Tapping the potential of creator-driven marketing for brand growth

There is huge potential for brands to engage with audiences on social media and increase unplanned purchases by narrowing the funnel between product discovery and purchase, according to a new report from WARC, TikTok and Publicis Groupe.

Why it matters

A survey-led white paper, From Discovery to Purchase: The Role of Community Commerce, explores new and effective opportunities for brands and retailers to sell directly to consumers through social commerce. Eighty percent of TikTok users, for example, say the platform helps them get ideas about brands and products they had never thought of before

Key insights

• Community commerce is an emerging opportunity

Accelerated by the ongoing shift to digital, community commerce – defined in this report as entertaining creator-driven social content featuring brands – sits at the intersection of community, shopping and entertainment.

With the right approach and authenticity, brands can fit seamlessly into this social environment and engage with audiences as they congregate around particular interests, hashtags or creative stories. Brands offering genuine value exchange and willingness to test and learn are already reaping the rewards.

• Discovery and inspiration disrupt the path to purchase

Social platforms have disrupted the purchase journey, which is now led by spontaneous discovery and inspiration. Every moment on a platform is an opportunity for conversion, and authentic creativity is key to attracting and retaining the audience’s attention.

With social platforms inspiring 70% of consumers to shop, even when they weren’t looking to, the power of community can drive engagement and stimulate decision-making.

Propelling purchase decisions

Social platforms’ role as a connector makes it an ideal place for brands to reach their audiences, and by collaborating with creators, brands aren’t just placing themselves in front of people anymore, they’re becoming part of communities, and that drives action.

Brands must make the most of technologies that facilitate a seamless community commerce experience. All product categories have the potential to convert audiences: beauty, clothing and accessories led the way, and now luxury and automotive are also maximising opportunities.

• Content creators are the new brand storytellers

Creators are invaluable for driving the engagement that facilitates community commerce. They boost discovery (78%), educate and inform their audiences (76%), and inspire their audiences to try new products (73%).

Community is the new version of word-of-mouth, making it a powerful force for all types of social commerce, and the opinions of followers can boost or block sales. It stimulates belonging, information-sharing, and ultimately demand for your product through the powerful influence it can wield.

Background

The study is based on a global survey of 2,230 consumers, 18-45 year-olds using two or more social media platforms (including TikTok, YouTube, Facebook, Instagram, Snapchat, Kwai), across 11 markets, as well as one-on-one interviews with 18 C-suite marketing leadersand analysis of WARC’s latest proprietary research. A complimentary copy of the report is available to download here.

​