With over 11.2 million users in Nigeria, Facebook has become a reliable social network were e-commerce marketers turn to get results on social media.
Brands that want their products or services projected to a wide age-range of audience, rely on the social network giants for sales conversion – this is achieved through organic or paid reach.
Other social networks such as Twitter, Instagram, Linkedin and Pinterest also have their fair share of sales conversion, but are only chasing the shadows of Facebook.
Twitter isn’t doing so badly with social media marketing, as brands also use the platform in promoting their products/services via the use of hashtags, rich content via tweets, and sponsored posts/account. Although, Nigeria is ranked the third most active African country on the social network, its reach cannot be compared to that of Facebook.
On the international scene, a new survey by e-commerce software provider ChannelAdvisor, has disclosed that 64 percent of online retailers bank on Facebook for their social media sales conversions.
Possibly surprising: that Pinterest, often considered a hotbed of commercial potential, ranked low on the survey of 200 e-commerce businesses, split equally between the US and UK. Only 5 percent surveyed listed Pinterest as their top source of sales conversions, trailing both Twitter (19 percent) and Instagram (9 percent).
Pinterest’s low ranking compared to Facebook can be explained by the social network’s large advantage in size of audience.
Another likely explanation is that of the 200 online merchants surveyed 89 percent are using Facebook channels, while only 41 percent are using Pinterest. Seventy percent use Twitter and 45 percent Instagram.
Pinterest might be the second-best conversion driver for a good number of the companies. Or perhaps Twitter is, but the data doesn’t reveal that.