Retailers are always looking for new ways to go where their shoppers are — and where they are is on their smartphones and tablets, a phenomenon that’s led to both an explosion and an evolution of social commerce. Thanks to new capabilities from Instagram, TikTok and other platforms, virtually the entire social experience is now shoppable. Additionally, livestreaming is on a tear, with Coresight Research projecting that the U.S. market will more than triple by 2024, reaching $35 billion.
All these new channels require content — and lots of it — to pique consumers’ interest, contextualize the products and move shoppers toward transactions. This Hit List spotlights five brands harnessing the power of their influencers and product experts, leveraging one-to-one and one-to-many video communications, and social platforms to turn inspiration into conversion.
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