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.
Social Commerce and Creator Culture
Why we’re building for social, and writing this newsletter.
Social commerce is growing fast. There are now 25M brands on Instagram. Today, it's also easier than ever to create your own brand and start your own e-commerce and social commerce business – platforms like Shopify and Squarespace have made it simpler than ever to do so.
If you’re the founder or marketing manager of a brand, it’s easier than ever to create content – you can often get away even with iPhone photos for your social media and even your website – some people might even consider that more authentic and relatable.
Creator culture is changing shape as well. 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.
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. This is a significant opportunity for brands since the quality of content is increasing, as well as the level of authenticity in the engagement with the audience.
“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 💯
— Mayank from Ubu