Imagine this scene:
Monika is scrolling through her Instagram feed and sees a short video presenting a new face cream. Below the video, the product name and price immediately appear – with just one tap, she can view details and reviews. Monika doesn’t click any external link or leave the app, yet she buys the cream that same day. Welcome to the era of zero-click content, where valuable content and sales happen without the classic redirection to a website.
In 2025, the customer journey on social media is changing. Consumers are increasingly discovering brands, learning about offers, and making purchase decisions within social platforms, without visiting traditional websites. For B2C marketers, this means a major shift: they need to learn how to sell and measure results without clicks. Below, we explain what zero-click content is, why algorithms promote it, how to use it in practice, and how to measure the success of such a content marketing strategy.
What is zero-click content (and why is it important)?
Zero-click content refers to content that delivers full value or information to the user without requiring them to leave the social media platform or search engine. The concept originates from SEO (Google has been serving answers directly in search results for years, with nearly 60% of queries ending without any clicks), but in social media, it takes on new meaning. On platforms like Facebook, Instagram, TikTok, or YouTube, zero-click content appears in the form of posts, videos, and stories that are complete on their own – delivering entertainment, knowledge, inspiration, or product presentation here and now, without asking for a “read more on the blog” or “click to buy on the site.”
Why is this so important in 2025? Because consumer behavior has shifted. Users scroll through content faster than ever, expecting instant gratification and minimal effort. They prefer watching a 30-second TikTok recipe over clicking a link to a blog post. They’d rather read a LinkedIn carousel summarizing a report than download an entire PDF. In a world where user attention is worth its weight in gold, zero-click content meets this need perfectly – providing value immediately, which in turn translates into greater engagement, better brand sentiment, and community growth.
Moreover, social commerce – commerce conducted directly within social media – is growing rapidly. It’s estimated that by 2025, over 17% of global online sales will happen via social networks. People don’t just use social media to stay in touch with friends; these are now shopping platforms. While scrolling Instagram, you can see a cosmetics set and immediately tap “Shop Now,” add it to the cart, and complete the purchase within the app. This convenience encourages users to shop this way – also in Poland. According to a Gemius report, at least 19% of Polish internet users shop on social media (mainly on Facebook, followed by Instagram). Among younger groups, the percentage is even higher – as many as 42% of people under 24 have made a purchase on social media at least once. This is a clear signal: social media has become a new shopping path for customers.
Why do algorithms promote content that doesn’t leave the platform?
The rise of zero-click content is driven not only by user preferences but also by social media algorithms. Every marketer should know this simple truth: algorithms “love” content that keeps users on the platform. After all, the longer we scroll Facebook or TikTok, the more ads we’re shown – that’s their business model. So it’s no surprise that, for instance, Instagram still doesn’t allow clickable links in posts and favors native content formats.
Studies and experiments confirm these observations. Hootsuite reports that posts without external links achieved significantly better reach on platforms like X (formerly Twitter) and LinkedIn, while adding a link (e.g., to a YouTube video) reduced a post’s reach. Facebook, in its own report, observed that only 14.6% of displayed posts contained any link – the rest were content not redirecting outside FB. The algorithm “rewards” content that holds attention on the platform, as it generates more time spent in the service.
Platforms go even further, offering their own solutions to ensure we never have to leave their ecosystem. Facebook and Instagram are developing shops with full product catalogs inside the app. TikTok introduced TikTok Shop (to launch in Poland in the first half of 2026) and product tagging in videos. YouTube allows creators to pin products next to the playing video. All of this aims for the customer journey to end with a conversion on the platform – ideally with a purchase happening right then and there, or at least the user becoming engaged enough to remember the brand and return later.
In practice, this means for marketers: don’t fight the algorithm – work with it. Instead of forcefully driving traffic externally (risking reduced reach), it’s better to deliver maximum value within the content itself. Paradoxically, publishing less “salesy” content (without direct CTAs like “click our site”) can achieve greater reach and engagement, thereby reaching more potential customers. And when the algorithm sees that your posts keep users on the platform, it will be more likely to show future content from your brand.
Zero-click in practice: how to sell when the user doesn’t click?
Now that we know users prefer to consume content without leaving the app, and algorithms practically require it – how can we sell effectively in such an environment? The key lies in creatively using new social media formats and features that enable conversions hidden in engaging content marketing. Here are some ways B2C brands can do this (with examples from the Polish market):
“Zero-click” shopping example on Instagram
A cosmetic brand shows a Reel with a skincare routine and tags products available in the IG shop. Users can tap the products shown “In this reel,” view prices, descriptions, and even add them to their cart – all without leaving Instagram. This perfectly illustrates how content and commerce merge in one place.
Shoppable posts (Product Tagging)
Use Facebook and Instagram’s capabilities to tag products in photos, reels, and stories. Your post can serve as a virtual storefront – users see an appealing arrangement with your product and immediately see its name and price. One tap opens the product page within the platform, where they can see more images, descriptions, and often add it directly to the cart. Instagram Shopping even allows checkout within the app (though in Poland it currently redirects to the website). Example: Polish fashion brand NAOKO tags clothes on models and in “Behind the scenes” stories – fans can immediately check size availability. Such native social commerce features shorten the path from inspiration to purchase.
Videos with discounts and in-content CTAs
If we don’t want to redirect the viewer to an external link, let’s include the sales offer directly in the content. A short video (Reel, TikTok) might present a product in use and reveal a discount code at the end (e.g., “Use code TIKTOK10 for 10% off”). The viewer doesn’t need to click – they can remember the code or find it in the description and use it when convenient. Sales happen outside the video, but the video drives demand. For example, the Rossmann drugstore chain plays with TikTok trends – creating viral clips with humor that garner hundreds of thousands of views, with promo info pinned in the comments. Users consume the content for fun and learn about the promo along the way.
UGC in comments and community around the brand
Zero-click content isn’t just what the brand says to the audience – it’s also what the audience says to each other. Encourage activity that promotes the product without official ads. Example: a brand asks in a post, “How do you use our product X? Share in the comments!” The post may gather dozens of customer comments with opinions and photos (UGC – User Generated Content). New users see authentic recommendations without needing to click external reviews. Polish brand OnlyBio on TikTok applies this strategy – it talks with users in comments, listens to suggestions, and even creates products inspired by community discussions. Result? Over 150K followers, 2.5M video views, and growing brand awareness and sales – all with minimal external links, as fans generate the hype.
Stories with reviews and advice (storytelling)
Stories are great for short, ephemeral content that educates or convinces without aggressive selling. Use stories to show mini product reviews (e.g., an influencer talks for 5 slides about their experience with a cosmetic, tagging the product with a “Product Link” sticker). You can also show behind-the-scenes stories of product development, employee opinions, or customer testimonials. This builds trust and a relationship. Save valuable stories in Highlights – so new visitors immediately get all the info without leaving Instagram. Example: Polish nail polish brand Provocater fills its IG with manicure inspirations and product usage shown through fan UGC – no pushy “buy now,” just natural context. The result: high engagement and a community that can later be monetized via remarketing or special offers.
Live Commerce – live Selling
An increasingly popular format is live broadcasts where brands showcase products, answer questions in real-time, and offer special live-only promos. A live session can be compared to modern-day TV shopping – but with real-time interaction. Facebook and Instagram support live product tagging, TikTok is testing live shopping features. This too is zero-click content: loyal fans spend time watching product demos and buy without leaving the app. In Poland, the trend is emerging – but already 25% of Polish consumers say they’ve made a purchase during a live social media broadcast. A global example: Maybelline’s Sky High mascara went viral on TikTok with #TikTokMadeMeBuyIt, generating hundreds of millions of views and nearly selling out the product – all without traditional clickable ads.
As you can see, there are many possibilities. The common denominator is putting user experience first: delivering engaging stories, useful information, or entertainment, all without the friction of links or app switching. Sales happen either within the platform (thanks to shop integrations) or in the user’s mind – they remember the brand/product and return when ready to purchase (a delayed conversion, but still content-driven).
How to measure campaign effectiveness without traditional clicks?
Since traditional metrics like CTR or number of clicks are becoming less relevant in these activities, how can we assess if our zero-click content strategy is working? Fortunately, we have several other indicators to evaluate engagement and business outcomes. Here are key metrics to track:
- Attention time: How long do users spend with your content? Measure average video view duration, % of Stories watched, or post dwell time (e.g., Facebook tracks this). Longer times indicate the content was compelling and provided real value. For example, if an average user watches 90% of your 15-second video – that’s a strong sign of high engagement.
- Community engagement and activity: Instead of link clicks, monitor likes, comments, shares, saves, and follower growth. These indicate whether the content resonates. A high number of meaningful comments suggests discussion and emotional response – memorable content. Shares and friend tags are golden – users becoming ambassadors by recommending your content (free reach!). An increase in followers after a zero-click campaign signals that people want to stay connected with your brand.
- Activity in comments and hashtags: If your goal was to generate UGC or conversation, track the number and quality of comments. Are people asking about the product or sharing personal stories (“I also bought this cream and it’s amazing!”)? That indicates strong recall and real interest. Similarly, with hashtags – if you launched a campaign with a dedicated hashtag (e.g., #MixWithXYZ challenge), check how many people used it and how much content it inspired. The more user-generated content, the more successful your zero-click campaign – especially since it happened voluntarily.
- Brand awareness and sentiment indicators: These are harder to measure directly but can be inferred through surveys or proxy data. For example, TikTok campaigns often use Brand Lift studies – showing increases in brand awareness or purchase intent after content exposure. In a New Balance campaign on TikTok, there was a +6% increase in brand awareness after a series of creative videos. If you don’t have access to such studies, monitor Google Trends or your brand’s search volume before and after the campaign. An increase (without other marketing activities) suggests the content stuck in people’s minds. Also, direct website traffic or more brand inquiries in comments or DMs can suggest that your message was remembered.
In summary, the success of zero-click content should be judged primarily by quality of engagement, not quantity of clicks. If your posts are gaining more organic reach, your community is growing, brand discussion is buzzing, and sales (even via other channels) are rising – your strategy is working. A broader view is needed: sometimes the lack of immediate click means users spent more time with your content, which might yield better results later (e.g., returning with stronger intent to buy). Marketers must adapt KPIs – focusing less on last-click attribution and more on “eventual conversion” preceded by zero-click interactions.
Brands that are already doing it – examples from Poland and the world
Let’s look at some brands successfully leveraging zero-click content in their communication, paving the way for others. In Poland, we already have some interesting cases:
- OnlyBio (PL) – This natural cosmetics brand conquered TikTok with an authentic approach. Instead of standard ads, OnlyBio engages in community dialogue: responding to comments, creating educational content (e.g., how to match shampoo to hair type), and involving viewers in product creation. Zero-click effect? Huge organic reach and growing brand awareness – videos have been viewed over 2.5 million times, with 150K+ followers. Users drive conversions themselves, promoting their favorite shampoo in their own videos (UGC), even without being asked to.
- CCC (PL) – A major Polish shoe retailer that successfully refreshed its image via TikTok. CCC launched with the “Let’s Dance with CCC” campaign, inviting popular creators to a dance challenge. Result? Over 20 million video views in the app and improved perception among younger customers. It shows that even large e-commerce players can adopt a light, entertaining zero-click tone – instead of directing users straight to the e-store, CCC first won TikTokers’ hearts with fun content, which later translated into store visits and sales (young people started wearing CCC shoes because the brand became “cool”).
- X-kom (PL) – A tech retailer known for excellent social media content. Their profiles mix humor and creativity, delivering value to tech fans (tips, trivia, industry memes). Their posts often spark comment floods and shares, despite rarely linking directly to offers. This community-driven content marketing means that when Black Friday comes, X-kom has a loyal fanbase ready to buy (often without ads – they follow deals themselves). As Artur Jabłoński put it, X-kom “built its own media” – they have reach and attention, which they then monetize on their terms.
- Żabka (PL) – A surprising TikTok star in retail. The convenience store chain gained popularity through humorous skits depicting everyday Żabka life. Employees dress up as frogs, joke about daily scenarios (e.g., “customer wants a hot dog at 11:59 PM”) – engaging viewers with relatable storytelling. Even without promoting deals, the result is that young viewers associate Żabka as a fun, friendly brand – which influences their next shopping decision (when choosing between Store X and Żabka, they pick Żabka because they “know” it from TikTok). Żabka’s zero-click content builds loyalty and top-of-mind awareness, just as valuable as direct conversion.
Globally, there’s no shortage of inspiration either.
- Nike has long led in storytelling rather than hard selling on social media – their motivational #JustDoIt posts, athlete video series, or training challenges create emotional bonds. When fans feel that connection, they’ll choose Nike in a sports store, even if no post directly led them to the product page.
- Glossier (US beauty brand) built a cosmetics empire almost entirely on community content and recommendations – their followers feel like part of a club, receiving authentic Instagram posts from micro-influencers and everyday users showing off makeup looks.
- Maybelline proved TikTok’s power when viral videos sold out its Sky High mascara without a single banner ad. These examples share one thing: a shift in how the customer journey is approached. Brands no longer expect to catch customers with one ad click. Instead, they invest in content that grabs attention, builds relationships, and lays the foundation for sales – which may happen 5 minutes later in-app, or a week later in-store.
Summary
The era of zero-click content responds to changing consumer behavior and algorithm-driven social media dynamics. For B2C marketers, this means rethinking content marketing strategies: instead of treating social posts as clickbait, they become essential steps in the customer journey on social.
Content must be valuable and complete enough that the user feels no need to leave the platform – whether for information or even to make a purchase.
This strategy offers real benefits: better organic reach (by aligning with algorithms), greater engagement and community (by offering content people love and share), and sales driven by positive experiences – often less immediately measurable, but stronger long-term (loyal customers, higher LTV).
In Poland, zero-click content is just gaining momentum, but early adopters are already seeing results. Marketers who master storytelling, relationship-building, and social commerce functions today will reap the rewards tomorrow. Because as the classic marketing saying goes: “The best advertisement is the one people consider valuable content.” Zero-click content is just that – a subtle ad wrapped in compelling content that sells without the user even realizing they were sold to. And if the user doesn’t click – the marketer must click with creativity. Good luck!
FAQ
How often should I publish zero-click content?
There’s no one-size-fits-all answer – quality and consistency matter more than frequency. A good practice is to test different rhythms and measure results (e.g., engagement, follower growth).
Does zero-click content make sense without a large ad budget?
Yes – especially if you focus on valuable, organic content. Algorithms often promote engaging content (even without paid support).
What tools help analyze zero-click effectiveness?
Examples include: Insights (Instagram, TikTok, Facebook), Brand24 (mention monitoring), Google Trends (brand interest growth), native metrics like attention time.
Is zero-click just a trend or the future?
It’s an evolution of content marketing – responding to real changes in user behavior and algorithms. By 2025, it’s no longer a fad but a new communication standard.
Does zero-click mean giving up on a website?
No. A website still plays a key role (e.g., SEO, e-commerce, remarketing), but its role as the “entry point” is declining. Users often reach it only at the final stage of the journey.
