Hey, welcome to Selling Social – the newsletter in which we’re going to unpack everything related to social media, social commerce, and social selling in the world of D2C. 🚀 At Ubu, since we’re building our tool to empower social selling, it felt natural for us to learn and share about the industry – so here we are.

You’re receiving this because you signed up on Ubu, or if you’re a user of Ubu. We hope you find these useful, and at any time if you have any questions or feedback you can hit “reply” and reach straight into my inbox 😊


Social Commerce and Creator Culture

Why we’re building for social.

Social commerce is growing fast. There are now 25M brands on Instagram.

Creator culture is changing shape as well. Today, as smartphone cameras and processors become better and faster, the barrier to entry for creators is not nearly as high as it used to be just a few years ago — the recent launch of the iPhone 13 with its cinematic video mode is a testament to that — and hence more and more people are shifting roles from consumers to creators.

woman in black and white zip up jacket sitting on black office rolling chair
The best camera to create is the one you already have with you.

This means that as the number of creators increases, the creator environment is changing its shape of equity as well. Instead of there being fewer but larger influencers, today there are more nano influencers, and they tend to have increased as well as better quality engagement with their followers.

“The landscape of creators has significantly changed. People are turning to creators that enrich their lives and those that stand for the same values they believe in.”
— Rachel Tipograph, Founder & CEO of MikMak

It’s also been found that using creator handles rather than brand handles to run content campaigns drove action intent at an 87% lower cost, with higher confidence.

All of this led us to this epiphany – if we find a way to connect brands with these nano-influencers, particularly ones that already follow and love the brand, it could lead to increased engagement and growth at a lower cost, benefiting not only the brands themselves but also the creator community at large.


What you can expect from this newsletter

Through this newsletter, we aim to learn about:

  • Things happening in the social selling and D2C space

  • Studies, interviews, and advice on influencer and ambassador marketing

  • Actionable insights that we find as we navigate this journey together 🚀

We want to take this newsletter as a way to grow and learn together in an industry that’s rapidly changing and tough to keep up with. As we learn, we share. And as you learn, we want you to share as well!

Anytime you have anything to say, feel free to hit “reply” – let’s start a conversation!

Onwards and upwards together 💯


People