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Social commerce is a performance channel, not a “nice-to-have”. According to marketing expert Julia Greven, success today depends on: targeting the right audiences, showing products in use (tutorials/UGC), and building teams that keep learning – designed omnichannel, driven by measurable results.
“A product sells best when shown in use – not just in the box.”
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Three practical tips for retailers
Bring in young talent Rely on digital natives with social media expertise. They understand platform mechanics, produce content quickly and analyse data. Even on a small budget, this delivers professional brand-look content.
Match channels to your audience Not every platform suits every product. What matters is where your audience spends time. Analyse user groups and create tailored campaigns and formats.
Show products in action Demonstrate products in realistic use – short videos, tutorials, inspiring storytelling. This builds closeness, authenticity and purchase intent (with clear CTAs/shop links).
How-to – implementing Social Commerce (5 steps)
Define goals & KPIs
Choose 1-2 key KPIs per funnel stage (awareness: watch time; consideration: CTR/saves; conversion: add-to-cart (ATC)/ROAS). Clarify legal basics (labelling, music rights, UGC permissions).
Set up a mini-studio & brand framework
Smartphone, lights, microphone, tripod; vertical video and on-screen text in line with brand guidelines.
Create formats & an editorial plan
Recurring formats such as a “3-step tutorial”, before/after, “3 mistakes to avoid”. Define hooks, CTAs, shoppable links/UTMs.
Produce, publish & activate UGC
2-3 short videos per week; creator briefings & approvals; captions with relevant keywords plus alt-texts.
Measure, iterate & scale
Dashboard (watch time → CTR → ATC/ROAS), A/B tests (hook/thumbnail/CTA); reuse best performers as ads and at the point of sale.
Julia K.M. Greven has worked in marketing for more than 25 years. With her agency philla BrandXitement, she supports companies in brand building, communication and retail activation. As co-founder of LiveShopping4U, she is also an expert in Social Commerce, live shopping and sales-driven video content.
What is Social Commerce?
Selling and advising directly on social platforms – content, community and checkout combined (shoppable content, DMs, live shopping).
Which content performs best?
Tutorials/how-tos, before/after, UGC and creator collaborations – always with clear CTAs and product links.
How can I start on a small budget?
Set up a smartphone mini-studio, produce 2–3 short videos per week, and focus on one core KPI per stage (awareness: watch time → consideration: CTR/saves → conversion: ATC/ROAS).
