WARC白皮书

Community Commerce: An Emerging Opportunity

Introduction

WARC, in partnership with TikTok and Publicis Groupe, conducted a comprehensive study to explore the role of social communities in influencing purchase decisions. The research involved a global survey of 2,230 consumers across 11 markets, including the United States, Canada, Brazil, and others. Additionally, 18 marketing leaders were interviewed, and secondary expert reviews were conducted.

Key Findings

1. Community Commerce as an Emerging Opportunity

   • Social Media's Role: Social media platforms, particularly TikTok, YouTube, Facebook, Instagram, and Snapchat, are increasingly used for product discovery and purchase.
   • Pandemic Impact: The pandemic has accelerated the shift to digital, making a strong social media presence essential for brands. 78% of consumers now spend more time interacting with brands on virtual social channels, with higher agreement among younger consumers.
   • Purchase Behavior: On average, 85% of consumers have made a purchase after seeing a product advertised or reviewed on social media. This ranges from 94% in Indonesia to 78% in France.

2. Discovery and Inspiration Disrupt the Path to Purchase

   • Non-Linear Journeys: The traditional path to purchase is being disrupted by spontaneous discovery and inspiration.
   • Technologies for Seamless Experience: Brands need to leverage technologies that facilitate a seamless community commerce experience.
   • Opportunities Across Categories: Every product category has potential for conversion, with beauty, clothing, and accessories leading the way. Luxury and automotive sectors are also capitalizing on these opportunities.

3. Propelling Purchase Decisions

   • Community as a Force: Community commerce provides a space for creators and brands to build high levels of engagement, driving inspiration and purchase.
   • Creator Influence: Creators boost discovery, motivate customers to try new products, and help make brands relatable.

4. New Ways to Tell Brand Stories

   • Rise of Content Creators: The role of content creators in social commerce is growing.
   • Platform-Specific Strategies: Staying true to the nature of each platform is crucial for success.

Summary of Themes

• Accelerated by Pandemic: The shift to digital and social media has accelerated the adoption of community commerce.
• Engagement and Authenticity: Brands need to create authentic and engaging content to capture and retain audience attention.
• Opportunities Across Categories: Every product category can benefit from community commerce.
• Influencers and Creators: Creators play a significant role in driving discovery and purchase decisions.

Case Studies

• Little Moons: Successfully integrated community commerce strategies to enhance engagement and sales.
• Habit: Utilized social media effectively to drive purchase decisions and brand awareness.

These insights highlight the importance of community commerce in today's digital landscape, emphasizing the need for brands to adapt and innovate to stay relevant and competitive.