Social commerce takes off again

[bappy8]

The big players see this too, of course, and are now busy optimizing the targeting options based on their own data in order to offer marketers new/expanded options to reach the right audience. For example, Snapchat recently announced new (automated) ad targeting features . And Facebook is also focusing more on features such as automated targeting expansion .

As more and more brands are reaching the limits of their last-click conversion model on Google , social commerce is a very interesting development. Why? Firstly, because social media has taken off in times of corona, and with it the number of consumers who make purchases via social media. Secondly, because social media is very scalable due to its enormous number of users and wealth of data. Google Ads in particular is based on pull marketing; very competitive in terms of costs per conversion, but limited in terms of scalability. The social media platforms can scale up quickly and far with, for example, look-a-like audiences and their push-oriented approach. And, thirdly, social media has the unique ability to link inspiration to commerce . Conclusion: next year, too, we will be bombarded with social commerce features .

Pink shopping cart with Instagram like button illustrating social commerce as a social media trend

4. TikTok the new scapegoat
Just like in 2021, I don't expect much spectacle between the giants. The landscape seems to be phone number list quite crystallized and it is increasingly difficult for entrants to reach a critical mass. TikTok will undoubtedly continue to grow and Facebook will have an increasingly difficult time among certain target groups, but that's about it.

It is interesting whether emerging platforms such as Reddit and Twitch can really compete with the big ones . In recent years, Facebook has consistently been the scapegoat in the tech industry due to its size, not always unjustly of course. But in recent months we have seen very clearly that Zuckerberg has acquired another scapegoat. Whether he is happy about it, we can doubt, but the world has found a new tech scapegoat in TikTok, against whom the lawsuits are piling up.