Content Is the Game: Inside the Real State of Social Commerce

Dave Morrissey, former Meta and TikTok executive, discusses what actually works in social commerce. He argues “live shopping is not the answer for everyone” and most brands execute incorrectly, identifies TikTok Shop winners as founder-led and community-first, notes “40+ videos a month is becoming the new baseline for e-commerce success,” emphasizes AI should enhance rather than replace creativity, explores TikTok’s emergence as a Google rival through video search, addresses affiliates versus creators dynamics, and stresses “doing the hard things your competitors won’t” as the moat. Core principle: “Content is the game. The algorithms will do the delivery.”