! What have I been doing with my life until now?!
Having said this, despite only being a passive social media user - the occasional Instagram post (mainly for the filters) and a Facebook post so rare that it even the Planet Earth crew couldn't find it - I am a social-commerce addict!
I am a total sucker for a paid-for ad, a sponsored post and absolutely a branded Snapchat filter!
If I don't buy through them then, I end up investigating the brand and somehow still end up parting with my cash and this is never truer than during the Christmas period. More and more retailers are investing in paid social and it is absolutely the right way to go - just look at the billions made over the Black Friday/ Cyber Monday weekend!
With today’s smartphone generation glued to their screens, tweeting their opinions and browsing brands when on the move, it’s perhaps no surprise that retailers are acknowledging the important role of social media within festive campaigns. Our research shows that one in 10 mobile sales takes place through social media at Christmas – a huge opportunity for social-savvy retailers. Social media advertising and gimmicks will help put a brand on the crowded virtual map this shopping season, but these platforms should be just one part of a wider marketing strategy which is actioned year-round.