DISCOVER
Social Commerce
How much are social feeds and content creators influencing shopper's discovery of new brands and products?
Social commerce continues to grow and change the way people shop.
0%
of consumers have made a purchase based on an influencer’s recommendation in the past 12 months at least once
+10 points
compared to last year
0%
have made at least 2 or more purchases
In the last 12 months, how many times have you purchased a product or service based on an influencer’s recommendation?
FIGURE 13
0%
of shoppers who have purchased a product based on an influencer’s recommendation say the recommendation is always or sometimes accurate.
Not only are shoppers following the recommendations of influencers...
0%
...are following brands and retailers directly on social media (69% of 18-34 year-olds). This means they’re getting product content directly from the seller.
While consumers continue to see more content from different sources, some sources are more impactful than others.
For 18-24 year-olds, organic posts (not paid ads) from celebrities or influencers endorsing a product rank most impactful.
According to the data, these types of post are most likely to drive consumers to purchase:
FIGURE 14