What happens when over 67% of leads generated in 2016 were by companies that use active marketing? Millennials jump for joy and competitors adhere to this new tactic to engage their consumers. To gain sustained traffic is the main lifeline for a company, and to do so, one must get with the times. Welcome to the age of social sharing buttons, it’s a pleasure to make your acquaintance!
Times are changing, and we are now a part of an “on demand culture” where individuals want things instantaneously and effortlessly. We are living in the “buy now” era, where shopping happens offline and on a variety of social media networks including Facebook, Twitter, and even Instagram. Social sharing buttons inhibit smartphones to grant their customers an access pass to expect things at a push of a button. You can be on your way to work and find and purchase a last minute outfit for your cousin’s wedding next weekend through a simple touch interaction.
So why aren’t we all on this trend yet? Well for starters, if I’m on my mobile device, the last thing I need are more windows opening up to slow down my operation. Also, I would rather not have to select the method in which I want to share my potential purchase and risk sharing it with my entire newsfeed on Facebook. You can see that I’m not alone on this mentality as this ASOS exclusive Military Jacket hardly gained any traction through social buttons. Statistics have shown that only 0.6 percent of desktop users clicked share buttons, and 0.05 percent of mobile users went through with using the social sharing buttons. All in all, a minuscule percentage.
A feature such as social buttons can be an innovative feature, but its success is limited if it used un-accordingly. How does a company create the dynamic where it’s viewers feel the need to click a button, to show their interest and loyalty to a brand? You, as a company, must normalize the call to action that drives consumers to go through with sharing and or liking your content.
Sharing buttons cater to the convenience and nuance that is taking over the eCommerce world. But, turning “likes” into purchases goes beyond traditional measures. Interactive content, such as sharing buttons, invites the consumer into the brand’s story and creates a personal experience on an impersonal platform. Once such a connection sparks, users are more inclined to complete purchases than only letting their shopping cart’s fill up with no final action.