IMA’s New White Paper Gives the Shoppable Content Revolution Center Stage
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Paying it Forward: Insights from Our Global DE&I Week
Mar 25, 2021
Social media has completely transformed the consumer journey, particularly in the past year as more and more people have been driven online for all their needs.
Both social and ecommerce platforms are adding features that will revolutionize how consumers spend their time online and make purchases—allowing people to shop directly from social media channels and blurring the lines between content and commerce. And influencers, at the forefront of social shopping, are the enablers and catalysts of this evolution.
A new white paper from IMA—our S4Capital sister company that works with brands looking to communicate effectively through the world’s most influential bloggers, vloggers, and social media influencers—guides us through the next era of social media: shoppable content. Titled Influencers and Shoppable Content: The Future of Social Media, the report covers the habits that COVID-19 has changed forever and how influencers have impacted the seamless fusion of content and commerce across platforms. It also provides a clear outlook on the role influencers play in virtual shopping and the era of everywhere commerce.
As new, improved ecommerce functionalities are introduced, influencers are often early adopters who perfect delivering relevant content at speed. And they are the most proficient at doing so. From livestreams with purchase options to Instagram posts with shoppable tags, influencer marketing will conquer the funnel from top to bottom—not only inspiring audiences, but also driving direct, more measurable conversions.