Nearly a decade ago, the idea of social commerce was gaining traction. The concept was simple- people would use social media directly to purchase product or services. The assumption was the path to purchase was linear and interacting with a Brand would lead directly to a purchase. However, it never panned out. The path to purchase isn’t linear. Consumers get information from a number of sources prior to making a decision, and early on, Brand messages were often fragmented and lacked immediate action.
With the rise of visual-based platforms like Pinterest, Instagram, and Snapchat, things started to improve. These new platforms curated content in forms that provide a more [...]