For many buyers, it’s simple: They make a purchase when they find something they want to buy. There are, of course, many ways that social users can find products they like on social media. And our exclusive primary research reveals that there is a multitude of other reasons why buyers choose to make purchases on social platforms.
Our survey shows that ads convince many social users to tap or click “buy.” Excluding “found product(s) I like,” ads were the biggest driver of social purchases, on par with deals, offers, and coupons. Overall, 30% of social buyers said they had made their most recent purchase because they saw an ad for it.
That’s strong evidence that the platforms—and the brands that use them—should continue to prioritize social commerce advertising features over other commerce tools. It also questions the importance of newer—or more niche—commerce features like creator initiatives and live shopping in driving social purchase decisions.
Understanding why social buyers make purchases is vital for the social platforms and brands to reengage existing buyers and convert new ones.
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