Trend social commerce: What power do likes and followers have?

With 3,000 followers, is one already an influencer? More and more companies use influencer marketing, but sometimes a wrong application can have the contrary effect.


What is social commerce?

Purchasing behaviour is constantly changing. The number of users of social media channels is growing enormously.

The latest trend: Social commerce

Nowadays, users of social networks have the opportunity to shop their favorite product directly via the platform. The products are presented visually, usually with an additional explanation of how it works, smells or feels. This allows the customer to better identify with the product and the purchase decision is simplified.

Social commerce offers users a unique shopping experience that was previously impossible. Before purchasing, customers can gather opinions and recommendations to be inspired. With reviews and experience reports are still crucial factors in for the decision-making-process, transparency and authenticity are a good starting point.

Keyword here is user generated content (UGC), which means: customers feel actively involved in the content creation and as being part of a growing community. Word-of-mouth recommendations are still more successful than advertisements, therefore companies should use this channel.


Revolutionizing online shopping

Social media – from inspiration to purchase. The customer journey is now reduced to just one platform. The buying process is accelerated and a new target group is generated. Social commerce is still in the starting blocks, but rapidly spreading. Instagram and Facebook are leading the way: the marketplace on Facebook and the shoppable posts on Instagram.

One company, one app and you’ re good to go. The products can be marked with a few clicks on the respective article. It should be noted that up to five products can be linked per article with one picture and up to 20 products with several pictures can be linked in one article. Products can also be presented in the story with a short video. In this way, customers are encouraged to “swipe up” in order to get more information about the product in the online shop. Call to actions are essential to animate customers to share their feedback about the product.

Companies profit from UGC, on the one hand customers are consciously involved and on the other hand content is created independently. If content from customers is reposted, it increases the reach and the company wins followers. UGC creates authenticity and trust, and testimonials from real customers can be generated for free.


Influencer marketing – the key to success?  

Anyone who has many followers is an influencer. No!

In the meantime, it is no longer a question of a high number of followers, but rather focusing on quality instead of quantity. Many followers do not directly imply that the scope is high. Most of the time they are so-called ghost followers who do not show any activity on Instagram. As a result, the content is not consumed at all and the money is wrongly invested. The relation between the number of likes and the comments is decisive. Because: if these deviate strongly, it is a sign that the influencer has no real scope. Influencers also know that they have a great influence and are certainly well paid for. Influencers should be able to identify with the company and the industry, which is why the selection process plays an important role. Nevertheless, it is advisable for companies to consider influencer marketing seriously. This makes it easier for customers to make purchasing decisions about different products because a trusted person recommends them. As a result, new target groups are reached who did not previously know the products.



Social commerce will continue to play a major role, a growing trend that is becoming increasingly relevant with the growth of social platforms. Authenticity and transparency is the key and these values must be communicated to the outside world. This is the key for building trust between customers and companies. Influencer marketing should not be underestimated, every company can find and achieve its own strategy. Influencers must be selected with diligence and adequate consideration. In order for their services to help achieving entrepreneurial goals and implement them with passion. Otherwise, negative comments can have an impact on the businesses.