US statistics on some SMM technologies and visuals
Almost all customers who contact our SMM agency in Moscow consider visual content the basis for their social networks. Is it correct? We will get acquainted with interesting statistics.
According to the Bazaarvoice service, which connects manufacturers and retailers with consumers, visual content provides a 111% increase in conversions during the shopping process and a 180% increase in revenue per visitor (RPV).
They have such an indicator, Shopper Experience Index; it shows how consumers interact with more than 2,600 websites in the service network (these are both brand websites and retail online stores). Bazaarvoice also interviewed more than 400 customers to find out what company and store owners are focusing on right now and what they are investing in over the next two years.
Currently almost 60% of customers claim that photos and video content have become the standard in online sales, and 81% of them believe that the integration of social networks and online shopping is a priority for their business.
Joe Rohrlich, Executive Vice President and General Manager of EMEA, Bazaarvoice, said: “The average consumer spends two hours a day on social networks, and visual content provides a link between social networks and online stores. Consumers use features such as in-app purchases on Instagram and Facebook, and browse through product galleries in the same way as regular "life" content.
The influence of visual
On the one hand, the spread of voice technology will soon allow customers to place orders (and re-orders) with their favorite companies. But despite this, the Shopper Experience Index shows that consumers still rely heavily on visual content on social networks, perceive the experience and behavior of other people through it, and thus learn about products that use similar, somewhat close ones. them people.
Therefore, manufacturers and retailers are creating more and more visual content to improve sales on social networks. According to a customer survey, 80% of them say that good visuals increase the “detectability” of products. Nearly nine out of ten (88%) say high-quality visuals increase brand confidence.
As a result, 47% of companies and online stores believe that the ability to find and buy products on social networks (for example, on Instagram) next year will be extremely important for buyers, and 23% think that they can find and buy goods on social networks
Switching to omnichannel
While 45% of brands and stores focus on the implementation of digital technologies, such as simplified ordering and the use of geolocation, 50% of customers consider that online ratings and reviews (or a question-and-answer format) will also contribute to sell, and offline too.
Shopping behavior confirms these expectations: 45% of buyers read reviews before buying goods in the store - this is 15% more than last year. Joe Rohrlich added: “Few manufacturers and retailers invest in technology just for the sake of technology, right now. Consumer content is only being introduced offline. Thus, there are tremendous opportunities for growth in this area. ”