Social Is Where Shoppers Start
If you’re a commerce content publisher, your team probably debates: “We already have a great website and newsletter. Do we really need to devote resources to winning on TikTok and Instagram?” The short answer: YES!
Social is an essential part of the content and product discovery journey. Audiences are discovering, researching, and considering products in real time as they scroll. Let’s make you part of the conversation:
1. Social is Where Shoppers Discover Products (Especially Gen Z)
It starts with the scroll. Today’s shoppers typically aren’t starting their product discovery journey on a search engine or Amazon. According to a 2025 eMarketer survey, video and social platforms like YouTube, Facebook, Instagram, and TikTok are the top online arenas for learning about new products.
That means everyone who’s scrolling is a potential customer. They’re watching, learning, and assessing. As a publisher, you should be meeting them where they are.
2. Publishers Already Have Trust. Leverage It.
“In 10 years, the term ‘Creator Economy’ will seem anachronistic,” one media expert writes, “just like the term ‘blogger’ feels a little anachronistic.” What creators strive to build, publishers already have: built-in trust.
You’ve earned your authority. You have a brand that people believe in that many creators are still trying to establish. Use that. Move into social not just as another distribution channel, but as a way to amplify and adapt your existing brand.
In 2025, multiple legacy media outlets hired consultants to teach their journalists how to create social-first content to extend their expertise. We expect to see more of that in 2026 – it’s a great way to combine your established trust with today’s must-have channels.
3. What’s Working on Social: Short-Form Videos and Product Reviews
When shoppers research on social, they lean into two formats:
- Short-form product videos (under ~90 seconds)
- Review-style posts, where real people talk about what they bought, how it works, and give an authentic look at the possible results
In an eMarketer and Impact survey, 63% of global social users said they preferred quick videos when engaging with creators. And more than 60% of shoppers report using short videos or review posts when considering a purchase.
Why is this a “plus” for publishers? Because as a commerce publisher, you already create content that aligns with those formats. You review, you explain, you break things down. You’re not reinventing the wheel, just adapting to where the audience is.
4. What’s Working on Social: Short-Form Videos and Product Reviews
Simply having a TikTok or Instagram page isn’t enough. To do social well, you need to be smart about where you put your links, and present your point of view in a natural way for the platform.
Here are three native tools to think of as part of your social commerce plan.
Broadcast Channel (One-to-Many Messaging)
Think of this like your social newsletter. It is a direct messaging space where you can share exclusive updates, product drops, curated lists and early access content with your most engaged followers. It feels personal, which boosts engagement and reduces friction from discovery to click.
Stories with “Link Stickers”
Instagram Stories remain one of the fastest paths to action. The Link Sticker is tap friendly and puts your content front and center. Pair it with a highlight from your review and you create an instant reason to click.
Link in Bio: Your Evergreen Real Estate
Your link in bio is your evergreen hub. Treat it like a curated landing page featuring your top affiliate articles, guides, reviews and seasonal roundups. Because it is always available, it becomes the steady bridge between your social activity and your strongest converting content.
For commerce publishers, social media isn’t just a free marketing channel, it’s a strategic extension of your content. It gives you new ways to:
- Surface your work
- Build real-time audience relationships
- Drive discovery, clicks, and conversions
If you haven’t already, now is the time to lean in. Build your presence and choose the right link tools to drive real commerce outcomes.
