Social Commerce : the Renaissance of Digital Marketing


July 21, 2016

It’s no secret that social media has revolutionized the face of ecommerce in startling ways. With an estimated 2.13 billion unique global users, the impact of social media on both cultural and transpersonal narratives and communications is itself inestimable. And what goes for individual communications, goes for commercial communications as well.

It isn’t enough to simply leverage an existing social media account into brand strategy. As much as social media acts as a barometer of core drives, opinions and motivations, it also serves as fertile testing ground for new and ground-breaking modes of expression. Without a thorough understanding of the potential for social media to act as both reflection and incubator of ideas, opinions and habits, the average retailer is likely to be content with simply gathering endless likes and retweets signifying… nothing. Instead, let’s take a look at some successful examples of social commerce integration into brand marketing:

1.) Dove

With video-intensive postings and direct engagement with followers, Dove’s appeal isn’t necessarily in their timeless name recognition or extensive social media outreach. Dove’s direct appeal is in the power of storytelling. By inviting viewers to directly submit their own stories through campaigns such as #BeautyStory and #ChooseBeautiful, Dove is not just launching an advertising campaign; they’re placing the power of the narrative directly back in user hands, creating an exemplary model of the interactive social media experience.


2.) Stella & Dot

While not a household name just yet, this direct sales jewelry network has not only used the rise of multiple social media channels to their advantage by cross-promotion; their very business model is predicated upon it. As a “social selling” platform for paying subscribers, the San Francisco based network allows its sellers to work alongside the company in engaging with customers through an e-commerce experience that is both viral and strictly user-driven.

3.) Birchbox

Not only has Birchbox helped revolutionize at-home beauty and style with their development of personalized random “beauty boxes,” the New York-based subscription service provides a perfect example of content-rich social media by providing extensive beauty tips and advice to subscribers, allowing brand recognition as much for content as it is for end-product.

4.) Beats by Dre

By combining a striking and candid visual narrative of products in a variety of global cultural settings with casual commentary on everything from celebrity trends to current events, the company not only provides instant brand name recognition and a reputation for technological innovation but helps place them in a global context that makes viewers re-think their very notions of perspective and branding.

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