Social media has transitioned from being a mere brand awareness tool to a significant sales driver. FORDS' experts are exploring how the surge in social commerce is reshaping product packaging.
The Expansion of Social Commerce
Social commerce, which involves purchasing and selling products directly through social media, has seen notable success, particularly in Asian markets. In Thailand and China, an impressive 90% of online consumers are engaged in social commerce. This trend is spreading globally, with social commerce penetration projected to reach 30% by 2028, up from just 3% in 2018.
TikTok Shop is a leader in this space, especially among younger audiences. In the past year, 60% of Gen Z TikTok users bought a product after seeing it on the platform, and 78% discovered new brands and products through it.
Packaging as a Critical Brand Element
In the fast-moving world of social media, brands have only a few seconds to capture consumer interest. Attractive, memorable packaging designs are essential for making a quick impact and enhancing the brand experience, particularly in the absence of physical retail spaces.
The rise of unboxing videos has highlighted the importance of packaging, turning social media influencers into powerful brand advocates. Nearly 45% of Gen Z and Millennials are inclined to purchase products recommended by their favourite influencers.
Sustainability and Packaging Durability
Despite economic challenges, consumers are willing to pay an average of 9.7% more for sustainably sourced products. Recently, 46% of consumers have bought more sustainable products, and the sustainable packaging market is expected to grow by 7.7% annually until 2030.
Brands focused on sustainability are increasingly using refillable containers, biodegradable materials, and streamlined packaging. However, these lighter designs must also be durable enough to endure longer supply chains. Hermetic seals, such as foil closures, are a popular solution, extending shelf life without the need for heavy, complex packaging.
Interactive and Versatile Packaging Designs
Effectively communicating sustainability efforts is crucial, and interactive packaging plays a vital role. QR codes and other digital features can transform packaging into a gateway for detailed product information, authenticity verification, and sustainability messaging, enhancing consumer engagement and loyalty.
Customizable packaging that aligns with current trends or cultural events can also attract consumer attention. Limited edition designs create a sense of exclusivity and urgency, similar to the viral success of Coca-Cola's personalised name bottles.
Innovative packaging shapes, such as oval or triangular containers, can stand out in the visually driven social commerce landscape, improving brand recall and customer experience.
With the rise of social commerce and increasing environmental awareness, brands that integrate striking designs with sustainable packaging are well-positioned for success in 2024 and beyond.
For more information, head over to the FORDS’ website for the full deep-dive into the impact of social commerce on product packaging.
Editor’s Note:
FORDS specialises in designing unique foil closures and developing advanced machinery to deliver, apply, and seal them on various products. With over a century of experience, their technology is trusted worldwide to preserve products across multiple industries, including personal care, home care, food, beverage, dairy, confectionery, and nutrition.
Explore more at fordsps.com/about-us and fordsps.com/what-we-do.