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The Ultimate Guide To Visual Commerce
Customer photos are the most authentic and compelling brand assets available today. Thanks to the mass adoption of smartphones and photo-sharing platforms like Instagram, they are also incredibly abundant.
Until recently, few brands understood the true depth and breadth of the customer photo opportunity, but as more and more of them begin to incorporate photos into the ecommerce experience, real, measurable results are proving that visual commerce is changing the way we shop.
Most brands are still just skimming the surface of the customer photo waves. For example, L2 Think Tank’s research shows that, while 93% of prestige brands have an Instagram profile and 54% link from their websites to that profile, only 14% have integrated Instagram photos into their websites.
Marketers are feeling the content crunch. The Content Marketing Institute with the DMA found that 77% of B2C marketers list sales generation as a content marketing goal and 44% list direct sales as a success metric.4 Hubspot identified that European marketers top challenges include content frequency (58%), content quality (55%), defining a content strategy (55%), measuring content effectiveness (51%) and expanding the content outreach (40%).
Olapic believes that brands and retailers can overcome these challenges while also improving sales—and nearly every aspect of the shopping experience—by collecting wave after wave of fresh visual content and making it shoppable by placing it in the purchase path. We call this simple idea “visual commerce.”