As many brick and mortar retail outlets closed or have limited capacities due to lockdown and social distancing measures during the ongoing pandemic, people have turned toward online shopping. With eCommerce on a continuing rise, the competition isn’t around the corner anymore, it’s just a click away. It is more important than ever for brands to stand out on social media and take advantage of emerging technology. We’ve got our eye on the following five brands, who are currently shining in the social shopping world.
Sephora
The beauty and personal care retailer has been utilizing almost all highly populated social platforms including Instagram, Facebook, Twitter, YouTube, Pinterest, Snapchat and TikTok.
What we love:
- Sephora shines on Instagram Stories. They highlight products while explaining how to use them and they also host digital events featuring talks by top industry professionals and giveaways. Their Stories also consistently apply call-to-action content, including polls, to further fan engagements.
- By taking advantage of Pinterest’s new AR technology, Sephora allows pinners to try on different eyeshadow looks prior to buying. The user can scroll through different shadow palettes that most similarly match the look shown in the original post while using the front facing camera to see the eye look on themselves.
e.l.f. Cosmetics
This personal care and beauty brand has always been about looking amazing on a budget and continues these values through their multitude of social channels. Their platforms include Instagram, Facebook, YouTube, Pinterest, Twitter, Snapchat and TikTok.
What we love:
- e.l.f. Cosmetics kills it on TikTok. Not only is the brand incredibly active but they are also on top of TikTok trends. Their page utilizes trends and user generated content (UGC) alongside influencer content while also providing a history of users’ favorite beauty products.
West Elm
The home décor brand is known for unique modern style and showcases that through various social platforms including Instagram, Facebook, Pinterest, Twitter and YouTube.
What we love:
- West Elm has Instagram down to a science. Consistent aesthetically pleasing content aside, the brand makes use of the Shop tab and Guides tab. By utilizing Guides, fans can easily see who full rooms come together using West Elm products. Most recently, the brand used this feature to recognize Black History Month and promote Black creators’ pages on Instagram.
Anthropologie
This brand is more than just clothing and décor, it’s a whole mood and that comes across in all of their social channels. Their platforms include Instagram, Facebook, Twitter and Pinterest.
What we love:
Anthropologie’s Instagram content is gorgeous. The brand does a beautiful job of subtly highlighting products in an everyday way, giving their page a lifestyle brand vibe. Their Instagram Stories show highlight UGC and content that spotlight products only available through the brand in a tasteful display.
Ralph Lauren
This luxury apparel brand has been quick to understand the social media landscape as it is evolving. Their social platforms include Instagram, Facebook, YouTube, Twitter, Pinterest, Snapchat and TikTok.
What we love:
- Ralph Lauren x Bitmoji tapped into Snapchat in all the best ways. Dressing up Bitmojis to match everyday style was already a trend but thanks to Snapchat AR technology and Ralph Lauren, users can visualize outfits in a whole new way.
Instagram Stories, authentic influencers, and utilizing UGC are all tried and true key factors in social shopping strategies. However, these brands have explored innovative ways of keeping these strategies fresh. New AR technology has also been trailblazing the way for brands to showcase products in a modern representation. From employing new AR technology to taking advantage of existing social features, these brands are absolutely stealing the eCommerce show.