1、The social commerce playbookGUIDEHow eCommerce teams can drive revenue with influencer marketing,UGC,and customer reviews2 2The social commerce playbookSocial commerce is not just a trend its a revenue-driving strategy.Brands that effectively leverage these tools see significant improvements in bran

2、d trust,engagement,and conversions.Consumers are no longer just browsing on social platforms;theyre making direct purchases influenced by the opinions and experiences of real people.This shift has created new opportunities for brands willing to integrate authentic,community-driven marketing tactics

3、into their digital strategy.The expansion of social media platforms into shopping hubs has also accelerated this shift.With seamless checkout options,real-time customer engagement,and AI-driven recommendations,social commerce is revolutionizing how businesses interact with consumers.Forward-thinking

4、 brands are now optimizing their digital presence not just to engage,but to convert and retain customers through social-driven commerce experiences.To capitalize on these opportunities,brands must take a multi-faceted approach that combines engaging content,influencer partnerships,social media engag

5、ement,and customer-driven insights to create a frictionless and trustworthy shopping journey.The way consumers shop has fundamentally changed.No longer are purchases driven by traditional advertising alone modern buyers rely on social proof,peer recommendations,and brand engagement on social platfor

6、ms before making decisions.This shift has given rise to social commerce,where influencers,user-generated content(UGC),and customer reviews play a crucial role in guiding the buyers journey.The new era of social commerceINTRODUCTIONHow to use this guideThis guide is designed for eCommerce professiona

7、ls seeking to maximize their impact on social media-driven sales.Each section provides:1.Deep insights backed by research and real-world data.2.Actionable takeaways that eCommerce teams can apply immediately.3.Best practices for increasing conversions and customer loyalty through social commerce.By

8、the end of this guide,youll have a clear roadmap to implementing a high-performing social commerce strategy that leverages influencers,customer content,and social proof to drive measurable growth.Lets get started3 3The social commerce playbookWhat this guide coversThis guide presents insights from f

9、our proprietary studies and a 965-person consumer survey to equip eCommerce professionals with data-driven strategies for optimizing their social commerce approach.It covers:Understanding todays social commerce consumer Learn about audience behaviors,platform preferences,and what drives purchase dec

10、isions.Influencer marketing as a revenue-driving strategy How to budget,identify the right partners,and track return oninvestment(ROI).The power of UGC in commerce How to leverage customer content to drive conversions.The critical role of ratings and reviews Why social proof is essential and how bra

11、nds can maximize its impact.The future of social commerce Emerging trends and what eCommerce teams should prepare for next.CONTENTS(CLICK SECTIONS TO JUMP TO PAGE)Understanding the social commerce consumer 04Influencer marketing strategic budgeting and ROI 06The power of UGC in driving revenue 09Rat

12、ings and reviews the final conversion catalyst 11Next steps for the new era of social commerce 1434 4The social commerce playbookBefore developing an effective social commerce strategy,brands need to understand the modern consumers behavior,motivations,and expectations.Todays buyers are more digital

13、ly savvy,socially connected,and selective than ever before.They expect convenience,authenticity,and relevance in their shopping experiences,and theyre increasingly influenced by real customer voices,UGC,and peer recommendations over traditional brand marketing.Emplificonducteda965-personsurveyofU.S.

14、consumersbetween18-65yearsold.Thisresearchuncoverswherecustomersspend their time online,what drives them to engage with brands,and what factors influence their purchasing decisions.Key takeaways for eCommerce teamsUnderstanding the social commerce consumerAUDIENCEBack to contents4Meet customers wher

15、e they are:Brands should ensure their presence on the platforms where their audience actively engages.Prioritize social media responsiveness:A fast response time can make or break a customers loyalty.Leverage UGC over influencer content:Consumers trust real customer experiences more than polished ma

16、rketing.Integrate social proof into eCommerce experiences:Product pages,ads,and social posts should showcase authentic customer feedback to increase conversions.Learn more about how Emplifi can help your team understand how to effectively reach your audience.Schedule a personalized demo today5 5The

17、social commerce playbookAUDIENCEKey findings from Emplifis surveyThese findings highlight a fundamental shift in consumer expectations.As social media continues to merge with eCommerce,brands must focus on authenticity,responsiveness,and personalized engagement to drive success.Back to contents5Soci

18、al media as a shopping destinationWhat drives consumers to follow brands?The top reasons consumers follow brands on social media:The power of social proofCustomer service expectations79%of respondents use Facebook at least twice a week,followed by YouTube(75%),Instagram(61%),and TikTok(49%).64%follo

19、w for promotions,sales,&discounts.65%of consumers trust customer-generated content more than influencer content.35%of consumers expect a brand response within an hour when engaging on social media.42%follow to see real customer content(more than those who follow for influencer content at 34%).Consum

20、ers expect more than just promotions they seek entertainment(58%),lifestyle content(37%),and interaction with other customers(27%).67%want a human response when engaging with a brand on social media,emphasizing the importance of personal engagement.52%believe AI-generated responses feel inauthentic.

21、Discounts(60%)and seeing people“like them”in marketing content(28%)significantly increase purchase intent.Facebook and Instagram are the most-used platforms for customer service,with 55%of respondents preferring these channels for inquiries.57%follow for product updates.Social media is now a preferr

22、ed way to engage with brands(39%),ahead of brand websites(33%)and email(15%).49%of consumers have made a purchase via social media in the last 90 days.6 6The social commerce playbookINFLUENCER MARKETINGInfluencer marketing has evolved from a buzzword to an essential pillar of social commerce.Todays

23、consumers are more selective about the content they engage with,and trust in traditional advertising continues to decline.Instead,shoppers turn to influencers they follow and admire for product recommendations.Authenticity,relevance,and credibility now define the effectiveness of influencer marketin

24、g campaigns.Influencer marketing strategic budgeting and ROIFor eCommerce teams,influencer marketing is no longer just about reach its about driving measurable sales and conversions.A successful influencer campaign requires strategic budgeting,careful influencer selection,and clear performance track

25、ing to maximize ROI.This chapter will break down the most effective ways to allocate budgets,identify the right influencer partnerships,and measure performance in a way that directly impacts revenue.Back to contentsThe role of influencers in eCommerce Shifting from awareness to conversion:While infl

26、uencer marketing was once primarily used for brand awareness,todays strategies focus on driving eCommerce sales through product placements,direct links,and affiliate marketing.The micro-influencer advantage:Micro-influencers(10,000-50,000 followers)often outperform larger influencers in terms of eng

27、agement and trust,making them valuable assets for eCommerce brands.Nano-influencers gaining traction:Smaller influencers(under 10,000 followers)tend to have highly engaged,niche audiences that can generate strong word-of-mouth marketing and authentic advocacy.Budgeting for influencer marketing High-

28、priorityinvestment(10-30%ofbudget):For brands aiming to create deep,authentic connections with their audience,investing in long-term partnerships with influencers who align with the brands values and audience is crucial.Medium-priorityInvestment(5-10%ofbudget):Brands looking to experiment should sta

29、rt with micro-influencers to measure impact before scaling campaigns.Low-priorityinvestment(1-5%ofbudget):Companies with limited budgets can still benefit by leveraging nano-influencers,gifting products,or running commission-based affiliate campaigns.Compensation models:Influencers can be paid throu

30、gh flat fees,performance-based incentives(commissions on sales),or hybrid models.Many brands now offer exclusive discount codes to influencers,helping track direct sales impact for commission-based affiliate campaigns.The social commerce playbook7Back to contentsInfluencer marketing is evolving into

31、 a more sophisticated,data-driven strategy that extends beyond simple brand partnerships.Heres how to approach it for social commerce:Influencer marketingFind the right influencer Engagement over follower count A high follower count doesnt always translate to influence.Brands should prioritize influ

32、encers who generate meaningful engagement and discussion over those with large but passive audiences.Audience alignment The influencers followers should closely match the brands target audience in terms of demographics,interests,and buying behaviors.Content consistency and brand fit The influencers

33、tone,aesthetic,and messaging should align with the brands image for seamless integration.Platform relevance Certain influencers perform better on specific platforms.For example:Instagram and TikTok:Best for fashion,beauty,and lifestyle brands due to visual appeal.YouTube:Best for tech,fitness,and pr

34、oduct deep dives,given the long-form nature of content.X and LinkedIn:Effective for B2B brands and thought leadership collaborations.The Impact of influencer-generated content Reusability and multi-channel distribution Influencer content is a form of UGC and,as such,can typically be repurposed for:P

35、aid social campaigns(e.g.,Facebook and Instagram ads)Product pages(enhancing credibility with real-life testimonials)Email marketing(adding social proof to promotional campaigns)Higherengagement=Higherconversion Shoppable influencer content,combined with exclusive promo codes,can drive immediate sal

36、es.Authenticity drives trust Consumers are more likely to trust an influencers personal experience than a traditional ad.Based on Emplifi data,65%of consumers trust influencer recommendations more than branded content.Tracking performance and ROI Key metrics to monitor Engagement rate:Measures likes

37、,comments,and shares to gauge interaction levels.Click-throughrate(CTR):Tracks how many users click on influencer-shared links.Conversion rate:Measures direct sales generated from influencer campaigns.Customeracquisitioncost(CAC):Assesses the cost of gaining a new customer through influencer marketi

38、ng versus other channels.Using UTM links and promo codes Assigning unique links and codes to each influencer allows brands to directly attribute sales and revenue to specific partnerships.The long-term effect Beyond immediate conversions,influencer marketing impacts brand sentiment,loyalty,and repea

39、t purchases.Referred customers including those acquired through influencer marketing can have a 30%higher lifetime value than those acquired through traditional digital ads.7 78 8The social commerce playbookBack to contentsBack to contentsThe Cosmopolitan of Las Vegas drives 250 million impressions

40、with influencersThe Cosmopolitan of Las Vegas leveraged influencers,UGC,and a customer-first engagement strategy to create a more personalized and impactful social commerce experience.By turning guest content into marketing assets,they strengthened brand loyalty and increased direct bookings.Key res

41、ultsThe strategy Integrated UGC into social and digital marketing:Showcased guest experiences to drive engagement and bookings.Used AI-powered analytics to understand customer sentiment:Tailored content based on audience behavior.Prioritized real-time social engagement:Ensured timely responses to cu

42、stomer interactions for enhanced satisfaction.Takeaway for eCommerce teams By leveraging influencers and UGC,The Cosmopolitan of Las Vegas transformed social engagement into tangible business results.Their approach underscores the power of authentic content and data-driven personalization in creatin

43、g seamless and engaging customer journeys.250Mimpressions generated from Emplifi UGC42%engagement rate on shoppable Instagram gallery19,000 pieces of content collectedCASE STUDYWant similar results for your team?Lets discuss your brands unique needs for influencer marketing and how we can help.Get a

44、 demo 9 9The social commerce playbookUGCThe power of UGC in driving revenueBack to contentsUGC serves as a bridge between social proof and conversion optimization,offering unfiltered,unbiased perspectives that modern shoppers find more credible than brand-produced content.A staggering 65%of consumer

45、s trust UGC over influencer endorsements,and studies show that product pages featuring UGC experience significantly higher engagement and conversion rates.For eCommerce brands,leveraging UGC effectively means curating,distributing,and optimizing this content across multiple channels including produc

46、t pages,social media ads,and email marketing to enhance credibility and maximize sales.UGC has become one of the most influential assets in eCommerce,playing a vital role in how brands establish trust,engage customers,and drive conversions.Consumers today crave authenticity,and there is no better en

47、dorsement than real people using,reviewing,and sharing their experiences with a product.Why UGC matters more than ever Trust and authenticity Consumers are increasingly skeptical of polished brand messaging,preferring organic testimonials from fellow shoppers.Higher engagement and conversions Shoppe

48、rs interact with and convert at a higher rate when they see real customers using a product.Cost-efficiency UGC reduces content production costs by allowing brands to leverage organic customer contributions instead of expensive studio shoots.SEO and site performance Google prioritizes pages with fres

49、h,dynamic content,and UGC often boosts time on site,search rankings,and click-through rates.UGCs impact on key eCommerce metricsHigher conversion rates Consumers who interact with UGC are 2.4x more likely to make a purchase.IncreasedAverageOrderValue(AOV)Shoppers who engage with UGC tend to spend 11

50、%more per transaction.Stronger brand loyalty Customers who see their own content shared by a brand feel a deeper emotional connection,fostering long-term relationships.More repeat visits Brands using UGC experience 3X higher repeat customer engagement,leading to greater lifetime value.Longer time on

51、 site UGC increases dwell time on product pages,which helps improve SEO rankings and reduces bounce rates.Jones Soda Co.saw a 55%increase in time on site and 4.9x repeat visits among customers who engaged with UGC powered by Emplifi.9The social commerce playbook10UGCAs social commerce continues to e

52、volve,UGC will play an even greater role in shaping consumer buying decisions.Brands that successfully harness the power of customer-driven content will see higher engagement,improved conversion rates,and long-term loyalty.Heres how to get started:Encourage UGC creation Launch UGC campaigns:Create b

53、randed hashtag campaigns that encourage customers to share their experiences.Leverage post-purchase requests:Encourage satisfied customers to submit photos,videos,or testimonials after their purchase.Run contests and giveaways:Incentivize customers to create content in exchange for prizes or discoun

54、ts.Feature real customers:Turn your best advocates into micro-influencers by showcasing their content on your brand channels.Manage UGC at scale AI-powered tools like Emplifi UGC can automatically collect and tag thousands of customer-created content from social media.Implement content rights manage

55、ment systems to ensure that you have permission to reuse customer-generated assets.Filter and moderate submissions to highlight only high-quality,on-brand content that aligns with company messaging.Deploy UGC across eCommerce touchpoints Product pages:Feature real customer photos and videos next to

56、product descriptions to boost credibility.Paid social ads:UGC-based ads have been shown to drive a 4x higher CTR than traditional brand ads.Email marketing:Integrate UGC into lifecycle emails(welcome series,abandoned cart,and post-purchase follow-ups).Influencer and brand collaborations:Pair influen

57、cer-driven UGC with brand messaging for an amplified effect.Back to contentsTo really get UGC right,you need a comprehensive platform.Lets discuss how Emplifi can be a game-changer for you.Lets talk1111The social commerce playbookCUSTOMER REVIEWSRatings&reviews The final conversion catalystIn an era

58、 of overwhelming choices,customer ratings and reviews have become a make-or-break factor for eCommerce success.Before making a purchase,most consumers seek reassurance by reading product reviews,watching testimonial videos,or checking for ratings from other buyers.Studies show that 95%of consumers r

59、ead online reviews before making a purchase,and 72%wont take action until theyve read one.Back to contentsBeyond just product validation,ratings and reviews act as social proof,influencing hesitant buyers and building credibility in ways that traditional marketing cannot.The impact of reviews extend

60、s beyond just individual sales they enhance SEO rankings,increase trust,and reduce return rates by setting clear expectations.For eCommerce brands,harnessing the power of ratings and reviews requires a strategic approach that includes collecting authentic feedback,responding to reviews(both positive

61、 and negative),and using them as a tool for continuous improvement.The psychology of ratings and reviews Trust and credibility Customers view real feedback as more reliable than brand messaging.Nearly 90%of consumers trust online reviews as much as personal recommendations.Conversion influence Produ

62、cts with high review counts and ratings of 4.2 to 4.7 stars tend to see the highest conversion rates.Transparency and expectation management Honest reviews help set realistic expectations,reducing dissatisfaction and return rates.Verified purchase badges Reviews labeled as“Verified Purchases”add an

63、additional layer of trust,showing prospective buyers that the feedback comes from real customers.The impact of reviews on eCommerce Products with at least 50 reviews have a 4.6X higher conversion rate than those with fewer.Displaying reviews on product pages can increase conversion rates by up to 27

64、0%.Featuring customer testimonials in ads can improve CTRs by 20%.Reducing return rates:Accurate reviews help set the right expectations,leading to fewer product returns.Back to contentsThe social commerce playbook12Scale review collections and distribution Automated post-purchase emails:Request rev

65、iews via email shortly after the customer has received the product.Incentives and loyalty programs:Offer small rewards,such as discounts or loyalty points,for customers who leave a review.Seamless review submission:Make it easy for customers to leave reviews directly on product pages and social medi

66、a.User-generated video testimonials:Encourage customers to submit video reviews,which often have a higher engagement rate than text reviews.Respond to reviews effectively Engaging with positive reviews:Thank customers for their feedback and highlight standout reviews in marketing materials.Addressin

67、g negative reviews:Respond professionally and offer resolutions,turning potentially dissatisfied customers into loyal advocates.Utilizing AI sentiment analysis:Use AI tools to detect sentiment trends and proactively address common concerns.Leverage reviews to drive sales Showcase best reviews:Featur

68、e top-rated reviews prominently on product pages.Integrate reviews in paid and organic marketing:Use customer testimonials in Facebook Ads,Google Shopping,and social media content to increase credibility.Syndicate reviews across platforms:Ensure that reviews are visible on multiple sales channels,in

69、cluding your website,Amazon,and social commerce platforms.Use star ratings in search results:Rich snippets displaying star ratings can improve CTRs by up to 30%.Customer ReviewsAs consumers continue to seek transparency and validation before making purchases,ratings and reviews will remain an indisp

70、ensable pillar of social commerce.Brands that invest in a robust review collection and response strategy will see stronger conversions,higher engagement,and increased long-term customer loyalty.1313The social commerce playbookBack to contentsBack to contentsHow Navy Hair Care scaled social commerce

71、with UGC&customer reviewsNavy Hair Care,an independent beauty brand,turned to UGC and customer reviews to boost trust,engagement,and conversions in their eCommerce strategy.With a growing community of brand advocates,they successfully transformed social proof into measurable revenue impact.Key resul

72、tsThe strategy Leveraged UGC across all touchpoints:Product pages,social media,and paid campaigns featured real customer content.Encouraged and showcased reviews:Authentic feedback helped build trust and increase AOV.Optimized content for conversions:UGC-powered ads outperformed traditional creative

73、s in engagement and CTR.Takeaway for eCommerce teams Navy Hair Cares success highlights the power of authentic customer content in building trust and driving conversions.By strategically incorporating UGC and customer reviews into their marketing,they maximized the impact of social commerce.264%incr

74、ease in repeat-visit rate73%engagement rate on shoppable Instagram360average weekly checkout comments with EmplifiCASE STUDYThere are so many places you can use UGC and Ratings&Reviews to drive revenue.Emplifi can help you get results.Lets talk1414The social commerce playbookNEXT STEPSNext steps for

75、 the new era of social commerceBack to contentsSocial commerce is no longer a nice to have its a core revenue driver that demands strategic focus and execution.Brands that invest in building authentic connections,seamless experiences,and data-driven engagement will not only thrive but also future-pr

76、oof their businesses against an increasingly competitive digital landscape.By leveraging influencers,UGC,reviews,and AI-powered insights,eCommerce teams can create shopping experiences that are not only transactional but engaging,trusted,and highly personalized setting the foundation for long-term s

77、uccess in the new era of digital commerce.How to get startedTo stay ahead in the ever-changing social commerce space,brands must:Invest in AI-driven personalization to enhance product recommendations and automate customer engagement.Test new commerce features such as live shopping events,shoppable v

78、ideos,and immersive brand experiences.Prioritize omnichannel integration to create a seamless experience across social platforms,eCommerce websites,and third-party marketplaces.Optimize influencer and UGC strategies to ensure they align with brand goals and maximize conversion opportunities.Leverage

79、 performance analytics to measure success,identify gaps,and continuously refine social commerce tactics.1515The social commerce playbook15Back to contents Leading eCommerce brands use Emplifi to boost brand voice,streamline social commerce,and create seamless customer journeys all in one AI-powered

80、platform.Get a personalized demo today and see how your team can:Maximize efficiency with AI embedded across marketing,commerce,and customer care Gain a unified view of your customer with advanced analytics across all social and eCommerce touchpoints Drive conversions with social commerce by leverag

81、ing influencers,UGC,and real-time insights Discover how Emplifi can help your team scale,engage,and growSchedule a demo1616The social commerce playbookAdditional resourcesGUIDEHow to unlock thepower of UGCLearn how brands are leveraging UGC to boost engagement,increase conversions,and enhance brand

82、trust,AI customer experience,and social media strategies.GUIDEThe essential guide to UGC strategyA deep dive into the role of UGC in modern marketing strategies,highlighting the best ways to source,manage,and integrate UGC effectively.REPORTThe impact of UGCon conversionsA report analyzing real-worl

83、d data on how UGC influences consumer decision-making and conversion rates across various industries.GUIDEBudgeting for influencer marketingThis guide outlines a framework for budgeting influencer marketing campaigns,including cost considerations,ROI measurement,and tips for finding the right partne

84、rships.Download nowDownload nowDownload nowDownload nowFor deeper insights into social commerce strategies,explore these additional resources from Emplifi:Back to contentsWant to learn more?Emplifi provides exceptional digital customer experiences via a platform trusted by more than 20,000 of the worlds leading brands.With comprehensive and integrated social media marketing,social commerce,and care,combined with unified analytics and AI,Emplifi fuels growth,resulting in happy customers,increased product sales,and improved brand loyalty.For more information,please visit us online:emplifi.io