The strategic role of social commerce in the evolution of digital marketing

Photo courtesy of Yu Jiang.

Opinions expressed by Digital Journal contributors are their own.

An interview conducted by Jon Stojan.

As social commerce reshapes how consumers discover and purchase products, platforms like TikTok Shop are redefining the structure of digital marketing. What was once driven by websites, search traffic, and paid advertising is increasingly powered by creators, short-form content, and trust-based engagement.

Yu Jiang, a top-performing TikTok Shop creator and social commerce expert, has spent more than a decade working across e-commerce, digital marketing, and content strategy. She has partnered with global beauty brands, including Shiseido, L’Oréal, MAC Cosmetics, CeraVe, Medicube, Aprilskin, Some By Mi, Yami, etc. In parallel, she operates a fast-growing YouTube channel focused on AI-driven content, which has surpassed 171,000 subscribers and 100 million views worldwide.

In this interview, Jiang discusses how social commerce is altering market power, why traditional brand strategies struggle on social platforms, and what brands risk by delaying adoption.

Stojan:

How has social commerce changed the way brands should think about product education and storytelling?

Jiang:
Social commerce forces brands to think beyond product listings and traditional advertising. On platforms like TikTok, the audience doesn’t arrive with purchase intent — they discover products through content. This means brands must create content that educates, entertains, and builds trust, not just promotes.

For example, in my campaigns with Shiseido’s Tsubaki hair care line, I did not simply showcase the product. I compared different products in the line, explained who each was best for, and addressed real consumer questions. The result: one video reached over 1 million views, and the entire series achieved multi-million views. That kind of performance is not driven by advertising; it’s driven by useful storytelling that helps people make decisions.

Stojan:

How do you use “creator-led product research” to identify the winning products before brands even know they have one?

Jiang:
A big part of my daily work is testing products myself and collecting real feedback from buyers. I don’t just “review” — I do what I call creator-led product research.

I try products, gather buyer reviews, identify what people are actually complaining about, then design video hooks around those real pain points. This method helped me choose the right products for TikTok Shop before they became trending.

For example, in the Fino campaign, I designed videos around real user problems like “hair dryness” and “scalp sensitivity,” then created mid-to-bottom funnel videos with honest testimonials and sales info. That approach led to 1.8 million views on the most viral video and multi-million views across the series.

Stojan:

What’s the “content + commerce” formula that actually works — and what does not work?

Jiang:
The formula is simple: content must earn trust before commerce can convert.
What doesn’t work is treating social commerce like a product catalog or running ads disguised as “content.”

The most successful content I produce follows this pattern:

1. Hook with a real problem
2. Demonstrate a solution
3. Provide evidence (reviews, comparisons)
4. Offer a clear next step (shop link)

In the Tsubaki series, the comparison format followed this exact formula. It wasn’t about selling — it was about helping viewers choose the right product. That’s why the videos reached 1M+ views and created strong conversion signals.

Stojan:

What is your “trust-building framework” for social commerce, and how does it differ from traditional advertising?

Jiang:
Traditional advertising builds brand recognition. Social commerce builds trust through authentic proof.

My trust-building framework has 3 layers:

1. Transparency: I show the product in real life, not a polished commercial.
2. Education: I explain how the product works, who it’s for, and how to use it.
3. Social proof: I use buyer reviews and community comments to validate claims.

This framework is why my TikTok Shop success isn’t just a one-hit video. It’s repeatable. It’s how I generated $500,000 revenue across two accounts and why brands like Shiseido and L’Oréal keep partnering with me.

Stojan:

What is the biggest opportunity brands are missing in social commerce right now?

Jiang:
The biggest opportunity is not using creators as market researchers.

Brands often launch products without understanding what consumers actually care about. On TikTok, creators can test product messaging and discover the real drivers of purchase in days — not months.

When I work with brands, I don’t just create videos — I provide feedback on product positioning based on real audience response. That’s how I turned campaigns like Tsubaki and Fino into multi-million view series.

Stojan:

What role does cultural expertise play in building authority and engagement in U.S. social commerce?

Jiang:
A lot. Many North American consumers assume that Asian women’s skin and physique are purely genetic. I educate my audience that skincare routines, diet, and consistent care matter enormously. By sharing my nighttime skincare routines, dietary habits, and supplement regimen, I provide actionable insights they can’t find locally. This approach has helped my TikTok Shop videos and YouTube AI content gain traction because it combines novelty with authenticity.

Stojan:

How do you see AI impacting social commerce in the near future?

Jiang:
AI is going to accelerate content creation and help creators scale without losing authenticity. My YouTube channel, Steven Orange Cat, grew to 171,000 subscribers and 100 million views in three months using AI-assisted production workflows.

For social commerce, AI allows creators to quickly test different hooks, video styles, and storytelling formats, which means brands can respond faster to trends and consumer behavior. Those who integrate AI early will gain a compounding advantage in reach, engagement, and conversions.

Stojan:

What advice would you give small creators or brands hesitant to adopt social commerce?

Jiang:
The biggest misconception is that social commerce requires huge audiences. It doesn’t. Content quality and authenticity matter more than follower count. Even creators with 1,000 followers can generate meaningful revenue if they provide useful, trustworthy content.

Brands shouldn’t wait — the longer you delay TikTok Shop, the more opportunity you leave to competitors. Social commerce is now a primary channel for driving discovery and conversions, not just a side project.

About Yu Jiang

Yu Jiang is a top-performing TikTok Shop creator and social commerce expert with over 10 years of experience in e-commerce and digital marketing. She ranked as one of the top TikTok Shop creators in the United States and has partnered with leading global beauty brands. She also runs a fast-growing AI-focused YouTube channel with more than 171,000 subscribers and 100 million views worldwide.