Finding information is the main reason people connect, and almost two-thirds of the world’s Internet users say that is one of their main motivations. They keep you in touch with family and friends; search news and events; find ways to do things; watch movies and TV shows and shop.
According to Hubspot, in 2020, 42 percent of people used social media channels for product research. With younger generations increasingly connected to social media, this is likely to impact the number of product research conducted on these platforms.
Over the last few years, social networks have adopted their new role as product research channels, dedicating certain areas or characteristics of their platforms to showcase brands.
For example, Facebook Ads are considered an alternative to GoogleAds; YouTube is a site for learning about new products (and how to use them); and those who prefer Reddit regularly participate in discussion threads about products and brands. And let’s not forget Pinterest, by improving its adware, continues to position itself as a choice for advertisers.
However, the latest GWI research shows that the world’s search behaviors are evolving and this changing behavior has major consequences for anyone wanting to engage a digital audience.
Perhaps the most interesting trend in the evolution of search behaviors is the increase in social search. About 45 percent of Internet users worldwide now say they turn to social media when looking for information about products or services.
But how do they influence consumer purchasing decisions? These are the main reasons:
The first thing that springs up when it comes to customers on social media is the reduction of their journey. It used to be that people found out about a product on TV, the following week, they may have gone shopping and finally bought the product. Now the process may take only a few minutes.
According to a Deloitte report, 29 percent of social media users are more likely to make a purchase the same day they use it. That means that once they see a product, they just click the link and buy it. Likewise, the report asserts that consumers who are influenced by social networks are four times more likely to spend more.
The second is the influence of social proof. It is true that social proof is not a new concept: man is a social animal and has been giving recommendations for centuries. The thing is, these recommendations can now be heard by hundreds of people.
Every time you tweet or post about an amazing wine or cream that did wonders for your skin, your social media followers see it and may be encouraged to try it. The same goes for negative opinions and arguments. According to Forbes, 81 percent of consumers ‘purchasing choices are influenced by their friends’ social media posts.
Third, it is in the power of influencers, as they are the ones who have a solid loyal audience that often shares the same interests and who trusts them. According to a study by the Influencer Marketing Hub, almost 50% of Twitter users have made purchases as a direct result of an influencer.
As you can see, the data and our daily experience on the Internet show that it is difficult to deny that social networks influence purchasing decisions. However, it is becoming increasingly difficult to make a brand stand out on social media. Customer research is critical to better understand your journey, from initial searches to website visits to final purchases. Focusing on the right platform, creating creative social media marketing campaigns, and using up-to-date technologies will help you with that.