Social selling: Is it a must-have or just hype?

Social selling has taken the marketing landscape by storm. In a world of fast-paced noise and low attention spans, platforms like TikTok Shop, Instagram Shopping and Pinterest Shopping are thriving. By allowing users to buy products directly from the content they’re already engaging with, brands are capturing that attention right at its core before the moment is lost. Because let’s face it, once attention goes, it’s hard to get it back.

Making buying easier than ever

Social selling exists to make buying effortless. Whether it’s a beauty recommendation from your favourite influencer or a homeware product popping up in a TikTok haul, social commerce is built around convenience. You no longer need to leave the app, open a website, add to cart and go through multiple stages of checkout. Now, it can all happen in a few clicks.

This shift benefits both users and brands. Users get instant access to the products they’re interested in without stopping them mid-scroll. Brands get the chance to convert sales at the height of interest. It reduces friction, shortens the sales funnel and helps brands capitalise on the moment.

How smaller creators are joining the game 

One of the most interesting changes we’re seeing is how quickly smaller creators are gaining influence through social selling. TikTok Shop in particular has made it easy for everyday creators to become affiliate marketers. A creator with a few thousand followers can now recommend a product, link directly to it and earn commission on every sale. If the content feels authentic and gains traction, they can quickly build authority and trust within their niche. 

This shift means that influence is no longer reserved for those with massive followings. Brands can work with creators who feel more relatable and have a highly engaged community. In many cases, micro and nano influencers outperform larger accounts in terms of conversion, simply because their audiences trust them more. It’s opened the door for a new type of collaboration and allows brands to connect with creators and audiences in a much more targeted way.

The challenges for brands 

Just because it seems easy to the audience, it doesn’t mean social selling comes without its challenges. While the opportunity is big, brands need to navigate a few key concerns. 

Firstly, there’s the risk of ‘cheapening’ your brand. Selling through short-form content or affiliate links can make premium products feel more transactional and many have compared this to QVC style shopping. Luxury or heritage brands, for example, may struggle with how their products are positioned or presented within social shopping environments. Not only that, third-party affiliate programmes are not managed directly by the brands and therefore, it’s much harder to manage how your brand is being represented. Anyone with access to your product via a platform like TikTok Shop can start creating content, and not all of it will align with your tone, values or brand standards. 

Secondly, attention spans are short. Social selling works well when brands and creators can jump on trends quickly. But staying relevant in these fast-moving spaces can be exhausting, especially if you’re part of a smaller, or even one person, marketing team. Content needs to feel fresh, engaging and platform native. That means being agile and having a flexible content strategy with the ability to test and learn at pace. 

It’s essential for brands to have clear onboarding processes, strong creator guidelines and a plan for community management to avoid misrepresentation. Where there are challenges outside a brand’s direct control, it’s important to focus efforts and resources on scenarios they can influence.

Is it right for every brand? 

Not necessarily. Social selling works best for brands with highly visual, impulse-driven, or fast-moving products. Think: skincare, home decor and wellness products. If your audience already lives on platforms like TikTok or Instagram, it makes sense to meet them there. But for more complex, high-consideration purchases, it may not be the right channel. 

For example, fashion, beauty, wellness and homeware brands tend to perform well because users can see the product in action and feel inspired to buy. B2B or service-based brands may find it harder to integrate social selling into their strategy, though there may be exceptions if the storytelling is strong. The likelihood of these businesses being able to list their products or services on social selling platforms is reduced even from a logistical perspective, and the buyer journey is often much more complex too.

Where social commerce is heading 

Looking ahead, social selling will likely become even more integrated. We’re already seeing platforms experimenting with live shopping, one-click checkout, and AI recommendations based on behaviour. The lines between entertainment and commerce will continue to blur, and brands who are willing to innovate in that space will stay ahead. Platforms must continue to prioritise user-experience rather than quick sales and profits, as users will quickly lose interest if they’re seeing more ads than entertainment. 

We can also expect to see more creators positioning themselves as strategic partners rather than just content creators. Some are already using LinkedIn to talk about their results, share success stories and highlight their professionalism in partnerships. That shift is great to see, and it should be encouraged. We’re seeing this from brands too. They’re looking for creators who understand data, know how to position a product and are thinking long-term. The more creators embrace this side of their role, the more valuable they become as a partner.

Final thoughts

Social selling isn’t just hype, but it also isn’t a must-have for everyone. It’s a powerful tool when it aligns with your audience, your product and your brand strategy. For the right brands, it can remove friction, increase conversion and open up new ways to connect with customers. For others, it just might not be realistic. 

What matters most is how you approach it. If you’re going to get involved in social selling, do it properly. Choose the right platforms, work with creators who reflect your values, and make sure you nail the customer journey at the stages you can influence whilst operating on third-party platforms.