BEGIN ARTICLE PREVIEW:
In a world where brands are limited when it comes to ways to connect with their consumers, engaging visuals on social media platforms is the gold standard.
When used effectively, social media could prove the difference between sluggish sales and success, according to Michelle Belcic, vice president of brand strategy for Dash Hudson, a firm that offers visual marketing software to companies like Tapestry, Nordstrom and LVMH, among others.
“Social media isn’t going anywhere: there’s been a 61 percent increase in usage across platforms during the pandemic,” Belcic said. “Facebook, Instagram and WhatsApp have increased in countries hit hardest by the virus, Twitter is seeing 23 percent more users than a year ago, and the average time U.S. adults spend on social media has increased to 82 minutes a day on average. With stores closed and no physical events, social media is one of the few places where marketers can engage with their customers.”
Estimates say it will take off-line sales five years to return to pre-pandemic levels, she added, and online sales are now expected to jump 18 percent this year, up from the previous forecast of 13 percent.
“Retail’s shift to e-commerce has been accelerated during the COVID-19 pandemic,” …
END ARTICLE PREVIEW