Content, Commerce & Community…

With deep experience in social platform strategy and monetization our team sits at the intersection of content, commerce, and community. These three disciplines are now closely intertwined and are driving much of the innovation in digital.

Trends:

Community Commerce has emerged as a significant aspect of social commerce, where platforms like TikTok are leveraged for word-of-mouth marketing by creators. Community commerce blends community, entertainment, shopping, and brand messaging and emphasizes authentic connections between brands and consumers by leveraging creators and their communities for product awareness and sales. TikTok users are influenced by platform trends and community-generated content, often leading to spontaneous purchases

The Mash up of Content, Community, and Commerce. The traditional separation of content (information about products), community (customer interactions and engagements), and commerce (the buying and selling of products) is becoming increasingly blurred. Customers expect a seamless experience where they can research products (content), engage with other customers or the brand itself (community), and make purchases (commerce), all within the same digital ecosystem. This integration is challenging due to technology constraints and legacy org structures but it is crucial for creating cohesive customer experiences. Brands like Backcountry.com, Airb&b, Chipotle and Zimba Teeth Whitening demonstrate successful integration by providing comprehensive product details, customer reviews, and community questions alongside the option to purchase, all on the same page

New leadership, new skills. This space is so new that there are only a handful of people with the skills to lead. Finding the right experience to lead your integration and the team to execute it requires a partner with specific relationships and expertise. Content Ink has worked on multiple searches in this space and has their finger on the pulse of what’s next in content, commerce, community and analytics as well as the strategies you’ll need to be successful.

Key takeaway: In the digital age, especially on social platforms, your approach to content, commerce and community will require integration and rethinking of legacy organizational structures and teams in order to foster stronger customer relationships and higher engagement - the key to driving business growth.

Sources:

• Community commerce: The next step of social commerce | Bazaarvoice.

• The Convergence of Content, Community & Commerce | Elastic Path.