Social commerce: what it is and how to do it
Luke McCarthy
December 11, 2024
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November brought a wave of changes across platforms like TikTok, Instagram, Facebook, X, and LinkedIn, introducing tools and features that are reshaping how audiences engage with content. From new creative capabilities to improved analytics and expanded ways to foster community, these updates are designed to empower creators and brands alike to innovate and connect with their audiences more effectively.
This month’s updates highlight an ongoing trend towards personalisation, authenticity, and engagement. Platforms are prioritising tools that enable creators to deliver richer content experiences, while also giving marketers more control over how they track and optimise campaign performance. By understanding and incorporating these changes into their strategies, brands and creators can not only adapt but thrive in an increasingly dynamic digital landscape.
In a move to promote authenticity, TikTok is blocking under-18s from using filters that artificially enhance their appearance. This change is significant for creators and brands targeting younger audiences. Creators should focus on producing genuine, relatable content, while marketers can lean into campaigns that celebrate authenticity and natural beauty, resonating with Gen Z values.
TikTok Studio is now available on desktop, providing creators with more robust tools for editing and producing content. This feature empowers creators to produce high-quality, long-form content efficiently, opening new possibilities for brands. Marketers should encourage creators to experiment with professional-grade video edits that stand out in crowded feeds.
Creators can now assign custom names to the accounts they follow, improving their ability to organise and engage with their network. Brands collaborating with creators should consider this an opportunity to build closer relationships. Custom naming might also make it easier for creators to prioritise and showcase partnerships.
TikTok has introduced LIVE event countdown stickers for Stories and videos, making it easier to build anticipation for events. Marketers should leverage this feature to promote product launches, events, or campaigns by creating excitement and driving engagement before the event begins.
Instagram is experimenting with a Linktree-style personal link page for Meta Verified users. This offers brands and creators a new way to centralise links. Marketers should consider this feature to make it easier for followers to navigate between campaign landing pages, product links, or other call-to-action content.
Instagram now allows users to send video notes of up to 60 seconds. This feature could foster deeper engagement in DMs. Creators and brands can use it to send personalised thank-you messages, exclusive sneak peeks, or quick campaign updates to maintain close relationships with their audiences.
Instagram is testing the option to add new media to already-published carousel posts. This is a game-changer for marketers, as it allows dynamic updates to ongoing campaigns. Brands can use this feature to include new product variations, update campaign visuals, or showcase additional influencer collaborations seamlessly.
Facebook is providing users with insights into their Stories. For creators and marketers, this is a chance to better understand what resonates with their audience in short-form content. Use these insights to optimise creative decisions, track performance, and refine your approach to story-driven campaigns.
Facebook now enables creators to give exclusive early access to content for their broadcast channel members. Brands can use this feature to foster a sense of exclusivity, delivering sneak peeks or premium content to their most loyal followers to enhance community engagement.
X now allows users to hide engagement metrics on posts, giving creators more freedom to experiment without fear of public scrutiny. Marketers can encourage creators to test bold or experimental content that prioritises creativity over virality, allowing for unique campaign approaches.
A pinch-to-zoom feature for videos has been introduced on X, improving user experience. Marketers should ensure that video content is high-quality and visually engaging, as users now have more ways to scrutinise details.
LinkedIn is testing enhanced search capabilities, including the ability to search within specific date ranges and posts from certain users. Marketers can leverage this feature to identify trends, track competitors, or connect with relevant industry conversations. Creators can use it to source inspiration and target niche professional communities.
Snapchat has rolled out AI-generated video call backgrounds. While this update is niche, creators could use it to add unique branding elements to virtual events or collaborations. Brands targeting younger audiences on Snapchat might explore playful ways to incorporate this feature into campaigns.
Pinterest has introduced clickable search terms in comments, mirroring TikTok’s approach. Marketers can use this feature to drive discovery by including keywords in comments on brand or influencer pins, making it easier for users to find related content.
A dedicated ‘Trends’ feed for Pins is now available, allowing users to explore popular themes. Brands should monitor this feed to stay ahead of trending topics and align campaigns with what’s capturing audience attention. Creators can leverage these insights to produce content that aligns with seasonal or evergreen trends.
