Social Media Marketing Engagement Strategy

This PSFK guide is a report on social media marketing engagement that outlines the ways brands and retailers are able to leverage social platforms and creators to engage with their customers, inspire loyalty, and drive purchases.

Executive Summary

Social media has become one of the most important marketing channels for retailers and brands to raise awareness and drive action among their audiences, as it takes an increasingly central role in people’s lives as a way to connect and share. Connected online social platforms are transitioning from places to participate in conversations and build a following into marketing channels, while the addition of new commerce tools and capabilities is transforming them into valuable storefronts to facilitate sales. Simultaneously, the ascension of influencers and creators with large, highly engaged audiences is changing the ways brands and retailers are able to engage with their customers, inspire loyalty, and drive purchases.

Report Overview

It’s an exciting time for retailers and brands to explore the expansive social landscape. This is where a growing number of consumers are spending their time and attention, and increasingly, their dollars. In the following report, the PSFK iQ research team looks at six key strategies in social commerce, bringing them to life for our members with a number of recent examples from the marketplace.

What You’ll Learn In This Report

• How platforms, eager to monetize their users and create opportunities for brands and creators alike, are rolling out a host of new features from shoppable content to marketing dashboards and best-practice guides as a result.
• The new tools that enable influencers of any scale, as well the companies looking to hire them, to generate incremental income through affiliate links, and transform any casual fan or brand ambassador into a valuable sales channel.
• How creators and influencers are taking advantage of the wealth of digital platforms and resources available to build an audience and earn an income.
• How a growing number of digital communities and platforms (Facebook, YouTube, TikTok, Substack, OnlyFans, Pinterest, etc.) rolling out a host of new creator tools and features to facilitate fan engagement, content production and monetization.
• Why brands as well as platforms are very eager to leverage creator cache through affiliate marketing programs, stunt hires, and product collaborations to reach younger, digitally-savvy consumers.

What’s In This Report?

To help our community of retail industry insiders activate on innovation in social media, the PSFK team has built a report that looks at six key trends in social commerce, bringing them to life with a number of recent examples from the marketplace.

This social media marketing engagement report includes:

• 6 strategies that drive both social media marketing and social commerce
• 25 best-in-class examples of innovative social media marketing
• Consumer insights around social media as a purchase driver

Who Prepared This Report?

This social media marketing engagement report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.