"Walmart is looking to connect with consumers where they are spending their time to create moments around shopping-focused missions and zeitgeist-inspired impulses. Social commerce spans ads on social platforms, shoppable experiences, and hundreds of thousands of influencers."
"Consumers, especially millennials and Gen Z, are increasingly beginning their searches on social media rather than a traditional search engine, and they expect results to be conversational."
"Using followers as a social media metric is also losing favor as the algorithms powering TikTok and Meta's platforms are more driven by intentional video engagement measures like replaying, saving, and sharing."
U.S. consumers average two and a half hours daily on social media, with Gen Z averaging five hours. Walmart aims to connect with these consumers through a comprehensive social commerce strategy. This includes ads on social platforms, shoppable experiences, and collaboration with influencers. Behavioral trends show consumers, especially younger generations, are starting searches on social media. Walmart is adapting by focusing on top search queries and encouraging creators to produce relevant content. The importance of follower counts is diminishing as engagement metrics gain prominence in social media algorithms.
Read at www.marketingdive.com
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