A whitepaper by WARC

From discovery to purchase:

The role of community
commerce
© Copyright WARC 2021. All rights reserved.
 INTRODUCTION AND METHODOLOGY 2

Introduction by WARC
At WARC, we aim to place facts at the heart of decisions to enable more effective marketing. A major theme
of our 2021 content has been the rising importance of a media ecosystem in which audiences can go from
product discovery to purchase with little more than a click or tap, and the major implications it has for media
planning.

This report, produced in partnership with TikTok and Publicis Groupe, aims to explore the role that social
communities play in influencing purchase decisions.

The whitepaper is based on a three step workflow:

1.
A global survey of 2,230 consumers across 11 markets inclusive of UK, France, Germany, Italy, Spain,
US, Canada, Indonesia, Saudi Arabia, UAE, Brazil. Survey criteria are based on those using at least
two social media platforms weekly and 18-45 years old. Social media platforms included: TikTok,
YouTube, Facebook, Instagram, Snapchat and Kwai for Brazil only.

2. 3.
One-on-one interviews with 18 marketing Secondary expert review of the latest best
leaders across advertisers and agencies. practice on WARC and existing proprietary
research.

© Copyright WARC 2021, All rights reserved.

 CONTENTS AGENDA 3

Contents
Introduction by WARC 2 Chapter 3
Industry experts interviewed for this report 4 Propelling purchase decisions 19
Summary of themes 5 The impact of community commerce on decision making 20
Social communities driving purchase 21
Chapter 1 All categories are impacted by the collapse of the funnel 22
Community commerce as an emerging opportunity 6 The immediacy of livestreaming 23
Social media offers new ways to engage audiences 7 The industry view 24
Impact of the pandemic on shopper behaviour 8 Chapter takeaways 25
Social communities as ‘sticky ecosystems’ 9
Chapter 4
This equates to a major test and learn phase 10
New ways to tell brand stories 26
The industry view 11
The rise of content creators 27
Chapter takeaways 12
The uniqueness of community 28
Chapter 2 Staying true to the nature of the platform 29
Discovery and inspiration disrupt the path to purchase 13 The industry view 30
Adapting to behaviours where journeys are no longer linear 14 Chapter takeaways 31
Stimulating attention to drive outcomes 15
Chapter 5
Importance of creativity in capturing your audience up front 16
How can these learnings be applied in practice? 32
The industry view 17
Brand owner view 33
Chapter takeaways 18
What does this mean for brands moving forwards? 34
Case study: Little Moons 35
Case study: Habit 36

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 INDUSTRY EXPERTS 4

Industry experts interviewed for this report

Amy Lanzi Jonathan Lewis Jones Ryan Hartsfield Emmanuel Marques Ali Amarsy
EVP, Managing Director, Director, VP, SVP,
North America Commerce Publicis Commerce Social Media, Customer Engagement, Global Product Strategy Lead,
Practice Lead Monster Energy Disney Parks Experiences Publicis Commerce
at Publicis Groupe and Products

Nikhil Rao John Dillon Kevin Shapiro Jeremy Cohen Daniela Mercado
Senior Director of Marketing, Executive VP, Senior Vice President, VP, Head of Media Mobile Marketing,
Mondelēz SEA Chief Brand Officer, US Marketing – Head of Global Content Samsung Electronics
Denny’s Consumer Beauty, Partnerships, America
Coty Publicis Groupe

Helen Lin Cristina Lawrence Uwe Roschmann Krinio Christaras Amrita Randhawa
Global Chief Digital Officer, EVP, Managing Director, Head of Media & Consumer CEO,
Publicis Groupe Marketing Strategy & Digitas Pixelpark Germany and Experience MENAP, Publicis Groupe
Social Discipline Lead, Head of Social Commerce, Mondelēz International South East Asia
Razorfish Publicis Groupe Europe

Jorge Ruiz Nadine Zeitoun Ray (Jiayi) Cao

Head of Marketing Science, Media and Digital Marketing Managing Director,
TikTok Specialist, Global Head of Product
Nestle Middle East Strategy and Operations,
TikTok

© Copyright WARC 2021, All rights reserved.

 5

Summary of themes

Chapter 1 Chapter 2 Chapter 3 Chapter 4

Community Discovery and Propelling purchase New ways to tell

commerce as an inspiration disrupt the decisions brand stories
emerging opportunity path to purchase

Community commerce, a type Social media has disrupted the To maximise opportunities, Community is a powerful force in
of social commerce which sits at purchase journey, which is now brands must make the most of social commerce, and community
the intersection of community, led by spontaneous discovery and technologies that facilitate a commerce in particular, providing
shopping and entertainment, has inspiration, and no longer follows seamless community commerce a space where creators and
been accelerated by the ongoing the traditional path. experience. brands can build the high levels of
shift to digital in our lives. engagement that drive inspiration
Every moment on a platform is All product categories have the and purchase.
With the right approach, brands can an opportunity for conversion, potential to convert audiences:
fit seamlessly into the social media and authentic creativity is key beauty, clothing and accessories Creators boost discovery, motivate
experience, and those who are to attracting and retaining the led the way, and now luxury and audiences to try new products, and
willing to test and learn are already audience’s attention. automotive are also maximising help make a brand relatable.
reaping the rewards. opportunities.

© Copyright WARC 2021, All rights reserved.

 6

Chapter 1

Community
commerce as
an emerging
opportunity

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 7

Social media offers new The convergence of community and commerce

ways to engage audiences

As social media’s popularity and influence continues to grow, community
t Com
commerce is rapidly evolving to provide an innovative, effective and fast-paced
way for brands and retailers to sell direct to consumers in the space.
n

Conte

m
uni ty
Social commerce, a broader term, describes the fast-growing retail opportunities
and solutions presented by social media, often involving mechanics such as paid
display media and one-way activation dynamics.

Community commerce, by contrast, is a narrower definition that specifically speaks Community

to the notion of entertaining, compelling content that just happens to feature commerce
brands. It is creator-driven, word-of-mouth marketing that has taken over the TikTok
platform and injects a new opportunity into content creation on social that is more
authentic to its environment.

There is huge potential for brands to engage audiences as they congregate around
particular interests, trending hashtags or creative stories. By infiltrating these
communities, brands can offer consumers a genuine value exchange.

om c

e
Consumers head to certain social platforms for entertainment and discovery,

C
cultivating a playful and curious mindset that creates a powerful space for brand
communications, placed right at the intersection of creator content, community and me r
traditional social commerce.

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 8

Impact of the Those who have ever purchased a product or service after
seeing it advertised or reviewed on social media
pandemic on
shopper behaviour 100%
94%
91%
87% 87% 86% 85%
The pandemic has shifted more and more of 82% 81% 80% 79%
80% 78%
our daily activities online, so that a social media
presence is no longer optional for brands, it’s a
necessity.
60%

Based on our research, 78% of consumers are now

accustomed to spending more time interacting with
40%
people and brands through virtual social channels,
and this behaviour is here to stay. Agreement was
universal across demographics and highest among
20%
older consumers, reaching 81% for 35-45s and 73%
for 18-24s.

This increased online presence is leading to shifts in 0%

buying behaviour.

Social commerce is developing at warp speed: on

average 85% have purchased a product or service
after seeing it advertised or reviewed on social
media. This number is high globally, ranging from
94% in Indonesia to 78% in France.
G1. Have you ever purchased a product or service after seeing it advertised or reviewed on a
G1. Have you ever purchased a product or service after seeing it advertised or reviewed on a social media platform?
social
Base: all respondents, n= 2,230. Platforms media
included: platform?
TikTok, Base:
YouTube, all respondents,
Facebook, n= 2,230.
Instagram, Snapchat Platforms
(Kwai for Brazil). included: TikTok, YouTube,
Facebook, Instagram, Snapchat (Kwai for Brazil)

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 9

Social Openness to shopping on social media

communities  Strongly agree   Somewhat agree

78%

as ‘sticky
80%

72% 72%

ecosystems’ 60%

36% 33% 32%

Social platforms have become “huge, sticky
ecosystems”, observes Helen Lin, Global Chief
Digital Officer, Publicis Groupe. They bring 40%

together opportunities around content, marketing

and commerce as well as customer service.

The interaction between community, shopping and

20% 42% 39% 40%
entertainment puts consumers in a more receptive
state, with the best content creating an emotional
trigger that makes people want to participate and
be part of the groundswell, whether by posting,
engaging or purchasing. 0%

I like the option of I find it convenient There should be

Users congregate around shared interests that clicking on products to shop on more opportunities
transcend age groups and demographics, and brands I’ve seen on social media platforms to shop on
social media platforms social media platforms
can take advantage of this. and buying them
then and there

G3. To what extent do you agree with the following statements about shopping on social media platforms?
Base: all respondents, n= 2,230. Platforms included: TikTok, YouTube, Facebook, Instagram, Snapchat (Kwai for Brazil).

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 10

This equates to a major

test and learn phase
On TikTok, 80% of users say the platform helps them get ideas about
brands and products they’d never thought of before, and this extra boon is
accelerating consumer migration online.

Brands, platforms and creators have responded by speeding up

developments that make the most of community commerce opportunities.

The key for brands is to be willing to test and learn in a fast-changing

environment. A successful approach to all types of social commerce is
one that combines experience and transformative tech with the tools and
capabilities to iterate rapidly.

Crafting a successful community commerce strategy will also require many

brand owners to make a shift away from the kind of control-centric marketing
approach that has become commonplace and instead prioritise influence,
with the involvement of creators.

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 11

The industry view

TikTok is a fun place to continually test and learn. Its algorithm Like many companies, we saw and benefitted from the
is identifying the customer and finding the right people to shift to online and increased our spend to reflect the
reach. But the same algorithm that helps a post to go viral can increased penetration of e-commerce, because we know
make it fall flat, so we are all learning. that’s where the consumer is.
Ryan Hartsfield, Director, Social Media, Monster Energy Kevin Shapiro, Senior Vice President, US Marketing –
Consumer Beauty, Coty

The intersection of community, shopping and entertainment is what’s Development for the social platforms has sped up, not just to
really different about TikTok. I can move from being entertained by bring fully functional new features, but also to test and learn
my favourite creators into a shopping moment – or telling my friends a lot more aggressively than in the past. We as consumers
about it or sharing it – pretty easily. have been conditioned to make purchases as seamlessly
Amy Lanzi, EVP, North America Commerce Practice Lead at and as quickly as possible, and social has done a great job of
Publicis Groupe facilitating those interactions.
Jeremy Cohen, VP, Head of Global Content Partnerships,
Publicis Groupe

© Copyright WARC 2021, All rights reserved.

COMMUNITY COMMERCE AS AN EMERGING OPPORTUNITY 12

Com
nt

Conte

m
Chapter takeaways

unity
Community
commerce

1.
The pandemic has accelerated online activity, and
om c

e
C
consumers increasingly want and expect to be able to shop me r
on social.

2.
Boundaries between community, shopping and
entertainment are blurring, making social media a space
where brands can fit seamlessly into the experience.

3.
Social commerce is in a fast-moving test-and-learn phase
for both brands and platforms, favouring those who are
willing to experiment.

© Copyright WARC 2021, All rights reserved.

 13

Chapter 2

Discovery and
inspiration
disrupt the path
to purchase

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DISCOVERY AND INSPIRATION DISRUPT THE PATH TO PURCHASE 14

Adapting to Paths to decision making in CPG vs. automotive

behaviours where
journeys are no
Make Make
Purchase Purchase

longer linear Receive Compare Receive Compare

trigger contenders trigger contenders

As Amrita Randhawa, CEO of Publicis Groupe South East

Asia, explains: “The linearity of the shopper journey has
completely come into question. To my mind, there is no
such thing because discovery, research and purchase can
all happen at the same time.” No current Explore No current Explore
need to buy possibilities need to buy possibilities
New research and theory support the idea that a linear
purchase funnel is outdated and inappropriate.

Earlier this year James Hankins authored the Hankins Experience Experience
product product
Hexagon on WARC, which presents a much needed and
flexible model to analyse and optimise the path to purchase,
highlighting how decisions are made differently by CPG Automotive
categories.

Identifying these common pathways and the right platforms

is key to increasing the probability of purchase within your
category.
Source: The Hankins Hexagon: A new practical model for the path to purchase.

© Copyright WARC 2021, All rights reserved.

DISCOVERY AND INSPIRATION DISRUPT THE PATH TO PURCHASE 15

Stimulating Product discovery on social media

attention to drive
77% 77%
outcomes
80%

71% 70%

More than 70% of consumers agree that social media

60%
platforms have inspired them to make purchases, even
when they weren’t looking to shop.

The all-important discovery moment presents a

meaningful opportunity for brands to convert a user to 40%
purchase, whether planned or unplanned. This is where
the power of community again comes into play, driving
engagement and social proofing in a way that stimulates
decision-making. 20%

Social media platforms across the board are inspiring

users, giving them ideas about brands or products they’d
never heard of before and motivating them to find out
0%
more.
Helps me to get Has inspired me Has inspired me Has helped me
ideas about to find out to shop even to decide
On average 77% of consumers say that social platforms brands/products more about a when I wasn’t what to buy
help them get ideas about brands and products they’d I’d never thought product/brand looking to do so
of before
never thought of before. This is higher for TikTok at 80%.

D5. Thinking about [social media platform] specifically, how much do you agree or disagree with the following statements? Base: all respondents, n= 2,230.
Figures represent the average agreement across all platforms surveyed: TikTok, Facebook, Instagram, YouTube, Snapchat (Kwai for Brazil).

© Copyright WARC 2021, All rights reserved.

DISCOVERY AND INSPIRATION DISRUPT THE PATH TO PURCHASE 16

Importance of creativity Image perceptions of authenticity and image

associations with social media platforms
in capturing your
audience up front Relatable

Honest Unique
When every post is just one thumb scroll away from losing a customer,
images and sounds need to have an immediate appeal if they are going to
break through on social media.

The right soundtrack and the right image, delivered in a format that’s native
to the platform, are key to helping consumers discover new products. Brands
Trustworthy Inspiring
should be more visually driven to build trust.

Authenticity for brands means being more human – displaying enthusiasm,

integrity, intention and intimacy. Content can be relatively inexpensive and the
price barrier to entry is low.
Straightforward Creative

Jeremy Cohen, VP, Head of Global Content Unfiltered

Partnerships, Publicis Groupe, says:
“The creative element is what lures a potential customer
in… and is the ultimate determination of success.”  Associate with authenticity as an image statement. (eg: what authenticity means to them). 
 Image statements consumers associate with TikTok. 
 Image statements consumers associate with other social media platforms.

Source: TikTok Marketing Science Understanding Authenticity, Happiness and Joy 2021.
Research conducted by Flamingo Group.

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DISCOVERY AND INSPIRATION DISRUPT THE PATH TO PURCHASE 17

The industry view

Social media is clearly bringing the discovery and inspiration The funnel has been collapsed and impulse buying is at an
phases closer together, and has shown the potential to truly all-time high; people are spending more time on social media
impact the unplanned purchase decisions. platforms, so why not go where the consumer is?
John Dillon, Executive VP, Chief Brand Oficer, Denny’s Ryan Hartsfield, Director, Social Media, Monster Energy

If I have only a few seconds of attention span, the branding Digital commerce has evolved to become a much richer and
needs to work alongside the sales element. You are not going to more exciting experience more akin to shopping in the real world
do social commerce by first doing a 30 second TV commercial – browsing products, recommending them to friends – being able
and then retargeting with a 20% off. That doesn’t exist anymore. to ‘shop the look’ at the click of a button or overlay a virtual sofa in
Uwe Roschmann, Managing Director, Digitas Pixelpark your living room. The possibilities are endless; this is an incredibly
Germany and Head of Social Commerce, Publicis Groupe exciting space where we’ll only see more and more innovation.
Europe Jonathan Lewis-Jones, MD, Publicis Commerce

Social is about the serendipity of discovery; I think that’s Some clients and brands consider us social, but we think we
where social delivers its magic. It’s a highly curated are more about entertainment and discovery. TikTok is a highly
experience and personalised feeds really help that engaging platform, it provides a tangible value to consumers and
discovery. it’s also time well spent. Time well spent with relevant content
Cristina Lawrence, EVP, Marketing Strategy & Social can often lead to unplanned purchases.
Discipline Lead, Razorfish Jorge Ruiz, Head of Marketing Science, TikTok

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DISCOVERY AND INSPIRATION DISRUPT THE PATH TO PURCHASE 18

Chapter takeaways

1.
Social media has disrupted the purchase journey,
rendering the traditional linear model obsolete and opening
up new, more spontaneous behaviours that mean every
moment is an opportunity for conversion.

2.
In the fast, stimulating online environment, social media is
inspiring over 70% of consumers to shop, even when they
aren’t looking to.

3.
Creativity is a key factor in attracting and retaining the
audience’s attention, helping customers to discover new
products and services, and helping brands to stand out
from the competition.

© Copyright WARC 2021, All rights reserved.

 19

Chapter 3

Propelling
purchase
decisions

© Copyright WARC 2021, All rights reserved.

 PROPELLING PURCHASE DECISIONS 20

The impact of
community commerce
on decision making
As social media platforms become a destination for entertainment, information and
commerce as well as connection, the line between content and commerce is being
eroded, leading to more spontaneous and unplanned purchases.

Decision making can be classified in different ways:

A planned purchase is a purchase that has been considered and often determined
before entering the buying environment, on either a broad or narrow level of planning
(e.g. on brand, sub-category or category level).

An unplanned purchase is made without advance planning after cognitive evaluation

of the purchase rationale and is a result of exposure to product stimuli, which have
reminded the shopper about habits, wants or needs.

An impulse purchase is made without advance planning with high emotional activation Planned Unplanned Impulse
and lack of cognitive deliberation driven by overwhelming force from the product that
can be explained by the hedonic nature of the purchase. purchase purchase purchase
Community commerce naturally lends itself to more emotional reactions. The nature
of the content – which often focuses on human interaction, a clear sense of time and
place, and meaningful relationships – has the potential to drive immediately impactful
behaviour. The nature of engagement and stimulation through community commerce
presents a powerful opportunity for brands looking to achieve growth via unplanned
purchases.
Source: Definitions of planned, unplanned and impulse purchases from QuickTok: TikTok as a place of Unplanned & Impulse
purchases

© Copyright WARC 2021, All rights reserved.

 PROPELLING PURCHASE DECISIONS 21

Social communities Planned, unplanned and impulse purchases

on social media
driving purchase 80%

63%
60%

Social media can now offer a seamless experience that takes brands
from discovery to purchase with the scroll of a thumb, without leaving the 40%

platform. Users increasingly expect and demand the immediacy of 23%

this option.
20% 14%

0%
Our recent global survey showed that across social media platforms, Planned Unplanned Impulse
on average just 14% of purchases were planned, in contrast to 63% for
unplanned or 23% impulse. This demonstrates the clear impact of social
environments on driving results. How online purchases were made, after seeing
This again points to the opportunities for brands looking to leverage the product on a social media platform
communities in order to sell products. By engaging the audiences and
80%
collaborating with creators, brands aren’t just placing themselves in front
66% 64%
of people anymore, they’re becoming part of communities, and that drives
60%
action.
40%
Ease of conversion is also key to this success, and brands are working with 29%
platforms to make the purchase process as seamless as possible in order to 20%
keep improving results. Beyond capturing consumers’ attention, platforms
are also focusing on their storefront propositions to enable brands to 0%

maximise the opportunities for native commerce. I bought something I bought something I bought something
online via a shopping online via the brand’s directly from
website or app own website or app the platform

D9. Thinking about the last product you bought in the [CATEGORY NAME] category, please rate how much you agree or disagree with the following statements?
Base: all respondents who bought a product online in the beauty & personal care, food & drink, luxury, automotive/cars, and fast food categories, n= 536.
D2. You mentioned that you bought something on [social media platform] online. Thinking about the product(s) you bought, which of these have applied?
Please tick all that apply. Base: those who have bought something they saw on [social media platform] online: n=1,539. Figures represent the average
agreement across all platforms surveyed: TikTok, Facebook, Instagram, YouTube, Snapchat (Kwai for Brazil).
© Copyright WARC 2021, All rights reserved.
 PROPELLING PURCHASE DECISIONS 22

All categories Channels for brand/product discovery on TikTok

are impacted by  Video on the ‘For You’ feed  A TikTok challenge

the collapse of  Trending video

 Video from popular creator/influencer
 Video from profiles you follow
 An ad
 A tutorial or how-to video
 Video from particular brand/company

the funnel 35%

Clothing, accessories, beauty and personal care are the 35% 33%
34%
33%

most frequently bought categories following discovery on 30%

31%
30%
30% 29%
a social media platform. However, higher value items such 28%
27% 27% 27% 27%
28% 28%
26%
as luxury goods and automotive are also well-suited to the 25% 23% 23% 23%
discovery phase, which builds the conversation within a 21%
22%
20% 20% 20%
community, and then goes on to encourage in-store visits or 20%
offer test drives.
15%
Discovery patterns on TikTok vary between age groups: 35-45
year old consumers are more likely to discover consumer 10%

electronic brands, while luxury and automotive brands are

5%
most likely to be discovered on TikTok by the 25-34 age
group. 18-24 year olds are more open to social discovery of 0%
clothing/accessories, gaming, and fast food brands than older Food & drink Luxury products Automotive/cars
consumers.

We make purchasing decisions differently by category. Food

and drink are more likely to inspire unplanned purchases, with
TikTok’s For You feed and trending videos playing the biggest
role in discovery. For higher value luxury products, videos from
popular creators play the major part in decision making. D7. Which of the following on TikTok led you to discover more about these categories? Please select all that apply.
Base: those who have discovered new brands/products in the food & drink, luxury and automotive/cars categories; n= 989 food, 461 luxury, 303 automotive/cars.

© Copyright WARC 2021, All rights reserved.

 PROPELLING PURCHASE DECISIONS 23

The immediacy Consumer opinion on

livestream shopping
Global, livestream consumption
Frequently watch livestreams of influencers,
of livestreaming  Strongly agree   Somewhat agree
% of internet users

60%
Livestreaming is still in its infancy in most parts of 100%

the world, but consumers are already demonstrating

a preference for this approach, which represents 84%
82%
the ultimate shortening of the funnel. 80%
45%
70%
Creators play a vital role in this key driver of shoppable 40%
36%
media growth. Live shopping integrates live product 60%
37%
demonstrations, live Q&As, time-limited price
34% 29%
promotions, live negotiations, and instant ordering.
40% 23%
Of those who have made a purchase from a
20%
livestreaming event on social media, 84% agree 17%
that livestream shopping provides opportunities 15%
48% 45%
to buy limited collections and editions; 82% find it 20%
36% 8%
convenient, and 70% prefer livestream shopping to 6%
other types of social media shopping.
0% 0%
Livestreaming needs to be adapted for different Lifestream I find it I prefer India China Brazil US France UK Germany
shopping convenient livestream
markets, adjusting to focus on relevant elements like provides to be able to shopping to
opportunities shop during other types of
entertainment, rarity or scarcity. Local and cultural to buy limited livestream social media
collections / shopping events shopping
preferences have a significant impact on the types of editions
entertainment and retail opportunities that resonate
best with customers. G5. To what extent do you agree with these statements about Livestream shopping on Note: Based on survey of internet users aged 16 to 64 across seven countries (Brazil, China,
social media? Base: those who have bought a product from a Livestream shopping even France, Germany, India, UK and US). (n=8,001) September 2020. Question: Do you watch live
on social media, n= 1,066. Platforms included: TikTok, YouTube, Facebook, Instagram, streams from influencers on social media?
Snapchat (Kwai for Brazil). Source: GlobalWebIndex, WARC Data.

© Copyright WARC 2021, All rights reserved.

 PROPELLING PURCHASE DECISIONS 24

The industry view

It’s hard for me to think about a category not well suited to Livestreaming epitomises the emotional aspect of social
social media. It’s really a matter of looking at how: whether, for commerce. It’s about being part of a community and a
example, visuals or video work best for a particular product. groundswell and it creates urgency, so really it’s a marketer’s
Kevin Shapiro, Senior Vice President, US Marketing – dream in terms of bringing together discovery and conversion.
Consumer Beauty, Coty Helen Lin, Global Chief Digital Officer, Publicis Groupe

Beauty and fashion are definitely leaders in social media. They Consumers now expect instant gratification when a purchase
have done an incredible job, and because of the success that decision has been made; the key risk to a brand is if that
they have seen, the more expensive brands are following. decision to purchase is not followed by a seamless checkout
Daniela Mercado, Head of Media Mobile Marketing, experience. The pandemic will end at some point, but consumer
Samsung Electronics America habits and expectations born out of COVID will persevere; social
platforms recognise this new reality and are at the forefront of
delivering intuitive, seamless shopping experiences for brands
and consumers.
TikTok humanises the shopping experience. It invites users to be Jeremy Cohen, VP, Head of Global Content Partnerships,
part of a moment. Sometimes it’s illogical and that’s fine – why Publicis Groupe
should it be logical? It’s people-based marketing. We see everyday
people have the power to influence shopping behaviour all the
time on the platform and that’s what makes this truly unique.
Jiayi (Ray) Cao, Managing Director, Global Head of Product
Strategy and Operations, TikTok

© Copyright WARC 2021, All rights reserved.

 PROPELLING PURCHASE DECISIONS 25

Chapter takeaways

1.
Social media’s role as a connector makes it an ideal place
for brands to reach their audiences. Consumers are open
to commerce and the unplanned, serendipitous element of
social discovery thrives when brands facilitate a seamless
purchase experience.

2.
The success of the social commerce pioneers is
broadening the type of brands that actively pursue retail on
the platforms. Where beauty, clothing and accessories led
the way, luxury and automotive are following.

3.
As technology and marketing techniques become more
sophisticated, livestreaming is taking off as a way to
inspire audiences by combining commerce, entertainment
and community in an interactive experience.

© Copyright WARC 2021, All rights reserved.

 26

Chapter 4

New ways
to tell brand
stories

© Copyright WARC 2021, All rights reserved.

 NEW WAYS TO TELL BRAND STORIES 27

The role of Consumer opinion on

content creators
Types of content creators
interested in
content creators
Content creators play a vital role in social commerce. I have discovered new products while
watching content creator videos
78% I find ordinary content creators more
72%
They boost product discovery (78%), educate and interesting than celebrities

inform (76%), and inspire their audiences to try new

products (73%).
I find out useful information
from content creators about 76% I'm interested in watching content
69%
The most authentic and organic commerce is driven products brands
creators who have their own products
by creators, who are considered more interesting than
celebrities by 72% of respondents. However, the size of
I pay more attention to
their following still plays a role, with 62% claiming that I like learning about new products
from content creators
75% content creators that have a 62%
they pay more attention to content creators with a large large following
following.

In response, social platforms are introducing new tools. I enjoy being

Developments in affiliate marketing, and new storefronts
Content creators have inspired
me to try new products 73% a content creator myself
59%
that allow creators to sell merchandise through their
own channels, are helping creators to monetise their
personalities and the followings they have built. I find it useful when content
creators talk about brands
72%
It is vital for brands to build a meaningful relationship with
creators, allowing them the freedom to express the unique,
authentic voices their followers expect. Creators know the
platform best and will find their own way to make a brand
relatable.

For more read: CC1. Thinking now about content creators, to what extent do you agree with the following statements?
Base: all respondents, n= 2,230. Figures represent the average agreement across all platforms surveyed: TikTok, Facebook, Instagram, YouTube, Snapchat (Kwai for Brazil).
The WARC Guide to brands and the creator economy Based on those that ‘Strongly agree’ or ‘Somewhat agree

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 I feel brands support the community when...
37% NEW WAYS TO TELL BRAND STORIES 28
36% 35%
33%
30%

The uniqueness of Sense of community – agreement across platforms

They teach me They give me They make They demonstrate They invent new
something information about content that I find what they stand trends, memes
what they do funny for in t heir and challenges
content

community This platform inspires me to try new things in

real life (e.g. hobbies, activities, recipes etc.)

Brands have been highly democratised by social media, meaning that users
can become fans and evangelists on a grand scale – although it can leave Browsing content on this platform helps
them exposed to criticism if they are seen as inauthentic. me feel close to the latest trends, memes and
challenges
Building a sense of community around your brand, with and without creators,
will open it up to a much wider, more committed audience. This is true of
Conversations and comments on this
established brands like Nike and Lululemon as well as new e-commerce
platform feel open for anyone to join
start-ups.

The way for brands to build a community is to support and educate followers:
The wide variety of things to do makes it easy
make funny and entertaining content, demonstrate what you stand for, invent to feel part of this platform community
new memes and challenges, and share information.

Across platforms, 70% say that conversations and comments feel open for
I feel part of a network of people with shared
anyone to join, and 68% of users say that they feel part of a network of people interests on this platform
with shared interests. TikTok’s unique sense of community means that 74% of
its users agree that browsing content on the platform helps them to feel close
to the latest trends, memes and challenges, compared to the average of 71%. I feel I can be honest and genuine on this platform

Community is the new version of word-of-mouth, and the opinions of your

fellow followers can boost or block sales. Belonging, information-sharing My connections with other people on this
and demand for a product are all stimulated by the powerful influence that platform feel meaningful

community can wield.

M1. When you spend time on [social media platform], to what extent do you agree with the following statements? Base: all respondents, n= 2,230.
Figures represent the average agreement across all platforms surveyed: TikTok, Facebook, Instagram, YouTube, Snapchat (Kwai for Brazil).

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 NEW WAYS TO TELL BRAND STORIES 29

Staying true to Words that fit with TikTok

the nature of the

platform Happy

Brands and creators are at their most successful Inclusive Joyful

on social media when they fit authentically into the
environment by creating bespoke, tailored content
that feels native on the platform. If they remain in
step with creators and communities, brands can
Creative Authentic
build a strong competitive advantage.

For example, TikTok is seen as more joyful than other

platforms – its top five rated attributes are creative,
joyful, happy, inspiring and original – and its audiences
expect to see content that fits with these values. Energising Original
By remaining true to the spirit of the community and
allowing an unfiltered energy to shine through, brands
can spark collective participation.
Relatable Inspiring

P1. Which, if any, of these words and phrases do you think fit with TikTok? Select all that apply. Base: all respondents, n= 2,230.

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 NEW WAYS TO TELL BRAND STORIES 30

The industry view

The role of content creators and influencers is paramount to what Feeling you belong to a community and are part of a bigger
we do. Keeping it real, keeping it genuine, keeping it authentic. At conversation creates an emotional trigger for people to start
the same time the creative should be based in that community. that purchase. On every TikTok there’s a button that says ‘join.’
Don’t do ads, do stories. That’s really the magic we see and that’s You should not waste that opportunity.
why platforms like TikTok have the ability to enable brands to get Helen Lin, Global Chief Digital Officer, Publicis Groupe
back to being creative and telling stories.
John Dillon, Executive VP, Chief Brand Officer, Denny’s

I see content creators as equal partners with the brand On TikTok, people think like creators, so they are doing the
and the agency. It can be a lot to ask of a CMO to give up dances, they are doing the challenges, they are being exposed to
control, but a good creator will take on board the scale of the new music. I think that brings a lot of positivity and uplifts moods
responsibility to a brand that has been built over the years. and mindsets. Brands can tap into these active consumers: chat
Ali Amarsy, SVP, Global Product Strategy Lead, threads are massive, they are almost exponential compared to
Publicis Commerce other platforms.
Ryan Hartsfield, Director, Social Media, Monster Energy

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 NEW WAYS TO TELL BRAND STORIES 31

Chapter takeaways

1.
Creators are invaluable for driving the engagement that
facilitates community commerce. They boost discovery,
inspire their audiences to try new products, and make a
brand relatable.

2.
Community is the new version of word of mouth, making
it a powerful force for all types of social commerce.
Authentic content will build the credibility of both brand and
creator, while growing engaged communities.

3.
TikTok is associated with joy, and the best content will
foster this feeling, allowing creators the freedom to express
themselves in a way that suits their personalities as well as
the values of the platform.

© Copyright WARC 2021, All rights reserved.

 32

Chapter 5

How can these

learnings
be applied in
practice?

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HOW CAN THESE LEARNINGS BE APPLIED IN PRACTICE? 33

Brand owner view

For awareness, TikTok’s algorithm is surpassing everything else, It’s important to have a seamless experience that means
it’s so smart in the way it expands your exposure to things you having the least disruption possible between seeing the ad
didn’t know and never knew you needed, like the TikTok yoga and buying the related product. The ease of shopping – one
pants. On other platforms, the algorithm shows you more of what click and you buy and you’re done – that’s as critical in your
you’ve seen and engaged with already, whereas TikTok becomes marketing as being targeted and contextually relevant.
more of an exploratory platform. Emmanuel Marques, VP, Customer Engagement, Disney
Ryan Hartsfield, Director, Social Media, Monster Energy Parks Experiences and Products

We need to remember that people don’t go on social to purchase, Influencers are really important because they each have their own
they go to interact, to check on their friends and favourite reason for loving our brands. It’s fun to discover why someone is
celebrities, to engage with content and follow their interests… With using our products, and we like to elevate and share those voices
great content, be it UCG, the use of influencers, or brand content of discovery because they are authentic and true.
that’s fit for the platform, you give them a great experience, and Kevin Shapiro, Senior Vice President, US Marketing –
through that you give them that opportunity to buy. Consumer Beauty, Coty
Krinio Christaras, Head of Media & Consumer Experience
MENAP, Mondelēz International

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HOW CAN THESE LEARNINGS BE APPLIED IN PRACTICE? 34

What does this mean for brands

moving forwards?
1. 6.
Determine what percentage of your campaign is going to be Allow content creators the freedom to share your brand in their
shoppable. This will keep the focus on making it happen. own way. Creators are pivotal to the success of a campaign; you
have hired them for their expertise and their audience, so don’t
2.
get in the way of that.
Customers expect to click and buy instantly. With the right
tech stack in place, you will ensure a seamless transition from 7.
discovery to purchase, for optimum conversion rates. Brands must stay true to the nature of the platform. Think about
the best native behaviour on the platform and reflect that in your
3.
own creative execution, in order to hold the audience’s attention.
Social media is a fast-changing environment, and brands need
to move fast too, so forget perfection – it will only hold you back. 8.
Experiment, and learn as you go. Aim for content that is a mix of light-hearted, entertaining,
practical and creates an emotional trigger to make users more
4.
receptive to your brand.
Building a sense of community around your brand opens up
the conversation to a broader, more committed and connected 9.
audience. Consumers go to social for entertainment and inspiration.
Brands that reflect this will create meaningful discovery
5.
moments.
Align with the right content creators, based on the audiences
you want to reach. 10.
All brands have potential to be successful in community
commerce, but different categories might require different
creative approaches.

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HOW
WHAT
CANWE
THESE
KNOW
LEARNINGS
ABOUT AUDIO’S
BE APPLIED
EFFECTIVENESS
IN PRACTICE? 35

Case study:

Little Moons

Objective: Solution:
Impact:
Little Moons, a Japanese inspired The focus was on compelling and authentic content that, most
ice cream snack, sought to raise importantly, felt native to the TikTok experience, driving awareness
• Led to a 1,300% increase in sales in the UK
mass awareness and engagement and demand for Little Moons products on and off the platform.
with a new young audience. • 6.7 million impressions
With a growing and diversifying audience consuming food content on
the platform, the popularity of Little Moons soared as the community • 137k followers
shared their own creations inspired by the brand.

To reach a wider audience and drive deeper engagement, Little Moons

also ran a one-day-only In-Feed ad which displayed organically in the
For You feed to deliver a short, sharp burst of entertaining exposure.

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HOW
WHAT
CANWE
THESE
KNOW
LEARNINGS
ABOUT AUDIO’S
BE APPLIED
EFFECTIVENESS
IN PRACTICE? 36

Case study:

Habit

Objective: Solution:
Impact:
HABIT is a new beauty HABIT focused on broadening the conversion through TikTok’s
e-commerce brand and its main algorithm, reaching a larger pool of users and helping to optimise • The newly launched campaign garnered nearly
goal was to increase sales of towards the most interested customers. The company kept the 1.5 million impressions with an astounding
their SPF misting sunscreen by conversion campaign, but changed the optimisation event to ’Page 86.67% CVR and $0.66 CPA.
expanding their audience and View’ and performance began to shift.
• HABIT completely sold out of stock and the team
igniting their interest. In addition, HABIT tested an ad format called a ‘Boosted TikToks,’ which had to shift operations on the Nº41 SPF product
allows advertisers to amplify organic content with paid media. This was to make it available on back-order.
the perfect solution for the HABIT team because its organic creative
was already performing well on the platform.

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 37

Who we are About TikTok

At WARC, our purpose is to save the world from Today, we help 75,000+ marketers across 100+ TikTok is the leading destination for short-form
ineffective marketing by putting evidence at the countries. mobile video. Our mission is to inspire creativity
heart of every marketing decision. and bring joy.
Our clients include the world’s leading brands,
We believe that effective marketing is based on advertising and media agencies, media owners, TikTok has global offices including Los Angeles, New
facts and not opinions. research companies and universities – including the York, London, Paris, Berlin, Dubai, Singapore, Jakarta,
top-five largest agency groups and top-five largest Seoul, and Tokyo.
Since 1985, we’ve brought confidence to marketing advertisers in the world.
decisions through the most trusted research, case
studies, best practice, data and inspiration. Learn more about WARC Advisory here. About Publicis Groupe
Publicis Groupe is a global leader in communication.
The Groupe is positioned at every step of the value
chain, from consulting to execution, combining
marketing transformation and digital business
transformation.

Publicis Groupe is a privileged partner in its clients’

transformation to enhance personalization at scale.
Our Offices The Groupe relies on ten expertise concentrated
London New York Singapore Shanghai within four main activities: Communication, Media,
33 Kingsway, 55 W 46th St, 5 Shenton Way, Unit 05-08 Data and Technology. Through a unified and fluid
London, 27th Floor, UIC Building, 31/F Garden Square, organization, its clients have facilitated access to
WC2B 6UF New York, #10-01 968 West Beijing Road, all its expertise in every market. Present in over 100
United Kingdom NY10036 Singapore 068808 Jing’an District, countries, Publicis Groupe employs around 83,000
United States Shanghai 200052 professionals.
China

[email protected] [email protected] [email protected] [email protected]

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