Nearly half of social media users from 18 to 34 years old have participated in social commerce on platforms like Instagram, TikTok and Snapchat, an October study conducted by showed.
Though TikTok doesn鈥檛 have a feature that allows users to buy products, both Instagram and Snapchat have created methods that make shopping easier. On Instagram, the app gave some popular influencers the ability for their follows to buy products off their page with the Checkout on Instagram feature in March. Snapchat gave A-list influencers a 鈥渟hop鈥 button so their followers could keep up with their endorsements.
Currently, Instagram is thinking about getting rid of 鈥渓ikes鈥 on the platform. If they do, it could help social commerce and users potentially stray away from vanity and toward shopping. 鈥淯ltimately, engagement, actual impressions, downloads, saves and other metrics will prevail as KPIs because likes have never truly been an indicator of success,鈥 Danielle Wiley, founder and CEO of the influencer marketing agency Sway Group told in November.
