Social commerce sales will increase by 35.8% to $36.62 billion in 2021. The meteoric rise in popularity of apps like TikTok and Twitch also shows the potential for activating influencer partnerships. 2022 will see the impact of influencers reaching the bottom of the funnel, and helping with quantifiable conversions. In this session, we'll spill the tea on how you can get in on the growth. Watch on-demand: https://www.falcon.io/cmp/2022-digital-trends-resources/

4. Presented by: Hashim Javaid
Account Director (EMEA) at
The Influencer Marketing Factory
Hashim@theinfluencermarketingfactory.com
Influencer Commerce
in 2022

5. Introduction

6. Brand Partners

8. Agenda
• What is influencer commerce?
• Why is it relevant in 2022?
• What platforms to watch out for?
• Upcoming trends
• Which brands are winning and why
• Key Takeaways
• Q&A

10. Influencer Commerce is the act of using influencers to drive traffic from their audience
to your website/e-commerce platform in order to generate sales.
Social Commerce is the process of selling products directly on social media. The entire
shopping experience from product discovery to the checkout process all happens on the
social media platform without having to leave.
Definition
Influencer commerce

11. Influencer Commerce
Insight:
Using Influencer
content for paid
media.
Marketing Funnel

12. YouTube
Influencer commerce
example

13. In 2020, there were almost
80 million social buyers in
the US, a 30% surge from
previous year.
By 2025, 108 million US
Americans expected to
make purchases through
social media.
Source:
https://www.statista.com/statistics/1120128/number-social-buyers-united-states/

14. Influencer Commerce
and Live Streaming

15. Instagram
Social Commerce
features
Product tag in Reels
● Businesses and creators who have set up
Instagram Shopping can tag products
when they create reels on Instagram.
● People viewing a reel with product tags
can tap ‘View Products’ to buy, save, or
learn more about the tagged product.

16. Instagram Shopping Journey
Brows
e
Open the product Add to cart Pa
y

17. Livestreaming - A little bit of history
help rural areas not well connected
WeChat Super App
Douyin

18. Live streaming is a popular way to shop online in China, you can buy
anything, from farmers goods to luxury pieces.
KOL’s (Key Opinion Leaders) are the most trusted when it comes to
shopping online.
https://wwd.com/beauty-industry-news/beauty-features/chinas-top-10-beauty-influencers-1234838299
/
China and its livestream business

19. New Social Commerce
features
TikTok
Product links and Live Shopping
● Product Links call out specific
items within a video, so users
can see a product in action and
immediately make a purchase.
● Live-streaming helps
businesses to create bonds
with viewers and capture their
attention in an intimate way that
helps drive conversions.

20. Which UK brands are winning?

21. The importance of
storytelling

22. TIKTO
K
INSTAGRA
M
● Better for polished content
● Aesthetics and filter-based
● Mature platform with lower
organic reach
● Strong Paid Advertising
targeting
● Limited short term impact
of individual posts.
● Higher prices for exclusivity
YOUTUB
E
● Authentic and relatable
content
● Sub-layers of
references (TikTok Alt)
● Trend led content great
for staying relevant with
Gen-Z and Millennials
● Better for longer forms
of content, unboxing,
tutorials etc
● Good for boosting SEO
● YouTube Shorts: similar
to Instagram Reels
● Higher production costs
and therefore higher
CPM
Each social media has
its own personality
42% of campaigns we run 31% of campaigns we run
27% of campaigns we run

23. No matter if you are on TikTok, Instagram Reels
or YouTube Shorts, DON’T MAKE ADS. Create
enjoyable content that a user would genuinely
share to friends and family. You want to achieve
organic reach and UGCs.

24. Don’t sleep On…
UGC Content
When running an influencer commerce focussed campaign especially
on TikTok consider:
- Hashtag challenges with prizes
- Branded hashtag
- These help to increase authenticity and organic UGC
decreasing cost per acquisition.
The comment section

25. Be Fast
It’s crucial that your mobile
website loads fast. You
have less than 3 seconds
before the user will close
the page!
Influencer Commerce Do’s
Track everything
(ROI Analysis)
UTM
Parameters
Promo codes
Dedicated landing pages
Bundles
A nice digital
shop
Touch ‘n feel is super
important for
user-experience and
purchase behavior.

26. Influencer Commerce Takeaways

27. Native content
matters
Let content creators guide
you on the creative
process.
Influencer Commerce
takeaways
Read comments and listen
to customers. Comments
on social media can be
your real-time focus group
and
totally free survey.
Pick the right
platform and
niche
Social listening
Don’t focus only on the
influencers’ metrics.
Analyze also their
demographics.

28. Don’t be
afraid to
experiment
The best way to now what
works for your brand is
experimenting with different
influencers, content and
platforms.
Influencer Commerce
takeaways
NO
Scripted Content
The more authentic and
relatable, the better!
Re-used
content
Don’t re-use YouTube content,
cut it in vertical and upload it
on TikTok, it won’t work -
instead, shoot natively for
TikTok and create dedicated
short-form videos for
instagram reels.