While social media platforms can be some of a retailer’s most important assets for engaging new and loyal customers alike, it is a constant balancing act. How can brands create content that converts customers, without sacrificing ethos and identity?
Shopping and social media often work together like a flash sale and a credit card. Whether today’s shoppers message a friend to ask where they got their outfit in their latest get-ready-with-me video, for example, or purchase sunglasses from a social media creator on their shoppable post, social media is no longer merely a place for inspiration. Rather, it has become a must-have companion for many of today’s shoppers.
Our recent research revealed that brands that consider social media either very important or extremely important to their social media approach—we call them social-first brands—see an average revenue increase of 14.1%, compared to their peers. So, how can today’s legacy retail brands implement similar approaches to maximize their social marketing strategy?
Our analysis reveals three core pillars of social strategies that set social-first brands apart from the competition: community, content and conversion.
COMMUNITY
There is an active and eager audience on social media waiting to discover their next favorite brand. In fact, over half of the consumers from our research revealed that they have discovered a new brand on social media in the past year. Social-first brands have taken notice of this, and are two times more likely than brands with lower social media maturity to place a very high priority on community management.
Moreover, nearly half of surveyed retail brands—regardless of their level of social media maturity—report that building customer communities is one of the most effective tactics for expanding customer relationships on social platforms.
The benefits of community building, and tapping into the spaces and voices audiences already love, go beyond brand-owned content. Fifty-seven percent of consumers who follow creators purchased and/or recommended a brand as a result of a brand and creator partnership. Retailers can intersect sub-communities by leveraging creators with niche audiences, which can foster genuine connection and turn social media audiences into engaged brand advocates.
CONTENT
The good news is that today’s retailers don’t need to force their way into social feeds with glossy, high-production campaigns to get noticed. When asked what drove them to engage with sponsored posts on social media, 40% of consumers said entertaining content, and another 39% said content that matches their interests or needs. Tapping into trending formats and a relatable voice that aligns with audience interests can be more powerful than traditional, polished ads. Authenticity is key—our research revealed that 50% of consumers expect brands to communicate authentically (either almost always or all the time) when engaging with them on social media platforms.
How can today’s brands show up as genuine to social media users? Retailers are increasingly turning to social listening tools to learn what their audiences care about, and thus unlocking insights to create more authentic, relevant content. Our research revealed that this strategy is paying off. Forty-eight percent of consumers agree that the brands they follow on social media are those that understand their interests, needs and preferences. Retail brands are taking notice; more than 50% surveyed said that one of the most effective ways to expand customer relationships on social media is to create content tailored to customer segments.
Growing loyalty on social media platforms requires more than a simple checklist of action. Retail brands are leaning on consumer insights and personalization to strengthen connections. When asked how they tailor loyalty programs on social media, 64% of surveyed retail brands said that they personalize product recommendations, and 54% create content with personalized visuals or copy. By rooting consumer insights into content and outreach, brands can foster stronger, more personalized connections.
CONVERSION
Social media continues to be a hub for brand and product discovery. Fifty-six percent of consumers surveyed in our research said that they browsed products on social media in the past year, indicating ample opportunity for today’s brands to connect with potential customers in the critical consideration phase and gain their attention.
The rise of social commerce presents another opportunity to translate consideration into conversion. Social media has simplified purchasing into a one-click experience, and social commerce is quickly becoming a retail imperative, with purchases made directly on social media platforms rising 35% since 2023. This behavior is expected to grow, with 34% of consumers saying that they want more opportunities to discover and buy from their favorite brands within social platforms.
The qualities and strategies that drive purchases on social platforms are not dissimilar from traditional e-commerce. When asked what is more likely to make them purchase a product directly on a social platform, surveyed consumers said:
This data confirms that a key to success for social media-driven revenue can be to translate a best-in-class e-commerce experience into a social medium. Retailers can prioritize user-friendly digital storefronts on social media, making it easy for shoppers to go from inspiration to purchase without leaving the app. The brands that win will be those that make buying as effortless as scrolling.
To win on social media, our research shows that today’s retailers must evolve with the changing consumer behaviors that come with the continual integration of social media platforms into consumers’ lives.
Want to take your social media marketing strategy further? Get in touch with our leaders and kick off a conversation.
About the authors
Kenny Gold is a managing director and head of social, content and influencer at Deloitte Digital. He helps our clients meet their business goals through best-in-class social media strategies and activations. Prior to his time at Deloitte Digital, Kenny was Executive Director of Social Media at Grey Group NA. In this role, he led agency-wide efforts to deliver social content and activations—acting as the creative agency’s liaison with all social platforms. His leadership and hybrid talent reflected the agency’s expanding set of skills, better connecting creativity, technology, and human insight for the betterment of brands. Connect on LinkedIn
Christina Kavalauskas is an executive strategy director at Deloitte Digital, where she oversees social innovation and creator strategy. In this role, she helps clients navigate the rapidly evolving social and creator landscape, developing go-to-market and governance strategies that drive business objective through innovative approaches. Prior to joining Deloitte Digital, Christina spent nearly a decade building creator strategy practices at leading platforms including TikTok and Snap. There, she partnered with brands across various sectors to pioneer platform-first activations, with a focus on short form content, creator and influencer collaborations, and augmented reality experiences. Her expertise bridges the worlds of creativity, technology and emerging media to help brands stand out in the social space. Connect on LinkedIn
Kalyn Fink is a principal within Deloitte Consulting, LLP, and a seasoned architect specializing in customer-centric enterprise transformations. Kalyn has worked with some of the world’s largest retailers and consumer products companies to revamp their customer engagement strategies, then deliver through major personalization efforts, loyalty program design and build, new product launches, marketplace growth and launch, and Retail Media Network modernization. Kalyn leads Deloitte’s Marketing practice across Retail and Consumer Products. Connect on LinkedIn
Explore our 2025 State of Social research
Get personal with elevated digital customer experiences
Automate content production to amplify business results
