Social Media Users are Influenced to Buy More than Ever

When the 2020 pandemic took over the world, many brands and companies took to mobile and social commerce. Although the investing companies weren’t sure of this decision at the time, they had no where else to turn. 

The numbers are in, and their investments worked. Over 76% of social media users say they are influenced by the ads and suggestions they see on an every day basis. 

According to research from Bazaarvoice which surveyed 14,000 global consumers on their social shopping preferences, 65% of shoppers use social media for inspiration while 61% make purchases from feeds and stories. Another 60% mentioned they made purchases from their favorite influencer and creators suggestions. Those of which are paid for by companies to have promoted on the page. 

55% say that they are purchasing from family or friend suggestions inside of an app, while 42% of the users will actively look for a suggestion inside of social media. 

In not much of a shock, purchases made on TikTok, Instagram, Facebook, and Twitter are spontaneous purchases. While YouTube and Pinterest are often used by users actively searching and looking for some inspiration to buy. 

As you’d expect, beauty items, fashion, and interior design items are prominently bought on social media. Food and beverages are still bought in-store. When it comes to influencers, 35% of shoppers say they’re influenced by subject matter experts while 25% trust friends and family and 23% trust social media stars. 

Good news for bigger companies and brands as 53% of social media users are more than happy to trial live-stream shopping, while 42% want to test shopping via digital publishers.