"The impact of social-media-driven, algorithmic advertising really can't be overstated. In just the past five years alone, we've seen the advent of TikTok and the total takeover of Instagram: visual venues that have shortened the distance between "seeing" and "buying" to nearly zero. These days, shoppers hardly ever leave their chosen app. This has completely eroded the old rules of e-commerce. Black Friday is in August now and lasts for 100 days. Back to School is all four seasons."
"Pressure campaigns aren't needed here-just a clear vision. It all starts with eye-catching visuals to lower the barrier to entry and create clear differentiation. Next, make it easy to buy. Yes, low prices will help with that, but many brands underestimate other critical factors like security, an easy return policy, reviews, and social proof, all of which younger shoppers demand in the social shopping/mobile-first age."
Social-media-driven, algorithmic advertising has shortened the distance between seeing and buying, enabling shoppers to purchase without leaving apps. TikTok and Instagram have become visual commerce channels that accelerate conversion. Traditional e-commerce calendars and shopper archetypes have eroded as promotions run year-round and customers arrive anytime from any channel. Brands must surround consumers with seamless experiences across every touchpoint — email, SMS, Amazon and Google feeds — so buying opportunities are ready and frictionless. Earning customers now requires understanding evolving shopper needs and communicating clear, benefit-focused value rather than relying solely on discounts. Younger, mobile-first shoppers demand visuals, security, easy returns, reviews, and social proof.
Read at Inc
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