Research unveiled today has revealed that almost a third (30%) of marketers at global consumer brands admit they don’t yet have a social commerce strategy, despite the growth of social search.

Although 86% of marketers say Google is still the number one place where customers search for their brand online, Instagram and TikTok are closing fast at 70% and 44%, respectively.

For those that have a social commerce strategy, Instagram was first choice, employed by 40% of brands and ahead of the 34% who use their own e-commerce platforms. Nearly half said they prefer leveraging social platforms like TikTok and Instagram with commerce features already built in.

The survey was carried out by SAMY Alliance, the social-first digital marketing agency, among senior marketers at 70 global consumer brands.

It also found that Instagram is still the overall marketing channel of choice, as one in four (25%) plan to devote at least a quarter of their entire annual marketing budget to the platform in 2025.

The analysis also found that short-form video content is seen as the cornerstone of marketers’ planning efforts for 2025. More than two-thirds think Instagram Reels (69%) and TikTok video (66%) will gain further prominence on social media over the coming year.

Patricia Aragón, Global Director of eCommerce Emerging Solutions & Innovation at SAMY Alliance, notes: “Instagram is clearly still the channel that consumer marketers feel will best resonate with audiences. And the rise of short-form video highlights how bite-sized clips captivate audiences with quick, impactful bursts of joy and entertainment, requiring minimal time commitment. We’re seeing more and more focus on ‘shoppertainment’."

“However, social commerce strategies will only succeed if they are humanised and handled correctly. Brands must remember their goal is to connect with consumers authentically, build trust, and provide an experience that adds value."

“The fact that nearly a third of consumer brands admit to lack a social commerce strategy, when you can see the growth of platforms such as TikTok Shop, is astounding.”

The research also highlighted that many brands are still struggling with online community management, a cornerstone of effective social media strategy. Only a quarter (25%) say their brand engages in frequent, proactive interactions with their community.

Aragón adds: “When used effectively, online community management can increase brand loyalty and grow authentic connections with followers, making it a vital tool in a brand’s marketing toolbox. Community managers act as brand ambassadors, engaging in discussions with followers, connecting with customers, and creating shareable content."

“Brands that sleep on community interactions are missing out on algorithm-boosting engagement, customer feedback, brand loyalty, sales, and product awareness.”

Download the full report here