The CPG Guys podcast explores how brands and retailers understand and engage with consumers, with hosts Sri Rajagopalan, eCommerce industry icon, and Peter VS Bond, consumer loyalty guru, in weekly episodes. In a recent episode, host Sri Rajagopalan interviewed Hunter Poole, Vice President of Brand Partnerships at Acorn, a New Engen solution. Together, they explored how social commerce is transforming the marketing landscape, equipping brands with the tools to thrive in a rapidly evolving digital space.
Missed the episode? Don’t worry—we’ve compiled Hunter’s top insights on the future of social commerce, its impact on brand strategies, and why authenticity is at the heart of this revolution.
đŸ‘‡ Scroll to the bottom for the full podcast episode!
It’s not just a “nice-to-have” anymore.
Hunter stresses that social media is far more than a channel for brand awareness. Influencer marketing used to be about “surprise and delight,” with brand managers hoping a few posts would yield some buzz. Now, it’s an established avenue for driving conversions. The biggest shift? Measurement. Today’s analytics tools and retailer media networks make it possible to track the real impact of influencer content and justify your budget dollars.
“Social commerce doesn’t live exclusively at the top of the funnel anymore. It’s a critical driver of sales, too,” Hunter noted.
Authenticity over aesthetics.
Gone are the days when picture-perfect polish was the holy grail of social feeds. Hunter explained that today’s consumers crave more real, behind-the-scenes, and relatable moments—and they’ll reward that authenticity with engagement (and purchases).
He shared that if you only post glossy, hyper-curated images, you might risk turning away audiences seeking genuine connections. Especially on TikTok, scrappy, raw, and delightfully imperfect content can spark conversation and convert casual scrollers into loyal buyers.
“I want to see a messy kitchen if it makes me feel like you’re a real person,” says Hunter. “That kind of content often resonates far better than an overly polished photo shoot.”
One-size-fits-all content doesn’t cut it.
Facebook, Instagram, TikTok, and even newer platforms like Threads or BlueSky each serve unique audiences—and they each have different ad tools, metrics, and algorithms. If you want success across social, you’ve got to tailor your message.
Facebook: Advanced ad systems, large (often older) audiences, and strong for shopper marketing.
Instagram: Feeds and Reels blend aspiration and authenticity, but don’t underestimate Stories (24-hour life-span fosters real-time engagement).
TikTok: Rapidly growing, trend-driven, and arguably the current “birthplace of culture.” Perfect for “in-the-moment” discovery, but not always the best for linking out.
X (formerly Twitter): Often more about conversation than content distribution.
“Brands should think about social the same way they think about their full media mix—each channel plays a specific role,” Hunter explained.
Can you really afford to ignore it?
Whether it’s #MomTok, #FoodTok, or the unstoppable force of music and dance creators, TikTok has matured from a teen lip-sync platform to a true cultural engine. Hunter pointed out countless examples of how a single viral clip can wipe store shelves clean (remember block feta pasta?).
Concerns about TikTok bans still loom, but Hunter leans toward the belief that the platform’s economic impact is too big to ignore. Translation: Don’t sit on the sidelines waiting to see what regulators do—jump in and start building a presence now.
“When one 15-second TikTok can sell out entire product lines, that should make every marketer pay attention,” Hunter said.
It’s not intangible—you can prove ROI.
One big reason senior executives have resisted going all-in on creators is the fear that social media conversions can’t be measured. Not so anymore. Partners like retailer media networks (CVS Media Exchange, Walmart Connect, Roundel from Target, etc.) are closing the loop on performance data, allowing you to see real, attributable results.
Hunter emphasized that influencer campaigns don’t have to end with vanity metrics like likes, shares, or clicks. Instead, solid partnerships and data integrations can reveal true sales lift, store-level traffic, and even basket size. The takeaway? Social is no longer a black box.
“The days of not knowing if social is driving sales are over,” Hunter declared. “We’re watching it happen in real time.”
Lurk, learn, and leap.
Not sure how to get started on TikTok or Instagram Reels? Hunter’s tip is simple: create an account—even if you only lurk initially. Pay attention to the content that resonates with you, the communities that form, and how “trends” spread like wildfire. Once you see patterns emerge, try them out for your brand (in an authentic way).
He also highlighted consistency and frequency over forced perfection. The only way to unlock what works is to test, iterate, and keep going.
“If you’re waiting for the perfect moment to post something flawless, you’ll miss the boat. Just get involved—find your voice, find your people, and stay at it,” Hunter advised.
AI can help, but people still want people.
While many in the marketing industry are excited by AI’s potential—especially for automating or speeding up content creation—Hunter voiced a caveat: AI can’t replicate the genuine human connection that defines social media. Use AI to sort data, find patterns, or enhance editing, but don’t replace the human touch.
“AI can’t build trust with your audience the way a real person can,” says Hunter.
Check out the full podcast below to hear Sri and Hunter’s unfiltered discussion. They cover everything from how to vet influencers to the nitty-gritty of which social platforms deliver the best ROI.