The Impact of Social Media Advertising on Digital Commerce

An Interview with Senior Digital Advertising Manager Ashley Deats

The convergence of social media and commerce has transformed how brands connect with consumers. Drawing from her experience with TikTok’s explosive growth period to her current role at Harvest Group, Ashley Deats brings firsthand experience helping brands thrive in social commerce. 

Tell us about your experience in the social media advertising and digital commerce space. What led you to your current role?

I began my career in social advertising at TikTok, where I worked from 2021 to 2024 during a pivotal period of growth for their advertising platform. During this time, I had the incredible opportunity to help brands across various sizes and industries establish and scale their presence on TikTok. 

One of my proudest achievements was watching brands grow from zero dollars in ad spend to investing over $100,000 per month in successful campaigns. This experience really started my passion for helping brands succeed in the fast-evolving digital commerce space and ultimately led me to my current role at Harvest Group. 

How is the social media advertising landscape evolving, and what key shifts are you seeing in how consumers engage with brands on social platforms?

The evolution of social media advertising has been remarkable. We’ve come a long way from Meta’s initial ad services launch in 2007 to TikTok’s game-changing entry in 2020. The progression has been fascinating – moving from basic banner ads to today’s dynamic offerings like live shopping integrations and immersive AR/VR experiences. 

Targeting capabilities have also seen tremendous growth. Take Meta, for instance – they’re now leveraging nearly 20 years of consumer data to offer precise targeting options. Along with these advancements, privacy regulations have become central to how platforms operate. Early on, there were few restrictions on data usage. Today, platforms must prioritize user data privacy and comply with governed regulations, a stark contrast to the early days of minimal restrictions.  

One of the most exciting developments I’m seeing is the rise of social commerce. Shoppable content, in-app storefronts, and live shopping events are fundamentally changing how consumers interact with brands. Looking ahead, I believe the next big wave in social advertising will center around seamless, purchase-ready experiences within the platforms themselves, with live shopping playing a particularly crucial role in the coming years.  

One of our biggest challenges is helping brands overcome persistent misconceptions about social media advertising such as:

• “Social advertising doesn’t drive conversions.”
• “My target audience isn’t on this platform.”
• “You need a large following to succeed.”
• “All social platforms are the same.”

These myths can deter brands from embracing social media advertising’s full potential. However, I’ve found that once these misconceptions are addressed, brands can unlock exciting opportunities that drive real business growth. 

How do you and your team stay ahead of platform changes and new social commerce capabilities to ensure the best results for your clients?

Our team is proactive in adopting and experimenting with emerging trends and platform features. A perfect example is our current focus on TikTok Shop, which represents a major growth opportunity for our clients. 

The platform’s rapid growth speaks for itself: during this past Black Friday alone, TikTok Shop generated over $100 million in sales in the US market, tripling its performance from the previous year. These results demonstrate how platforms like TikTok have evolved beyond just social media channels to become major players in the retail space. 

We are closely monitoring the legislation around TikTok and are advising clients as new information arises. To discuss your social commerce strategy and receive our SWOT analysis on emerging alternative platforms, reach out to hello@harvestgroup.com. 

What do you think is the biggest differentiator for Harvest Group compared to other agencies?

What sets Harvest Group apart is our integrated approach, connecting social advertising with retail media. Rather than treating these as separate channels, we create seamless connections between them, ensuring every element of our clients’ advertising strategy works in harmony. This holistic approach allows us to amplify overall impact on sales and brand success. 

Beyond our integrated strategy, we’re driven by our dedication to delivering results. We make data-driven decisions for our clients, even when that means pulling back ad spend from platforms that aren’t performing. This focused approach ensures every dollar invested drives measurable success. 

Reach out to start transforming your social advertising and digital commerce approach today by filling out our Contact Us form here or email us at hello@harvestgroup.com.