Selling via social set for huge growth in 2022

Brands can benefit from working with content creators to capitalise on the power of livestreaming and the growth of social commerce; that need to engage with the creator economy is a key theme of Marketer’s Toolkit 2022.

Why it matters

Social platforms are becoming shopping destinations as technology has made shoppable media a seamless experience. Livestream commerce as well as livestream content is now growing outside of China and South-East Asia and, for brands, building trusted relationships with relevant content creators is key to reaching their valuable online communities and achieving authentic engagement.

Takeaways

• In the Marketer’s Toolkit 2022 survey, 75% of respondents plan to increase their spending on social commerce.
• TikTok is the big winner among the social platforms with 84% of respondents looking to increase investment in the platform next year.
• Content creators are increasingly empowered, changing the dynamic between brands, media platforms and creators. Brands need to work collaboratively with creators and build trust to succeed.

The big idea

“The creator economy, social shopping, and peer-to-peer or influencer shopping is something that is going to boom in the Western world. But we have to be honest about the fact that no one [in the West] has cracked it” – David Sandstrom, CMO, Klarna.