Why social media became the place to buy during Covid-19: study – Location


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Burberry interacts with customers on TikTok – and other social media platforms. Image courtesy of Burberry

Social media has become a key location for retail inspiration and shopping during the Covid-19 pandemic, a time when stores have often closed, suggests a new study. And the fastest growth of all, he notes, has been on TikTok (+ 553%).

The platform saw its sales grow faster than the more established Pinterest (+ 356%), Instagram (+ 189%) and Facebook (+ 160%), according to a Bazaarvoice influenster study.

The study surveyed 3,373 UK shoppers and found that more than three-quarters (79%) said they were now more influenced by shopping on social platforms than a year ago. The last group (64%) had bought from Instagram in the past year, followed by Facebook (45%) and TikTok (24%). The number of people who say they “always” buy from their smartphone increased by 214%, and those who “always” buy on social media increased by 146%.

Ed Hill, SVP EMEA at Bazaarvoice, says: “The impact of the pandemic on social commerce is significant. Over the past year, commerce has become a fundamental feature of social platforms as consumers have spent more time on social apps. Brands that have seized this opportunity have been successful, as consumers are now more likely to see – and be influenced by – brand advertising, user-generated content (UGC), and influencer posts. ”

According to the study, social media plays a key role in encouraging shoppers to try new brands, with 70% doing so through social media last year and 49% opting for a new brand through social media. When asked what encouraged them to buy from a new brand on social media, 47% said it was relevance, followed by the benefits, features, or ingredients of a product (41 %), brand visual content (27%) and price (27%). ). When brands are previously unknown to the buyer, they are more likely to be influenced by product benefits, features or ingredients (45%), ahead of relevance 943%) and price.

“To stand out on these platforms, brands and retailers need to distribute content to all places where shoppers find their products, from the store to search to social media,” Hill says, adding: “In Encouraging consumers to buy their products on social media, retailers can take them from the point of product inspiration and discovery, to purchase without even leaving an app. However, social commerce isn’t just about making posts accessible for shopping, retailers need to take customers from simply buying online to actually shopping online with an engaging and inspiring buying journey. “

Bazaarvoice’s Influenster community – a social shopping experiment – conducted the research. The 3,272 people surveyed between March 8 and April 6, 2021 were 18% Gen Z, 71% Generation, and 10% Generation X and 1% Baby Boomers.

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