Social media is becoming increasingly integrated into American shopping habits. And not just because many of the major platforms now have dedicated e-commerce features. According to a recently published survey by marketing platform Omnisend, consumers lean on social media in several ways as they make purchase decisions.
More than half of the 2,000-plus social media users surveyed by Ominsend admit that content on platforms like TikTok and Instagram have directly inspired them to buy something. If a product or category is trending online, 45% say they’re more likely to purchase, per the survey. Only about 13% link their choice to buy with “specific TikTok content types,” however.
Still, Pija Ona Indriunaite, Omnisend’s director of brand, said in the London-based company’s press release that “repeatedly seeing certain products on the platform primes consumers to notice and trust these items elsewhere.” This makes “TikTok an important starting point” for businesses, she added, “even if it doesn’t always get credit for the sale.”
Shoppers also use social media to research products. When asked how they determine whether “an item is worth buying,” 70% of respondents point to social media content. Users rank verified reviews as their most trusted source of information on these platforms, followed by other users’ comments.
As for product recommendations, a higher proportion of respondents – 66% – say they trust those made by everyday social media users. Fewer have confidence in the endorsements celebrities and influencers make – 38% and 49%, respectively. This is perhaps because public figures often get paid by brands to promote products.
Wondering how your business can create social media content that consumers will trust? By analysing the 25 highest-selling products of 2024 across several Amazon categories along with the TikTok videos that featured them, Omnisend found that 10 to 15 second-long videos “filmed as informal, first-person recommendations consistently outperform other formats.” – Inc./Tribune News Service
