Marketing

Scroll. Engage. Buy. New Dynamics of Engagement and Conversion on Social Media

Social platforms are becoming complete commercial ecosystems. Authenticity, generative AI, and conversational shopping are redefining the rules of social commerce.

community.content.publishedatNovember 5, 2025

This report is reserved for HUB Institute members.

Become a member

Download an extract

In Brief (Key Takeaways)

1Social platforms unify content, engagement and transactions into a seamless and uninterrupted shopping journey.

2Authenticity and micro-communities are supplanting virality as conversion drivers for brands.

3GEO replaces SEO: visibility depends on the ability to be cited by AI-generated responses.