Shoppers discover brands and products through social media ads, recommendations and updates from brands’ social pages more than any other channel, with more than a third (38%) discovering brands in these ways, ahead of search engines (37%) and TV ads (35%).
This is according to consumer research firm GWI's latest social media trends report, which highlights the changing habits, thoughts, feelings and behaviours of users as they scroll through social media.
TikTok is key for brand discovery, while Pinterest leads the way in 'inspiration-driven' shopping
Consumers rely on social platforms like TikTok and Instagram to discover and purchase products and brands. The number of consumers using TikTok to follow or find information about products and brands has more than tripled since the end of 2020, reflecting its significant rise in popularity. TikTok has also contributed greatly to brand exposure, with more than two-fifths of consumers who bought a product from a TikTok shop saying they last purchased from a brand or merchant they discovered using the in-app feature.
Despite its growing influence, TikTok isn't the only platform consumers are using to discover new brands. Gen Z shoppers are driving a shift toward inspiration-driven search on social media, and are increasingly turning to platforms like Pinterest to help inform purchasing decisions. Nearly two in five pinners (39%) use the app for style inspiration. Gen Z uses the platform 54% more than average, but Pinterest is seeing faster growth among this generation, despite Instagram and TikTok being more popular overall.
Shauna Moran, trends manager at GWI, said: “The role of social media in the purchasing process and product discovery is growing, especially among younger consumers who prefer the customised content the platforms offer.”
“42% of Gen Z say they primarily use social networks for shopping-related research, and they're 16% more likely than the average scroller to use social networks to find something to purchase. There's a clear opportunity for brands to inspire this generation of shoppers and bring their vision to life.”
“But this space is never static and brands need to stay on top of the changing relationship between users and social networks if they want to resonate with their users. Users' motivations for logging onto each platform and what they want to see are not only very different but also evolving. Apps such as TikTok are used a lot for product research. Knowing the why and how behind each site will definitely help brands engage with customers effectively,” concludes Moran.
The impact of influencers on Gen Alpha and Gen Z
Younger generations are the most likely to follow influencers, with many already using social platforms to share the latest trends and research products. For example, in the UK, the number of 12-15 year-olds using social media to find products to buy has increased 22% year-on-year, and they often look to influencer content for recommendations.
The influencer effect is especially evident with the rise of “clean beauty,” a trend that sees minimalist makeup and skincare growing in popularity, with influencers championing and advocating for beauty brands that lean into this aesthetic. Globally, 20% of women aged 18-24 have purchased a skincare product as a direct result of an influencer endorsement, and the number of European women aged 12-15 saying they are interested in beauty has increased by 13% in the past year. These findings also show that skincare is now the top category purchased with influencer approval, after clothing.
But it's not just Gen Z and Gen Alpha who are warming to influencer marketing: in the UK, influencer audiences as a whole are 81% more likely to use social networks to find products to buy, and 17% more likely to have purchased a product or service online in the past week, compared to the average social media user.
Trust is more important than influence when it comes to purchasing decisions
But while influencer marketing has its place, it needs to be used strategically. In the UK, one in ten consumers say that an influencer recommendation would most likely make them more likely to purchase a product online, rising to 43% for discounts. Research shows that influence alone is not enough to convince consumers to buy; rather, it's trust and authenticity that resonate most. For all influencer-swayed buyers, an influencer's authenticity is the third most commonly considered factor in their purchasing decision, behind value for money and brand reputation.
Matt Klein, head of forecasting and methodology at Reddit, added: “Marketers need to seriously rethink the concept of 'influence.' We're no longer in a top-down media environment where a single, centralized source of information is completely trusted.”
“On Reddit, the collective mind is consistent, democratic, and answers come from people they trust. 93% of people who come across a Reddit recommendation are 'more than satisfied' with it, trusting social platforms more than TV ads or salespeople,” he summarizes.
methodology
GWI Core is the platform's flagship study. It's the world's largest ongoing study of online audiences, updated quarterly and packed with exclusive insights. All figures in this report are drawn from GWI's online surveys of internet users aged 16-64 or 16+. The figures represent the online population in each market, not the overall population of that market. Note that in many markets in Latin America, the Middle East, Africa and Asia Pacific, due to low internet penetration, the online population is likely younger, more urban, more affluent and better educated than the overall population.
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