The Halo Effect Explained
Social commerce is the new online shopping norm. Shoppable content is all over TikTok and Instagram, acting as a frictionless & interactive way to engage with brands and purchase trending products. Scroll culture has fast become a turning point for many retailers, urging businesses to act fast to make sure they show up in ways like never before. From setting up a TikTok Shop to collaborating with creators and affiliates to promote top products, every action contributes to the marketing halo effect, forging a seamless customer experience that grows visibility well beyond social commerce.
At Novaro, we curate social commerce strategies that consider every marketing pillar. It’s not just posting a TikTok and praying for likes; it’s an amalgamation of social commerce services that complement and amplify your wider marketing results for maximum revenue.
What is the halo effect in social commerce?
The halo effect is the cumulative impact that happens when the visibility of one channel (like TikTok) positively impacts the success of other channels (like your website) and customer acquisition. It’s the amplification of every element, from organic social content and paid ads to website sales and live shopping conversions. Essentially, the halo effect – when applied to social commerce – is the multi-faceted outcome of your marketing elements working together to achieve your business goals, rather than in isolation.
Being there for different audiences at different times is the golden key.
Exposure on social media can lead to more checked-out baskets on Amazon or your ecommerce site. Influencer review videos can boost product page views. If you’ve got a user-friendly website, active social media profiles and compelling content, you build a solid network that can convert users in multiple ways.
All of your social commerce activities feed into each other and influence brand perception – it’s a psychological domino effect that makes positive impressions in one area branch into another to increase trust, awareness and loyalty for your brand.
Increased visibility:
When multiple influencers or authentic creators feature your product in a video, users trust the brand and desire the product because it’s showing up in multiple trusted feeds.
Higher engagement = algorithm reward:
The more reactions your content gets, the more the social algorithms will present all your other content to relevant users.
Cross-channel influence:
Someone might first see your product in a TikTok video, then find you on Instagram for more info, then choose to buy through your shop or affiliate link.
Better social proof:
Social proof influences online shoppers more than anything else in this modern age. The more people post about your products, the more the perception of reliability and quality is reinforced.
Broader audience reach:
Different types of content on multiple platforms attract diverse demographics, so an active social media presence helps you connect with a wider net of potential customers and markets.
How the halo effect works
Brands create a halo effect by leaving no leaf unturned and putting the right resources and time into all of their channels. Instead of focusing on just one channel or campaign, you leave no leaf unturned, optimising all your platforms to create a consistent, positive experience that keeps people coming back for more.
The shopping experience isn’t linear; it’s far more complex than ever before. Consumers conduct their own research on a brand and product before they click buy – people don’t just judge a product on its own. Because shoppers don’t follow a straight path from search to conversion, but jump around between discovery and purchase (also known as the ‘messy middle’), every interaction matters. When your social content, influencer videos, and ecommerce site all reinforce each other, you remain visible and top of mind at all times.
| Social Commerce Activity | Halo Effect Impact | Unique Insight |
|---|---|---|
| Viral Brand and/or Influencer Videos | The modern take on ‘word of mouth’ improves brand awareness and leads to spikes in organic site traffic and social followers | Viral content is not guaranteed, but even high-performing posts sell products and create new crazes that fuel interest across channels |
| Cross-Channel Content | Content should be repurposed from video format to blogs to increase social and SEO performance | Consistency across TikTok, Instagram, YouTube, and site builds a network of touchpoints that customers can engage with |
| Live Selling & Real-Time Engagement | Influences impulse buys and plays into the ‘fear of missing out’ concept. People will click through from live streams to product pages in the space of seconds. | Real-time interaction creates instant feedback loops that can be utilised to evolve strategies and products. |
| Social Proof & User-Generated Content | People trust products when they’re used and spoken about by like-minded individuals, reducing purchase hesitation | User-generated content can have a significant impact on SEO, improving search engine rankings and showcasing authority and credibility. |
| TikTok Shop Discounts | Limited-time offers create a sense of urgency that increases excitement around your brand and increases conversion rates | Drives quick sales on other channels by encouraging people to explore more offers and products. |
| Data & Insights Integration | Improves targeting and personalisation across channels, enabling brands to pinpoint their most engaged audiences. | Social commerce data helps brands make the right decisions about how and where they spend their marketing efforts. |