• by Jenifer Golden , March 13, 2025

Ever scroll through social media, see a product, and instantly think, Of course, I need this! That’s what I call the “Of Course” Effect. You weren’t actively looking for it, but the second you see it -- whether it’s a kitchen gadget, skincare hack, or hotel room -- it just makes sense.

Social commerce is about discovery, not hard selling. The right product, shown at the right time (thanks to creator recommendations), taps into that “Why don’t I already have this?” feeling, which leads to instant action with a simple tap. Brands that master this effect aren’t just selling; they’re surfacing solutions people didn't realize they needed… until they do.

If you check out how brands are currently harnessing creators to move the sales needle, you will see that most aren’t thinking big enough. Creators aren’t just marketing tools; they’re sales catalysts. Here’s how to collaborate with them wisely.

The power of trust: creators are modern-day personal shoppers. A creator’s product recommendation is built on trust. Consumers follow creators for their expertise, aesthetic, and relatability. When a beauty creator proves a foundation lasts all day, their audience believes it.  Leveraging this trust effectively means brands are prioritizing authenticity over a one-off promotion.

Content that converts: entertainment meets call-to-action. If you want people to buy, you need to meet them where they’re already engaged. The best creator-led commerce isn’t a hard sell -- it’s storytelling. It’s a relatable testimonial.

Think “Get Ready With Me” videos featuring skincare, or a well-curated “What I Ordered vs. What I Got” haul that keeps audiences hooked with a seamless call to action that feels natural, not forced. Not screaming “BUY NOW,” but encouraging a purchase: “OMG, you need to try this so you can be like me.” The consumer thinks: “Of course I must!”

Affiliate links and beyond: the tech that powers creator commerce. Gone are the days when tracking creator impact was speculative. With affiliate links, discount codes, and in-platform shopping, brands can measure success beyond vanity metrics.

Platforms like TikTok Shop, Instagram Checkout, Snap Stores and YouTube’s integrated shopping tool make it easy for consumers to purchase. Pinterest Shopping, Amazon Storefronts and LTK have also emerged, allowing creators to curate their favorite products and drive sales.

Long-term partnerships: ditch the one-off deal. The biggest mistake brands make? Treating creators like media placements rather than partners. One-and-done deals may generate short-term buzz, but sustained partnerships drive ongoing conversions. When creators feature a brand in their content, the audience sees it as a staple, not just another fleeting promotion.

The future: AI meets human influence. As AI-generated content rises, human connection becomes more valuable. People crave real voices and experiences, which is why creators -- actual humans with opinions, quirks, and trusted voices -- are the best salespeople.

So brands that blend AI efficiencies with creator storytelling will have the edge. AI-powered tools are revolutionizing how brands connect with consumers through interactive and personalized experiences. Second-screen shoppable video, AI-driven ad targeting, and automated influencer content optimization are a few of the innovations shaping the future of creator commerce

Final thoughts: from influence to impact. Creators shape shopping culture and habits. Brands that understand this and invest in authentic partnerships, amplified with paid media, ensure the right content reaches the right audience at the right time. Those companies won’t just see engagement -- they’ll see revenue.