Once upon a time, social media was mainly about brand awareness. You posted, built a following, and if all went well, your audience eventually clicked through to your website. But today, the journey looks different. Platforms don’t want users to leave, and increasingly, audiences don’t want to either.

Enter social commerce: the integration of online shopping features directly into social platforms. Instead of using social media to steer people elsewhere, brands can now sell directly where their audience is already scrolling. Whether it’s Instagram Checkout, TikTok Shop, or Pinterest Shopping, platforms are making it easier than ever to turn content into sales.

And it’s working. According to Statista, U.S. social commerce sales are projected to hit $80 billion in 2025. However, despite its convenience, social commerce isn’t a plug-and-play solution. Success still depends on a brand’s ability to capture attention. And that means leading with storytelling, not just sales. If you want people to take action on the platform, you need more than just a product listing. You need a compelling reason to engage and a strategy that makes the next step feel easy.

How Social Commerce Rewards Good Storytelling

It’s easy to think of social commerce as purely transactional, just another sales channel layered on top of your content strategy. However, social commerce works best when storytelling and sales strategy are tightly integrated.

Take TikTok Shop, for example. The platform prioritizes video content that blends entertainment with information (think product demos, behind-the-scenes reels, or casual Q&As). The most successful brands aren’t just shouting “Buy this.” They’re saying, “Here’s a story you’ll want to be part of.”

That difference matters. Today’s consumers expect the same emotional connection from branded content as they do from personal posts. When storytelling is missing, the pitch feels flat. But when it’s included, it fosters trust, enhances relevance, and motivates immediate action.

User-Generated Content: The Trust Factor

One of the most powerful ways to make social commerce work is by letting your audience help tell the story. User-generated content (UGC) refers to any content – videos, photos, reviews, or social posts – created by real customers instead of the brand itself. It occurs when someone shares a video of your product in action, posts a testimonial, or tags your business in a story.

Why does it matter? Because UGC builds instant credibility and relatability. From video reviews to reposted stories, UGC humanizes your brand and boosts conversions. In fact, research shows that consumers are 2.4x more likely to trust UGC than brand-created content.

The magic lies in its authenticity. Audiences can tell when they’re being sold something. But when they see real people using a product or sharing an experience, it feels less like a sales pitch and more like a genuine recommendation.

At Tansley, storytelling is more than a tool – it’s the foundation. We’ve worked with brands across various industries to help them find their voice, connect with their communities, and establish a consistent presence across channels. That means not just shaping the big-picture narrative, but also helping clients identify moments worth amplifying, whether it be testimonials, behind-the-scenes interactions, or informal video clips that align with the brand’s tone.

When a strategy is built around story, even the smallest content becomes meaningful. And in the world of social commerce, that meaning is what transforms attention into action.

What If You’re Not Selling a Product?

Social commerce isn’t limited to physical goods, and many of Tansley’s clients prove it.

From wellness services to educational content, our role is to help brands package their offerings in a way that’s story-first and conversion-ready. Whether that means booking a session, joining a waitlist, or signing up for a free resource, the structure remains the same: lead with meaning, then make the next step effortless.

Consider our work with Koelle Simpson, for example. Her brand centers on personal transformation, often expressed through long-form content and coaching sessions. We’ve translated this depth into clear, emotionally resonant content (like a recurring newsletter and insight-driven blog), making it easier for her audience to engage and take action.

Similarly, L’Absolu Spa offers luxury wellness services. Through strategic messaging and promotions embedded into digital content, we’ve transformed interest into action right within the scroll. This demonstrates that even if your brand isn’t selling something tangible, there’s still an opportunity to show up intentionally, make the offer clear, and use storytelling as the bridge between curiosity and commitment. While social commerce is the new storefront, it’s still stories that drive the sale. Whether you’re showcasing a product or promoting a purpose, you need to make people feel something, then provide a clear way for them to take action. Because in today’s marketplace, storytelling without strategy is just noise. And strategy without story? Well, that’s just a lost opportunity.