The best strategies for successful social commerce on TikTok, Instagram, and Facebook

1. Introduction

In today's digital world, social media no longer plays just a role in communication and brand building, but has evolved into an important sales channel. Social commerce, meaning the direct sale of products and services via social networks, has long become an integral part of modern eCommerce strategies. Platforms like TikTok, Instagram, and Facebook offer companies the opportunity not only to showcase their products, but to sell them directly through the platforms and create a seamless customer journey – from product discovery to purchase.

Social commerce refers to the sale of products and services directly through social networks such as TikTok, Instagram, and Facebook. These platforms are not just used as marketing channels, but as complete sales channels that allow customers to purchase products directly within the app without being redirected to external online stores.

The origin of social commerce can be traced back to the growing importance of social networks in consumers' daily lives. While social media was originally used primarily for communication and content sharing, platforms like Instagram and Facebook were quick to recognize that interaction with brands and products is a key part of the user experience.

This led to the development of features like Instagram Shopping, Facebook Shops, and TikTok Shopping, which enable businesses to showcase and sell their products directly within social networks.

A key difference between traditional eCommerce and social commerce is that in social commerce, the entire purchase process – from product discovery and customer communication to the final purchase – takes place directly on the platform. This reduces drop-off rates and increases conversion rates, as customers do not have to leave the platform.

The importance of social commerce continues to grow. According to recent studies, users spend several hours a day on social networks on average. Platforms like TikTok, Instagram, and Facebook are not only entertainment media but also major sources of inspiration for purchasing decisions. Around 76% of consumers state that they have discovered new products through social media posts, and about 54% have already made a purchase directly through a social media platform.

This development offers significant opportunities for businesses to strengthen customer loyalty and increase sales. Social commerce allows brands to reach their target audience exactly where they are active – with content tailored specifically to the platform and user behavior.

In addition, companies benefit from the ability to receive direct feedback from customers and foster interaction with the community. Comments, likes, and direct messages provide valuable insights into customer perception and enable continuous optimization of the product strategy.

Another advantage of social commerce lies in the integration of influencers and user-generated content. Consumers often trust recommendations from other users more than traditional advertising messages. Through collaborations with influencers and the targeted inclusion of user content, brands can create authenticity and increase purchase intent.

The growing importance of social commerce has direct effects on the eCommerce strategy of companies. Traditional online stores are increasingly facing the challenge of reaching customers directly on social networks and creating seamless shopping experiences.

Social commerce not only reduces the number of steps in the purchasing process but also increases the visibility of brands and products. Through targeted targeting and personalized content, companies can ensure that their products are shown to users who have a high purchase intent.

Especially for companies in the fields of fashion, lifestyle, cosmetics, and technology, social commerce has become a crucial success factor. Platforms like TikTok and Instagram are visually driven and therefore provide ideal conditions for product presentation. The ability to tag products directly in posts and create a seamless purchasing process significantly increases the likelihood of a successful transaction.

The numbers speak for themselves: The global social commerce market is expected to reach over $3.3 trillion by 2028. Companies that invest early in social commerce and strategically leverage the unique features of each platform are securing a clear competitive advantage in digital commerce.

Behind-the-Scenes Insights: Showing how products are made, introducing the team behind the brand, or documenting the daily work life – these insights appear authentic and build trust.

Example: A fashion company could showcase the production of a new garment, while employees comment on the process and actively engage the audience.

Influencer marketing is particularly effective on TikTok, as the platform fosters strong community engagement. TikTok influencers are often seen as highly credible and have a direct impact on their followers' purchasing decisions.

Micro-Influencers over big names: Unlike on other platforms, smaller influencers with 10,000 to 100,000 followers are often very successful on TikTok because they maintain a close connection with their community.

Natural Integration of Products: Influencers should not directly promote the products but instead incorporate them into an entertaining story or challenge.

Long-Term Collaborations: Instead of one-off campaigns, long-term partnerships with influencers are often more effective, as the audience perceives the brand's authenticity more clearly.

Example: A cosmetics company could collaborate with an influencer who uses the products in a "Get ready with me" video while offering application tips.

TikTok has strategically integrated shopping features in recent years to enable sales directly through the platform. The direct linking of content with products makes it easier for users to make quick purchasing decisions without having to leave the app.

Product Links in Videos: Companies can add direct links to their products in the videos, allowing users to reach the product page with just one click.

TikTok Shopping: The platform allows users to create their own TikTok shop, where all products are neatly presented.

Livestream Shopping: By combining live interaction with direct sales, purchasing decisions can be influenced in real-time. During the livestream, products can be highlighted and directly linked.

Example: A sportswear company could host a live workout on TikTok and offer the worn clothing for immediate purchase.

Challenges and hashtags are a central part of TikTok culture and provide businesses with the opportunity to increase organic reach and user engagement.

Creating Your Own Hashtag Challenges: Companies can create their own challenges, encouraging users to participate (e.g., through giveaways or features on the company’s page).

Using Current Hashtags: By incorporating popular hashtags, the visibility of posts in the "For You" feed is increased.

Fostering Community Engagement: Users should be encouraged to create their own content for the challenge and tag the brand.

Example: A cosmetics brand could launch a #GlowChallenge, where users upload videos showing how they use the products to achieve the perfect glow.

TikTok thrives on creative, entertaining short videos. Storytelling is one of the most effective methods to emotionally engage users and strengthen brand loyalty.

Beginning, Climax, End: Even in short clips of 15 to 60 seconds, a clear storyline should be present.

Evoking Emotions: Humor, surprises, or emotional moments ensure that the content stays memorable.

Incorporate a Call-to-Action (CTA): At the end of the video, there should be a clear call to action (e.g., "Buy now," "Link in bio," "Follow us for more").

Example: A sustainable products company could tell the story behind a product in a short video – from production to shipping – while emphasizing the ecological benefits.

Several well-known brands have achieved great success on TikTok in recent years through clever social commerce strategies:

✅ Gymshark: The fitness brand early on focused on influencer collaborations and launched targeted challenges to build a strong community.

✅ Chipotle: The restaurant chain achieved millions of interactions through creative hashtag challenges (e.g., the #GuacDance challenge).

✅ Guess: The fashion brand launched the #InMyDenim challenge, which went viral and massively increased the brand's visibility on TikTok.

Success on TikTok in the realm of social commerce is based on a combination of creativity, authenticity, and the strategic use of platform features:

• Authentic content and the integration of trends are crucial to increasing visibility.
• Influencer collaborations and challenges strengthen community engagement and boost interaction.
• Using TikTok shopping features allows companies to shorten the purchasing process and increase conversion rates.
• Storytelling in short videos ensures that the brand becomes emotionally charged and stays memorable.