Using Social Signals to Drive Clicks and Conversions


It is no secret that today’s consumers use images, not words, to express what matters most in their lives, fueling the speedy and mass adoption of visual social platforms like Pinterest, Instagram, and Tumblr. They are also changing how customers engage with brands, share recommendations, and discover products while these platforms are changing how people communicate with one another. Having a telephone at arm’s length 24/7, the buyer journey is no longer linear but continuing—a medley of actions and reactions to the content they engage with on a daily basis. And since items are often a click away, these prevalent visual channels have become valuable resources for driving sales, consideration, and awareness.

Now, many marketers working currently understand the advantage of social engagement lies not in the number of “likes” or “hearts” a post receives but in the ability to credit the images with interactions that can lead to revenue generation. But, how is this outcome achieved? Below, we will discuss three tips that can help you to get more from your social strategy and leverage social signals to create business decisions, starting today.

Feature Socially Proven Images

Pinterest, Instagram, and Facebook are the first places customers go to research the products they want to buy and also to celebrate the products they own. Pay attention what sorts of engagements these images receive and use these signals to produce effective creative across your brand.

Brands using socially proven pictures are proven to maximize their advertising creative and see greater conversions and clicks. The Grommet is a superb example of this. After swapping out their previous ad creative for high performing Pinterest images, they found a 50% increase in engagement with their digital ads.

You can consider incorporating the highest engaged with images in your digital ads if they part of your marketing mix. The exact same can be said when selecting which images to feature in newsletters, on product pages, within blog posts, and other types of promotions.

Turn Product-Driven Conversations into Actions

Consumers use visual social channels to ask questions, share feedback, and express a desire for the goods they love. How? By leaving comments on images, pinning content, and tagging your brand while perusing your stores.

For brands, this presents an opportunity to cultivate relationships and drive sales. One way to do this is by simply searching for aspirational keywords like “want,” “need,” “purchase,” or “love.” While commenting with a “thank you” is often enough to brighten a customer’s day, a direct-response marketer may also share an exceptional coupon code or a trackable product link.

Drive Quality Mobile Users from Instagram

According to Socialbakers, customers are significantly more engaged with brands on Instagram than on another social channel. In reality, a recent study found that Instagram generated 58x more engagement per follower than Facebook and 120x more than Twitter.

Until recently, Instagram was primarily viewed as a tool for branding and awareness, whereas Facebook and Twitter were recognized as go-to channels for direct response campaigns. This preconception is gradually changing, however. In the last six months, a number of new programs have emerged that allow consumers to click from different images on Instagram to the products they want to buy. For brands that tap into these technologies, the potential is huge.

Final Thoughts

Being a smart marketer requires a thorough and deep comprehension of consumer behavior. Nevertheless, it is not about how customers engage with your brand today. It’s about assessing tomorrow better business decisions to be made by those engagements. This area of marketing still has a ways to go, but for the brands that embrace the language of social signals, possibilities abound. Consider some of the tactics here, and the future will be bright.