Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.

At its heart lies a powerful trio: user-generated content, creator marketing, and trust.

From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms.

In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona’s hands-on experience in building omnichannel, influencer-loved brands, and Yoann’s expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders.

Hit play to learn:

• Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo’s “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified – leading to more trust, and more sales. Yoann dives into how even bad reviews build trust when used transparently, too.

• Empower Creators Without Losing Control: Here, Cat explores the best ways she knows how to foster authentic partnerships with creators who align with your brand values. Finding the right fit, using her foolproof methods, ensures their Advocacy feels genuine and trustworthy.

• Build Community-Driven Social Commerce: Discover how Live selling, loyalty rewarding, and community involvement turn customers into Advocates. By replicating in-store experiences through Lives and rewarding engagement, brands foster deeper connections – encouraging customers to authentically champion you.

  
  

The key takeaway? Social Commerce is more than a channel. It’s a dynamic way to build trust, foster involvement, and turn customers into long-term Advocates.

Utilizing creators, turning to community-generated content, and caring is your way in.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

Connect with Cat & Yoann:

• On Cat’s LinkedIn

• On Yoann’s LinkedIn
  

Brand builders, take a peak into our crystal ball.

There’s you, your entire marketing team, and a whole lot of TikTok Lives.

Social commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards.

That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too.

Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts business smarts & real talk. Knowing this space better than most, Ben is fast carving a space for pre-love luxury on TikTok – having turned the channel into 34% of the brand’s revenue since launching in July.

By staying adaptable, authentic, and relentless on socials, Luxe Collective has built a loyal following of passionate brand fans & Advocates. Even setbacks – like over-hiring, a break-in & investing in content that didn’t work – have been used to take massive steps forward with community connection.

Now, Ben will share how to:

• Turn Every Live Session Into a “Must-Watch” Show: Ben reveals why TikTok Live sessions should be treated like episodic TV, with new content and offers on set days of the week. Learn his strategies for making each session feel unique, engaging, and worth tuning into, from exclusive product drops to flash sales and live Q&As.

• “Host the Party” on Social Media: When creating engaging content, think of your brand as the host who brings the latest news, trends, and industry happenings to the table. For Ben, this “hosting” strategy means discussing relevant topics & breaking news while subtly plugging the product — an easy way to establish authority, grow visibility, and consistently offer value to your community.

• Master the Art of “Irresistible Offers”: Ben explains the psychology behind crafting deals that feel too good to pass up, from limited-time discounts to exclusive bundles. His secret? Make the audience feel like they’re getting an offer too good to miss out on. Generosity is key when it comes to building Advocacy, after all.

Here’s how you scale on TikTok Shop while staying grounded.

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Ben:

On LinkedIn

On Instagram

On Luxe Collective’s TikTok

What’s more valuable than a brand that speaks candidly to its customers?

A brand that listens to them.

Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy.

You may even make a sale, too.

In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L’Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast.

Learn L’Oréal’s signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post.

According to these experts, you should…

• Put People Over Products: Jimmy says it best – “Put time into people, they’ll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn’t about disruption — it’s about connection first. Brands who lean in will come out on top.

• Let Community Ideas Lead: Sarah’s formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand.

• Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop.

Press play. Uncover how Advocacy shapes every area of Social Commerce.

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Jimmy, Sarah, Olly & Joe:

Jimmy’s LinkedIn

Sarah’s LinkedIn

Olly’s LinkedIn

Joe’s LinkedIn