What is shoppable content? Benefits, formats and brand examples

For years, consumers have had the option of buying in stores, online, via mobile apps or (in some rare cases) mail-order catalog. The latest option in the mix? Social commerce. Numbers show 43% of Gen Z and 49% of Millennials have purchased products or services directly from social media platforms. This is big for brands vying for the attention of younger consumers.
And they’re taking heed: Research conducted by the Harris Poll on behalf of Sprout Social found that 73% of businesses are currently selling on social media platforms, and another 79% plan to within the next three years. Read more…