This content taps into social proof, enhancing trust by showing real people using products. Retail media networks are supporting this trend by expanding video ad placements on their platforms. Social commerce further reinforces influencers' roles as they drive direct conversions through features like TikTok Shop and Instagram Shopping, making social media a powerful tool for both discovery and purchase.

Pioneering brands like Warby Parker and Casper leveraged this model to stay attuned to customer needs, offer competitive pricing, and deliver personalized experiences. By removing the "middleman," these brands gained agility, reduced costs, and disrupted markets, creating a new standard for consumer-focused business strategies. This direct approach empowered DTC brands to build stronger relationships with their customers and reshape the way products are marketed and sold.

As the holiday season intensifies, brands are using technology to stand out in a crowded market, creating memorable and value-driven shopping experiences. In response to evolving consumer behaviors, brands are moving from traditional ads to digital-first strategies that offer seamless, personalized interactions. Social commerce enables direct purchases via social media, while retail media networks are expanding to include streaming service partnerships, reaching consumers during their leisure time.

Consumer content preferences are shifting. What once was incredibly effective is now declining, as higher quality video content is eclipsing the lo-fi content that currently clogs our feeds. Read more about Crafted's take on the trend, the decline of traditional UGC, the essential role of UGC in modern marketing, and how Crafted is committed to helping brands achieve their goals with automated campaign management, a dedicated outreach team, and comprehensive metrics reporting.