Brands Are Cutting Out Stores Thanks to Facebook, Instagram, and Soon Twitter
I've watched brands use social media to do an end-run around retailers. A recent article from RetailDive substantiates this. Excerpt:
"75% of social media users said they increased their purchases from brands they follow... A 2021 study from NPD found that 51% of survey respondents said they bought items thanks to content in their Facebook and Instagram feeds."
Translation: 75% of shoppers bought more from brands directly--which is bad for retailers. The article shares what platforms shoppers are using to cut out retailers: Facebook and Instagram.
Last week. Instagram said that online shopping would be a key part of its offering.
Unfortunately, Twitter may soon enter this space. Twitter has a very limited beta of an e-commerce feature that allows brands and retailers to sell items via its Shop Module.