Social Media Increases Your Chances of Being Chosen Next, Not Just Direct Sales — 7/30 Growth Meetup Report

Growth Meetup Held on July 30

Growth Meetup is a monthly event where guests and participants come together to share knowledge on how to continuously grow a business using Shopify.

On July 30, we welcomed Ryusuke Tomita, Representative Director of TaTap Inc., who delivered a talk on "The Fundamental Principles of Using Social Media to Grow Product and Service Sales." Drawing on Mr. Tomita's frontline experience in social media marketing, the session offered valuable insights from both theoretical and practical perspectives.

Key Highlights from the Talk

(1) The Current State of Social Media

• Smartphone penetration has exceeded 90%, with over 80% of the population using social media.
• After reviewing the characteristics of each platform, it was noted that Instagram and TikTok in particular are growing in influence.
• One striking point was that "dwell time" and "engagement" are heavily weighted in the algorithms of every major social platform.

(2) Shifts in Consumer Behavior

• When making a purchase, consumers rely more on the opinions of "family and friends" than on celebrities.
• While brand-generated content matters at the awareness stage, UGC (User-Generated Content) is the deciding factor during the consideration and comparison phase.
• Among Generation Z in particular, "save now, buy later" — a behavior known as "keep consumption" — has become the norm.

(3) What Brands Should Be Doing on Social Media

Mr. Tomita outlined two core roles that brands should play on social media:

1. Branding – Creating a "there's something appealing about this" feeling to increase the likelihood of being chosen next time
2. Driving Traffic – Expanding awareness and increasing touchpoints

As concrete tactics to achieve these goals, he introduced:

• Ambassador programs to cultivate loyal fans
• Gifting to generate organic word-of-mouth
• Campaign design to collect UGC

The comment that stood out most was: "Brand posts should focus on looking visually appealing — you don't need to chase virality."

(4) On TikTok Shop

With the rise of in-app purchasing through platforms like TikTok Shop, this is becoming an essential channel for e-commerce businesses. The key to success, it was emphasized, is not a single viral video but rather consistent, high-volume posting combined with a hybrid approach of UGC and paid advertising.

Reflections from the Event Organizers

Through this session, we were reminded of the importance of viewing social media not just as a channel for direct sales, but as a foundation for building brand awareness and affinity. The perspective that "social media's role lies largely in indirect effects" seemed to prompt many attendees to rethink their approach. We were also struck by the point that generating UGC requires a deliberate system built by the brand itself — you cannot rely solely on organic creation.

Summary

• Social media is a place to increase your chances of being chosen next — not just to drive immediate purchases.
• The key to success is a hybrid approach: brand-driven content combined with UGC and paid advertising.
• Strategies must account for new purchase pathways like TikTok Shop.

Attendees praised the event, saying it was "extremely practical" and "a great opportunity to learn what social media management should truly look like." We will continue to provide these learning opportunities and explore the intersection of Shopify and growth together. Stay tuned for our next event!