Don’t Forget Social Media Campaigns this Holiday Season
Many consumers are using social media to find the products they want to buy.
The Daily Habit
Social media has become a daily habit to many consumers. According to one estimate, 44 percent of consumers use social media more than five times a day. This is an audience that business owners can no longer ignore.
Recent Study Examines Social Media Use
A recent study by ViSenze examines how people use social media to research products they are interested in buying. ViSenze surveyed more than 1,000 U.S. consumers and learned about their browsing and social media habits.
One of the key takeaways of this research is the popularity of social media for obtaining product information. According to the report, 75 percent of consumers are inspired to purchase products based on images and video content they see online.
Online vs In-Store Shopping
The study also reported that more than half of consumers surveyed by ViSenze said they prefer online shopping to in-store shopping. However, the majority of those surveyed (52 percent) cited they often experience difficulty finding the exact products they want online.
While it’s clear that some online retailers need to improve their SEO so products are easier to find, this is still an opportunity for social media marketers who want to fill in the gap. The ViSenze researchers reported that 68 percent of consumers are open to recommendations for alternative items if the product they are interested in is out of stock or temporarily unavailable.
Social Media: The Starting Point
That said, social media plays a huge role in shaping the shopping behavior of consumers. According to ViSenze, about one-third of purchases begin on social platforms each month.
The value of social media for sales comes more from suggestions than direct sales. Among the ViSenze survey respondents, 80 percent have never made a purchase from a Buy button on social media. However, almost half of respondents watch video content on retailers’ websites while shopping. Again, this shows the power of social media has in influencing shoppers.
Facebook: Best Platform
The report also provides insight into the best platforms to use to drive sales. As many would expect, Facebook was ranked the most inspiring platform for a buying decision, followed by Pinterest, Instagram, and Snapchat, which ranked last with only 2 percent of respondents citing it as a platform from which they might initiate a purchase.
“Social media as well as the increasing amount of visual content available online influences consumer purchase behavior more every day,” said Oliver Tan, CEO, and co-founder of ViSenze.
The BIG Takeaway
As the holiday shopping season gets closer, it’s important for business owners to get their best videos, images, and product information on their social media. As seen in this recent study, what people see on social media can directly affect their purchasing decisions.
If you need help with your social media marketing, contact the marketing experts at Courtland Consulting. Our experience can help you increase your online sales this coming holiday season.
Here’s another article you may be interested in Social Media: The Premier Destination for Video Ads