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I’ll be the first person to tell you that so-called experts and their lists are a pretty tired trope of our internet media diet. Sort of like the salted kale chips we are all pretending are better than Pringles (while fully knowing that they are not…), these expert lists are something I consume sparingly and with a tad of bitterness in my mouth.
So when I tell you I have a list of e-commerce content predictions for you and your business this year, forgive me for being so damn cliche. I promise to try and at least make it fast:
- Video content aimed at reducing returns: 2022 was a record year for ecommerce returns. The reason? A couple things: the proliferation of third party sellers bringing less than stellar goods to more third-party seller platforms. (More than 500 big box stores opened up their platforms to 3rd party sellers last year.) And the ubiquitous use of crappy photo apps that make phone pictures more tolerable but can’t actually impact the experience of the product inside. Expect to see more home-shopping style videos this year with real unboxings, how-tos, use cases and even full on demos showing up on product pages in an effort to help customers decide faster and return less often.
- More mixing of high and low: While product display pages and home pages have often been sacred ground for only the most brand-focused content, start thinking about mixing in user generated content in these digital locations. The consumer today EXPECTS transparency. This is an easy way to communicate that idea simply.
- Less influencers. More real customers: Speaking to that transparency trend, the idea of having someone who was paid to promote your product simply because they have a following is bucking that feeling right in the gut. Customers aren’t just skeptical. They ARE ANNOYED. Asking real customers for content, yes the folks who paid their good money, is the move in 2023. If you’re scared, you can always send them small gifts or additional discounts. But you don’t receive it if you don’t ask.
- Completing the brand experience with in-box content: Shipping products has been a necessary step and maybe even a necessary evil for a lot of brands. But if you haven’t put some time into the inside-the-box content (think postcards, photos, sticker sheets) - now is the time to revisit this. Imagine a letter from the founder. Or a beautiful product image that cross sells other categories with a coupon. Remind the customer that there is MORE to see.
Whether you do all of this or some of this in 2023, I assure you that soona is here to help. Especially when it comes to the content that helps you tell your story.
If you’re in the process of planning your 2023 content, we have an opportunity for you to save big. Now through February 12 sign up for soona preferred to receive 20% all pro-services for the remainder of Q1. Learn more about soona preferred and the limited time offering here.
I’ll be the first person to tell you that so-called experts and their lists are a pretty tired trope of our internet media diet. Sort of like the salted kale chips we are all pretending are better than Pringles (while fully knowing that they are not…), these expert lists are something I consume sparingly and with a tad of bitterness in my mouth.
So when I tell you I have a list of e-commerce content predictions for you and your business this year, forgive me for being so damn cliche. I promise to try and at least make it fast:
- Video content aimed at reducing returns: 2022 was a record year for ecommerce returns. The reason? A couple things: the proliferation of third party sellers bringing less than stellar goods to more third-party seller platforms. (More than 500 big box stores opened up their platforms to 3rd party sellers last year.) And the ubiquitous use of crappy photo apps that make phone pictures more tolerable but can’t actually impact the experience of the product inside. Expect to see more home-shopping style videos this year with real unboxings, how-tos, use cases and even full on demos showing up on product pages in an effort to help customers decide faster and return less often.
- More mixing of high and low: While product display pages and home pages have often been sacred ground for only the most brand-focused content, start thinking about mixing in user generated content in these digital locations. The consumer today EXPECTS transparency. This is an easy way to communicate that idea simply.
- Less influencers. More real customers: Speaking to that transparency trend, the idea of having someone who was paid to promote your product simply because they have a following is bucking that feeling right in the gut. Customers aren’t just skeptical. They ARE ANNOYED. Asking real customers for content, yes the folks who paid their good money, is the move in 2023. If you’re scared, you can always send them small gifts or additional discounts. But you don’t receive it if you don’t ask.
- Completing the brand experience with in-box content: Shipping products has been a necessary step and maybe even a necessary evil for a lot of brands. But if you haven’t put some time into the inside-the-box content (think postcards, photos, sticker sheets) - now is the time to revisit this. Imagine a letter from the founder. Or a beautiful product image that cross sells other categories with a coupon. Remind the customer that there is MORE to see.
Whether you do all of this or some of this in 2023, I assure you that soona is here to help. Especially when it comes to the content that helps you tell your story.
If you’re in the process of planning your 2023 content, we have an opportunity for you to save big. Now through February 12 sign up for soona preferred to receive 20% all pro-services for the remainder of Q1. Learn more about soona preferred and the limited time offering here.
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