Scroll. Click. Buy: How Discounts, Data, and Dialogue Drive Social Commerce

In today’s digital age, attention is the new currency. Consumers give it only where they receive value in return. Social media has become a space where people not only seek entertainment and inspiration but also decide what to buy, which brands to support, and where to place their loyalty. Here, the equation is simple: discounts attract, authenticity keeps them.

A study by Emplifi shows just how high customer expectations are today. Up to 70% of consumers are willing to abandon a brand after only two negative experiences. In other words — a few minutes of delayed response, a lack of empathy, or poorly resolved issues can cost a brand its customers. To survive and thrive, companies must react quickly, deliver real value, and remain present where daily online life unfolds — on social media.

How to Succeed in Social Commerce

The first key to success is speed. In a world accustomed to instant replies and next-day deliveries, consumers expect brand responses in minutes, not days. According to Emplifi, most expect a reply within 60 minutes. What may feel like a minor delay inside a company often looks like neglect from the outside.

The second factor is empathy. Automation helps manage the flood of inquiries, but only personal and human responses build trust. Small interactions — a quick thank-you in a comment or helpful support in a private message — create powerful moments that customers remember and share.

The third pillar is consistency. Brands that only appear during campaigns seem opportunistic. On the other hand, a steady mix of educational, entertaining, and valuable content shows that the brand is part of a community, not just a seller.

The Power of Discounts and Promotions

One of the strongest motivators for purchases on social platforms is, of course, discounts and deals. According to Emplifi’s data, 60% of users admit they were prompted to buy because of a discount. This trend spans all generations — from baby boomers to Gen Z.

The most effective offers are targeted and time-sensitive. Flash sales, social-only discounts, or limited editions create a sense of exclusivity and urgency. When combined with social proof — reviews, ratings, photos, and videos from real customers — the impact multiplies.

Still, brands must recognize that discounts alone aren’t enough. They may attract the first purchase, but long-term loyalty comes from value and trust. Customers stay where they feel respected, entertained, and part of a community.

The Content Consumers Want

In the era of social commerce, people crave authenticity. Perfectly lit photos and polished videos are no longer enough. Audiences want to see brands “without filters” — behind-the-scenes moments, customer stories, or spontaneous interactions. This kind of content feels more genuine than orchestrated influencer campaigns.

Video plays a crucial role. Each generation engages differently: older audiences prefer short clips under 30 seconds, while Gen Z enjoys longer livestreams if they’re interactive and engaging. Live Q&As, polls, or contests make viewers feel connected and part of something bigger.

Consumers also value educational content. Tutorials, tips, and how-to videos not only grab attention but also build credibility. A customer who learns something useful from your brand is more likely to trust and return.

The Future of Social Commerce

The future is all about personalization and integration. AI enables brands to deliver tailored offers and content based on individual behavior. Social platforms are already rolling out in-app shopping features, making the journey from discovery to purchase seamless.

Brands that succeed will be those that focus on building community and trust. Quick discounts may deliver short-term wins, but the true advantage lies in becoming a natural part of customers’ lives — as a partner, not just a seller.

Marketing is no longer about broadcasting. It’s evolving into a constant dialogue. Brands that listen, respond, and involve customers in their story will win the long game.