Community Marketing in Social Commerce: Connecting Brands and Consumers
Social commerce is on the rise, transforming the way we buy and sell online. In 2024, this trend is set to become one of the most impactful forms of commerce, mainly due to its ability to integrate transactions directly into social media platforms such as Instagram, TikTok and Facebook.
But beyond sales, the secret to success in social commerce is building authentic communities around brands.
What is Community Marketing?
Community marketing in social commerce goes beyond selling products. It’s about creating a space where consumers can interact with each other and with the brand, creating bonds of trust and loyalty. This type of marketing values direct interaction, generating a sense of belonging in users. The key is to provide an environment in which customers feel part of something bigger, which can be facilitated by authentic content, exclusive promotions and live events.
The Role of Social Networks in the Growth of Social Commerce
Platforms like Instagram and TikTok are leaders in this movement. On Instagram, 70% of Generation Z users and 63% of Millennials use the platform to discover and buy new products. On TikTok, 55% of users make impulse purchases, driven by short, engaging videos. These social networks are no longer just spaces for social interaction, but integrated marketplaces where brands can promote their products directly in users’ feeds, simplifying the purchasing process
The Power of User-Generated Content
One of the main factors that differentiates social commerce from traditional e-commerce isUser-Generated Content (UGC). Comments, ratings and posts made by real consumers have enormous influence, creating a sense of authenticity and trust. One study showed that UGC generates 28% more engagement than traditional branded content, making it an essential resource for creating an active community around products.
How Multiplierapp Boosts Social Commerce
Multiplierapp’s multistreaming product is a powerful tool for leveraging community marketing within social commerce. With it, brands can organize live events simultaneously on various platforms, such as YouTube, Instagram and Facebook, allowing them to reach different audiences at the same time. This not only increases visibility, but also encourages real-time interaction, which is vital for strengthening the bond between brand and customer.
Imagine a fashion brand promoting a live collection launch, where consumers can see the products, interact, ask questions and buy immediately, all without leaving their social networks. Multiplierapp simplifies this process, making social commerce more agile, engaging and accessible.
Strategies for the Growth of Social Commerce in Brazil
In Brazil, where the use of social networks is extremely high, the potential of social commerce is immense. As well as creating an active community around the brand, companies can take advantage of the growing impact of digital influencers, who already make billions in the global market. By 2024, it is estimated that the influencer market will reach US$ 24 billion, highlighting the importance of partnerships with influencers who generate authentic engagement.
Social commerce is not a passing trend, but a natural evolution of digital interactions. Brands that manage to build active communities, with authentic content and live interactions, are more likely to convert followers into loyal customers. And with tools like Multiplierapp, the path to this is more accessible than ever.
Find out more about how MultiplierApp can transform your business in social commerce.
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