Build Value with Shoppable Content

Learning Objectives

After completing this unit, you’ll be able to:

Explain how to showcase your values as a social strategy.
Provide a few examples of how to highlight your values on social media.

Showcase Your Values

Social media is a noisy place, so how do you create shoppable content that gets your customers to click? To stand out online, it’s critical to know what motivates your shoppers.

Now more than ever, customers make decisions based on their values. In fact, according to the Salesforce State of Connected Customer report, 66% of customers have stopped buying from a company whose values don't align with theirs—up from 62% in 2020. And 88% of customers expect companies to clearly state their values, but only 50% say they do.

Whether you’re creating an image, video, or ad, you need to express your brand’s values to drive awareness and loyalty. Here are a few questions to get you thinking about how to do that.

Do you donate a percentage of profits to a specific cause?
How can shoppers be a part of your initiatives with their purchases?
Is your brand focused on sustainability?
Do you have core principles that resonate with your customers?

The answers to these and similar questions are a great starting point for understanding what brand values you might want to showcase.

Once you have a clear idea, how do you state your values on social media? Make it into a social campaign! You can build social posts around your values and include your customers.

In the Salesforce State of the Connected Customer report, we found that 74% of customers say a brand communicating honestly and transparently is more important now than before COVID-19. And that extends to a brand’s social presence. Salesforce is committed to incorporating our values in our social commerce strategy by being transparent with our customers, our economic forecast, and the importance of diversity.

"Relationships built on values and trust benefit everyone and lead to progress toward the sustainable and fair world we all want." –Carol Emert, The 360 Blog

Try it out for your brand. Write a social post about your values and then create a promotion around it. And where values align, there is loyalty.

Wrap Up

In this unit, you learned how to showcase your values as a social strategy. You explored some questions to better understand what values you can promote and learned how to highlight those values on social media. Use these strategies to implement a social media campaign to make your content shoppable.

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Build Value with Shoppable Content

Learning Objectives

Showcase Your Values

Wrap Up

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