Soldsie Kicks Social Selling Up Another Notch with New Platform for Instagram
Black Enterprise Magazine July/August 2018 Issue

Last week, social-selling platform Soldsie launched Have2Have.It, a new product that generates traffic and revenue to eCommerce sites in ways previously not possible.

Have2Have.It shortens the path from Instagram to a brand’s website, making it easier for people surfing Instagram to get to websites and access content; whether it is news and blogs from content creators or physical products from eCommerce companies.

[RELATED: E-Commerce Businesses: Sales Mistakes and How To Avoid Them]

“It’s pretty exciting,” says Chris Bennett, co-founder of Soldsie, the social-selling platform that broke unchartered territory three years ago when the San Francisco-based tech firm created a way for people to purchase items directly from Facebook by typing the word “sold” in the comments.

“We got the inspiration for Have2Have.It because our customers were asking for it. Comment Selling on Facebook and Instagram is great for people who are selling without a website, but a lot of people with websites told us that they wanted something that sends people to their websites. We decided to start testing different solutions. Our newest product Have2Have.it does exactly that.”

In fact, brands that are using Have2Have.It are seeing on average an 87% click-through rate, and 50% more time on site from Have2Have.It referrals relative to those coming directly from Instagram, according to Bennett.

Here is an example of how it works: Normally, you can’t link from photos on Instagram. The only way to link on Instagram is in the bio at the top of the profile page. The New York Times is currently testing Have2Have.It. If someone wanted to read an article associated with a photo on the New York Times Instagram site, for example, they would need to exit Instagram and go to NYTimes.com and figure out how to find the article. Adding a Have2Have.It link to the NYTimes Bio on Instagram allows readers to easily find the article in question and purchase it. If they are already subscribed to the publisher, Have2Have.It provides a click though impression that the New York Times can convert to ad dollars.

Brands also get access to a dashboard that provides analytics, which track when someone is coming from Instagram and what photo in particular brought the customer to their site, so you can make more informed decisions about how to use it. Affiliate linking will prove to be an influential aspect of the product. Since Have2Have.It generates a referral code explaining where conversions are coming from, some brands can send traffic to other stores, says Bennett, who is also a co-founder of Black Founders; an organization committed to providing legal and accounting resources, among other support, for minority tech CEO’s.

So far, Have2Have.It has landed at least three high-profile customers, including TechCrunch, Nylon Magazine, and the sneaker company Emerica.

In the three years since Soldsie launched comment selling on Facebook, they accrued eight full-time employees, 1,000 customers from small to mid-sized companies, and raised $5.6 million from venture capital companies like 500 Startups, First Round, SoftTech VC, and Lerer Hippeau. The company is hoping to launch additional products to make it easier for people to generate revenue from social media.

Have2Have.It is available for a 14-day free trial, after which cost increases to $49/month.

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Marcia Wade Talbert

Marcia is a multimedia content producer focusing on technology at Black Enterprise Magazine. In this capacity she writes and assigns stories to educate readers about social media; digital integration; gadgets, apps, and software for business and professional development; minority tech startups; and careers in STEM (Science, Technology, Engineering, and Mathematics). In 2012, she received two Salute to Excellence Awards from the National Association of Black Journalists and was recognized by Blacks in Technology (BiT) as one of the Top 10 Black achievers in the tech arena for 2011 at SXSW in Austin, Texas. She has spoken about technology on panels for New York Social Media Week, at The 2012 Rainbow/PUSH Wall Street Summit, as well as at Black Enterprise’s Entrepreneurs Conference and Women of Power Summit. In 2011, SocialWayne.com chose her as one of 28 People of Color Impacting the Social Web, and through crowdsourcing she was listed as one of BlackWeb2.0's/HP's 50 Most Notable African American Tastemakers in Social Media and Technology for 2010. Since taking on the role of Tech editor in September 2010, she has conceived and produced five cover stories on Technology and/or STEM and countless articles, videos, and slideshows online. Before joining BlackEnterprise.com as an interactive general assignment reporter in 2008, she freelanced with Black Enterprise beginning in 2003 while working as the technical editor at Prepared Foods magazine. There she further honed her writing skills and became an authority on food ingredients, including ingredients used in food fortification and enrichment. Meanwhile, her freelancing with Black Enterprise and BlackEnterprise.com helped her stay current on issues pertaining to the financial and business welfare of African Americans. As a general reporter for Black Enterprise she attended and reported on the Democratic and Republican National Conventions, where she interviewed Valerie Jarrett, senior advisor and assistant to President Barack Obama and U.S. Attorney General Eric Holder. Marcia has a Bachelor of Science degree in Agriculture with an emphasis in food science from the University of Minnesota, and a Master of Science degree in journalism from Roosevelt University in Chicago. En route to her secondary degree, she served as the editor-in-chief of the Roosevelt University Torch, a weekly, student-run newspaper. An avid photographer and videographer, Marcia is one of several employees at BLACK ENTERPRISE who interned for the publishing company as a college student. She lives in New Jersey with her husband, a food scientist; her seventeen-month-old daughter; and “The Cat”, but still considers Chicago home.


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