From TikTok to Threads – Navigating the New Social Commerce Landscape

Social media’s rapid evolution has created a whirlwind of platforms, trends and features, making it difficult for digital marketers to know where to invest their time. The last few years saw the decline of certain platforms (like Twitter/X as advertising costs rose) and the emergence of new players like Threads and Bluesky. At the same time, TikTok has evolved from a video app into a full‑fledged “everything app”. Hootsuite’s 2025 trends report notes that with the launch of TikTok Shop, the platform now allows users to discover, shop and buy directly from their favorite creators, and it is projected to generate a staggering $17.5 billion in ecommerce sales in 2024. TikTok isn’t just driving commerce; it is the birthplace of nearly every major social trend, spawning micro‑trend cycles that demand real‑time responsiveness.

Why social commerce is reshaping the marketing funnel

Traditionally, social networks served as awareness channels. Users discovered brands through content, then left the platform to research and purchase. With built‑in shopping tools like TikTok Shop, Instagram Checkout and Pinterest’s shoppable pins, the line between discovery and conversion is disappearing. TikTok’s ability to inspire and facilitate purchases has made it a serious player in the ecommerce market. Meanwhile, Gen Z buyers, often described as the self‑service generation, begin and end their purchase journey on social media platforms; 46 % of Gen Z start their B2B search on social rather than Google. This generational shift underscores the need for brands to become part of the social commerce ecosystem.

The rise of Threads and Bluesky

Although TikTok dominates culture, other platforms like Threads and Bluesky are gaining traction. After Twitter rebranded to X and introduced various paid features, many users sought alternative spaces. Threads, launched by Meta, offers a text‑centric microblogging experience integrated with Instagram. Bluesky, backed by Twitter co‑founder Jack Dorsey, champions decentralization and algorithmic transparency. These platforms remain niche compared to TikTok or Instagram, but they are becoming playgrounds for brand experimentation. Without entrenched advertising norms, brands are free to explore tone, humor and authenticity, offering an opportunity to connect with early adopters and shape platform culture.

Strategies for succeeding on the new social commerce platforms

1. Stay on top of micro‑trends. TikTok’s influence on pop culture has created micro‑trend cycles where songs, sounds or challenges go viral for just days or weeks. To ride these waves, set up social listening alerts and monitor TikTok’s Creative Center for emerging trends. Experiment with timely content and collaborate with creators who excel at trendjacking. But be careful not to chase every fad—choose trends that align with your brand’s personality.
2. Invest in short‑form video. Short‑form video remains the most engaging format. LinkedIn reports that video content is its fastest‑growing format, and Hootsuite notes that platforms like TikTok, Instagram, YouTube and LinkedIn have embraced short videos to capture attention. Incorporate reels, shorts or lo‑fi clips into your content calendar. For B2B audiences, consider educational or behind‑the‑scenes videos that humanize your brand.
3. Embrace community content over polished ads. Gen Z is immune to traditional advertising and values authenticity. Hootsuite’s research describes the need to “ditch ads and embrace community content. That means co‑creating content with your audience, featuring user‑generated testimonials and interacting with comments in real time. Brands like Chili’s, for example, tapped into viral TikTok trends with playful posts and saw a 15 % increase in same‑store sales.
4. Prioritize the customer experience within the platform. Ensure your social profiles have shoppable catalogs, clear calls to action and frictionless checkout. On TikTok Shop, this might mean using live shopping events or tapping creators to demonstrate products. On Threads or Bluesky, which lack advanced commerce features, it’s more about conversation: answer questions, share stories and build trust. Remember that your content must deliver value even if there isn’t a direct sales function yet.
5. Segment by platform and audience. Not every platform suits every brand. Use TikTok for broad reach and discovery, Threads for community updates, and Bluesky for thought leadership and experimentation. Pay attention to where your audience spends time; if they’re early adopters of Threads, invest there even if the platform doesn’t yet monetize.
6. Address regulatory and privacy concerns. TikTok has faced bans on government devices in Canada and possible restrictions in the United States. Stay informed about legislation and have contingency plans. Likewise, understand each platform’s data policies and be transparent with users about how you collect and use data.

B2Z – Marketing to the self‑service generation

Hootsuite CEO Irina Novoselsky coined the term B2Z™ to describe how Gen Z is reshaping the buying journey. Gen Z controls roughly $450 billion in spending power and expects a seamless, self‑service experience. They research 13 pieces of content before reaching out to a sales rep and rely on social media for discovery. To attract them:

• Provide resources upfront. Offer product demos, pricing information and case studies publicly. Don’t hide details behind forms.
• Design intuitive experiences. Gen Z expects frictionless navigation. Your social bios, link pages and landing pages should clearly communicate value and next steps.
• Lean into micro‑influencers and creators. Collaborate with voices they trust. Micro‑influencers with niche audiences often outperform celebrity endorsements.
• Leverage interactive formats. Polls, quizzes, Q&A stickers and interactive livestreams encourage participation and help you learn what matters to your audience.

Trend cycles, vibe culture and transparency

The mid‑2025 update to Hootsuite’s trends report notes that the next era of social is less about chasing every fleeting trend and more about tuning into vibe culture. Rather than jumping from one viral sound to the next, marketers are using automation and social listening tools to decode the mood and energy behind what audiences share. This approach prioritizes slower, mood‑driven moments that reinforce brand identity over short bursts of attention. It also encourages teams to resist trend‑jacking for its own sake and to invest in consistent themes that build long‑term equity.

Another insight from the report is that transparency has become the new creative currency. Audiences appreciate when brands reveal how they use AI or share the prompts that generated a piece of content. Being open about your process humanizes your team, invites collaboration and differentiates you in a feed of polished, yet faceless posts. When experimenting on Threads or Bluesky, try posting behind‑the‑scenes screenshots or discussing the AI tools you’re using. This level of honesty invites conversation and can inspire your followers to share their own experiments.

Harnessing AI‑powered social tools

AI is no longer optional. According to Hootsuite, AI adoption accelerated in 2024 and now powers content creation, performance analysis and customer engagement across every major social network. Meta’s generative AI offers creators content suggestions and real‑time responses, while LinkedIn’s collaborative articles pair AI‑generated topics with human contributions. X is training its own models on tweets, TikTok’s Symphony Assistant helps creators discover trends and Canva’s AI tools generate custom designs. At Hootsuite, tools like OwlyWriter AI generate posts automatically and a social performance score uses AI to surface weekly insights.

As a digital marketer, explore these tools to augment your creativity and speed. Spend time practising prompts and training your team on how to use AI effectively. Use AI for ideation and analysis, but let human judgment guide strategy and tone. When combined with a focus on vibe culture and transparency, AI can help you deliver content that is both timely and authentic.

Conclusion

The social commerce landscape is becoming more fragmented and dynamic, but that shouldn’t be intimidating. The key is experimentation informed by strategy: adopt early, iterate quickly and learn from your community. TikTok offers massive reach and direct commerce opportunities, while new platforms like Threads and Bluesky present blank canvases where you can define your brand voice. Gen Z’s preference for self‑service research means your content must deliver value before they ever speak to you. By staying nimble and genuinely engaging with your audience, your brand can thrive in the next era of social media.