Where do shoppers research products on Social Media?

August 09, 2021
research on social media

In 2020, 42% of people pre-own social media channels for product research. With younger generations grasping more and more connected to social media. The amount of product research done on these platforms is likely to grow. It is seen that 16-24 years old already conduct more product research on social media than on search engines. In the past few years, social media channels have grasped their new role as product research channels, assigning certain areas or features of their platforms to showcasing brands and products.  

For example, Facebook Ads is contemplated as an alternative to Google Ads, YouTube is a go-to site for learning about new products, Instagram endeavors Shoppable posts, and Reddit users regularly participate in discussion threads about products and brands. With all the social media platforms and product marketing contingency out there. It might be hard to drill down which platforms are key to your marketing strategy.

Also read: Digital Marketing Guide to Boost Your Business ROI

Why is shopper research essential?

Shopper research is demanding a better empathetic of the customer journey from initial searches to website visits and eventual purchases. The advent of digital and mobile-first interactions has made this research even more crucial as the customer journey now includes multiple paths and touchpoints from start to finish. For example, prospective buyers might hear about your brand from a friend, do their research on social media, and then collaborate with your e-commerce store through their mobile device. Understanding all touchpoints along this journey can benefit companies to create more seamless and streamlined experiences for consumers and increase overall ROI.

Why does millennial consumer research on social media matter for businesses?

It is no secret that a social media strategy has become more outstanding in business models because of the millennial generation. If businesses are glance to point the millennial generation, an online and social media existence should be top of mind. Here is what you require to know about millennial product research to improve your marketing strategies such –

Also read: What exactly is Semantic Search and how does it affect the SEO of a website?

Millennials buy on a budget

Millennials save more money than the older generations that have to accredit them with so many labels. That is because their online shopping research is careful and demanding. This is for many reasons. A bulk of these online shoppers are hit with low salaries, increasing student debt, and ascending rent costs. These days, most people cannot manage to purchase a house like their parents, even though they are familiar with the investment perks of buying over renting. All of this accords to the habits of online shoppers. Those who shop online, rather than impulsively in person and without product research, realize that every penny counts of the individual. This increased pressure on product research leads them once again to their social platforms. On recognizable platforms such as Facebook, Instagram, and Pinterest, online shoppers can encounter the information they trust in a recognizable and welcoming layout.

Millennials trust autonomous reviews more than brand reps

Many consumers would acknowledge that personal brands are made more alluring through the lens of social media profiles. Because influencers are still enjoying popularity. It is obvious to attract your brand to users who have gained a following for their lifestyle marketing and aesthetics. Many users would acknowledge that they have more trust in independents than brand reps. It is because of this preponderance that many online shoppers and age groups are engaging in brand and product reviews. This trust in the popular assessment draws users, once again, to social media. After millennials have negotiated with friends and influencers. Their online shopping research is influence by product reviews and their own experience.

Also read: The Parts of a Website URL: A Short and Sweet Guide of a URL

Millennials make up the preponderance of users on social media platforms

It is perceived that younger internet users have a higher instinct to rely on social media pages to enlist with their peers, colleagues, as well as brands. Facebook dominance the largest percentage of millennial users, totaling 85-89% of active profiles. Considering that Facebook has over 2.6 billion users that is an incredibly large population group. It has been proclaiming that 59% of millennials are active on Instagram. Although Instagram’s user numbers are lower in contrast to Facebook (approximately 1 billion users). These platforms have a much higher engagement rate (0.09% to 1.60% respectively) than various other social media platforms.

Millennials use social media for product research

If you assume millennials are only on social media to share lifestyle pictures and networking with friends, you had been mistaken. Many of these social media users entrust their platforms to inspect for information, research brands, and price compare before making purchases. It has been proclaiming that 30% of millennials purchase items directly from Facebook. Equally, 30% of users affirm that their product research is influence by social media. Even if they do not directly purchase from those platforms. Instagram, Facebook, and Pinterest are social media platforms that manage brand trust with the millennial generation. And also accord users an easy source for comprehensive business and product information.

Millennials love to associate with the businesses they follow

Businesses choose to spend their time on platforms where they can amass lasting trust from their consumers. The good news is that most social media users are open to alluring personally with brand pages on social media. Personal engagement with brand platforms through content sharing, comments, and direct messaging is an active way for online shoppers to frame relationships with the brands they backing. This engagement has a large amount to pay off. The more that a brand enlists with social media users, the more likely the user will show interest and support.

Also read:  Best marketing strategies for B2B business


For businesses to keep up with the demand for online product research on social media. They must market to the millennial consumer. The newest digital marketing strategy means that businesses should publicize product reviews, blogs, as well as trustworthy direct communication and consumer engagement across social media profiles. Businesses that decently model their social media strategy on authenticity and engagement on these platforms will see continued success among their followers.

By Andrew

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