Discover how social media has overtaken search engines and TV ads in brand discovery, with 38% of shoppers finding new brands through social platforms. Learn about the trends shaping this shift.
In the ever-evolving landscape of brand discovery, social media has emerged as the dominant force, surpassing traditional channels like search engines and TV ads. According to the latest Social Media Trends Report by GWI, 38% of consumers now discover brands via social media ads, recommendations, and brand updates, compared to 37% through search engines and 35% via TV ads. This significant shift highlights the growing influence of social media in shaping consumer habits and preferences.
The Role of Social Media in Brand Discovery
Social Media Takes the Lead
Social media’s role in brand discovery is becoming increasingly prominent. With platforms like TikTok and Instagram leading the charge, consumers are not only discovering new products but also making purchases directly through these apps. The number of consumers using TikTok to follow or find information about products and brands has more than tripled since late 2020. This surge underscores TikTok’s pivotal role in enhancing brand exposure, with over 40% of TikTok Shop users purchasing from brands they discovered through the platform.
Pinterest’s Growing Influence
While TikTok is making waves, Pinterest is also gaining traction, especially among Gen Z shoppers. Pinterest’s focus on inspiration-driven shopping appeals to this demographic, with 39% of Pinners using the app for style inspiration. Gen Z users are 54% more likely than the average consumer to use Pinterest, and the platform is growing faster among this generation than Instagram and TikTok.
Insights from GWI’s Social Media Trends Report
Customised Content for Younger Audiences
Shauna Moran, Trends Manager at GWI, emphasizes the increasing importance of social media in the purchase journey, particularly for younger audiences. She notes that 42% of Gen Z users primarily engage with social networks for shopping-related research and are 16% more likely than the average user to use these platforms to find new products. Brands have a significant opportunity to inspire and engage this generation by understanding their motivations and preferences on each platform.
Evolving Social Media Usage
The dynamic nature of social media usage requires brands to stay abreast of changing consumer behaviors. Platforms like TikTok are being increasingly used for product research, making it crucial for brands to understand the unique appeal and functionality of each site. By doing so, they can effectively engage with their audiences and drive brand discovery.
The Influencer Effect on Younger Generations
Influencer Marketing Among Gen Z and Gen Alpha
Influencer marketing continues to be a powerful tool, particularly among younger generations. The number of UK consumers aged 12-15 using social media to find products has risen by 22% year-on-year, with many turning to influencers for recommendations. The ‘clean beauty’ trend, promoted by influencers advocating minimalist makeup and skincare, has gained substantial traction. Globally, 20% of women aged 18-24 purchase skincare products due to influencer endorsements, highlighting the significant impact of influencer marketing.
Broad Appeal of Influencers
Influencer marketing is not confined to younger generations. In the UK, influencer audiences are 81% more likely to use social networks to find products and 17% more likely to have made an online purchase within the last week compared to the average social media user. This broad appeal underscores the effectiveness of influencers in driving brand discovery and purchases.
Trust and Authenticity in Purchase Decisions
Balancing Clout and Credibility
While influencer marketing is influential, it must be approached strategically. In the UK, 10% of consumers say influencer recommendations significantly increase their likelihood of buying a product online, but this figure rises to 43% when discounts are offered. Trust and authenticity are critical, with influencer trustworthiness being the third most important factor in purchase decisions, following value for money and brand reputation.
Reddit’s Role in Trustworthy Recommendations
Matt Klein, Head of Foresight and Methods at Reddit, highlights the importance of trust in today’s media landscape. Unlike traditional top-down media environments, platforms like Reddit foster a community-driven approach where users seek recommendations from trusted sources. An impressive 93% of Reddit users express satisfaction with the platform’s recommendations, indicating a higher trust level compared to TV ads and salespeople.
Methodology
GWI Core, the platform’s flagship survey, is the world’s largest ongoing study of online audiences. Refreshed quarterly, it provides unique insights into online behaviors and trends. The figures in this report are drawn from GWI’s online research among internet users aged 16-64, representing the online populations of each market. Note that in regions with low internet penetration, such as parts of Latin America, the Middle East, Africa, and the Asia-Pacific, the online population tends to be younger, more urban, affluent, and educated than the general population.
FAQs
How has social media changed brand discovery? Social media has become the leading channel for brand discovery, surpassing traditional methods like search engines and TV ads. Platforms like TikTok and Pinterest are particularly influential, especially among younger generations.
What role does TikTok play in brand discovery? TikTok has significantly increased its influence in brand discovery, with more consumers using the platform to find and follow brands. The number of consumers using TikTok for product research has tripled since the end of 2020.
Why is Pinterest popular among Gen Z? Pinterest’s focus on inspiration-driven shopping resonates with Gen Z. Nearly 39% of Pinners use the app for style inspiration, and Gen Z is 54% more likely to use Pinterest compared to the average consumer.
How do influencers impact purchasing decisions? Influencers play a crucial role in shaping purchasing decisions, especially among younger generations. Recommendations from influencers are particularly effective in categories like skincare and clothing.
