Social commerce, brands’ number-one growth lever
Social commerce is not one channel among others: it is today brands’ number-one lever of transformation and business acceleration. The data confirms it. According to WARC (Global Ad Forecast Q3 2025), social has become the world’s number-one advertising channel, with 26.2% of investments ($306.4 billion in 2025, up 14.9%), ahead of search and ahead of television (around 17.1% market share according to dentsu). Better still: it captures 40% of the new euros invested in advertising, versus 22% for search and 21.5% for retail media.
This shift reflects something precise. Brands are looking for growth, new customers and demand inspiration. And the levers able to go beyond immediate, captive, already-acquired audiences are prospecting levers. Social has become their dominant engine.
Why social makes the difference in prospecting
Connected TV, programmatic and outdoor also make it possible to reach new audiences. But social adds a dimension that other environments do not offer with the same finesse: people-based and data-driven.
Concretely, social lets you integrate your first-party data, exploit engagement signals on your posts and content and the viewers of your videos, and build over time audiences that feed prospecting. You identify the best profiles, turn them into marketing lookalikes, and keep scaling conquest on new customers, managing across different environments.
This logic goes well beyond cold acquisition. It makes it possible to work on lifetime value, re-engage existing customer bases, orchestrate business transformation between retail and online, and thus build advanced performance management programmes. Social thus becomes a data asset as much as a medium.
Don’t pit social against other media: orchestrate it in 360
The mistake would be to pit social against the other levers. The stake is the opposite: making social the accelerator of the whole media mix, and thinking in 360.
This is tigrz’s whole stance. Our role is to manage, or advise on the management of, 360 budgets. The question is not “social or search”, but “where to position social, how to work its synergies with search, how to build growth with programmatic, outdoor and press”. Social is a starting point and an accelerator; its value is fully revealed when it is linked to the rest of the ecosystem, with a global vision.
This is also why the 60% of social investments concentrated on Meta (according to WARC) should not, on their own, dictate strategy. A mix managed in 360 protects growth and makes it less dependent on a single platform.
Localising content to maximise impact
Second conviction: with a strong content lens, acceleration comes through the localisation of the content proposition to maximise impact.
Localising means first adapting by market. But it also means, within a single country such as France, adjusting between regions and between types of personas. This finesse makes it possible to move beyond replicating a single strategy applied in the same way to all markets and all audiences. A sophisticated, localised media mix performs better than a uniform rollout.
Global performance: the signature of a social commerce agency
Social is therefore a starting point, an accelerator, and a lever that connects with other media. This is precisely why, as a social commerce agency, our subject is not social for social’s sake, but global performance: integrating a 360 vision into the management of business acceleration.
Turning social into revenue, yes. But by plugging it into the whole mix, so that each lever works in the service of growth. That is the difference between activating a channel and steering a business trajectory.
Going further. This topic continues with tigrz’s strategic consulting support and our media effectiveness measurement methods.
On the same topic: « Social Commerce Report 2024 – Executive » and « From community to consumption: the shift is accelerating ».
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