How Does Social Media Impact Consumer Buying Behavior?

Think social media is just another way to entertain yourself? Think again. While scrolling through Instagram and TikTok is definitely a means for connecting with friends and catching up on the latest trends, it’s also become a powerful tool influencing consumer buying behavior.

In fact, a whopping 76% of social media users have purchased something they saw on social media – a trend that highlights the impact social media has on our purchasing decisions. 

For more on why social media is an important tool for small businesses, check out our guide on the subject.

The Influence of Social Media on Purchases

Instagram and TikTok have transformed into online shopping platforms where users can discover and purchase products as (or even more) easily than they can on a company’s website. Additionally, influencers and user-generated content (UGC) play a role in showing users what products people they trust are loving, how they use them, and what they look like on-body. 

For me, it was the viral 3-pack OQQ bodysuits I saw on TikTok. I was sold after I saw a girl with my body type try them on in an ad. I paid the low-risk $20 and they arrived in the mail less than a week later– and let me tell you: I LOVE THEM!  

So, Why Do We Trust Social Media Recommendations?

If the users and products we see on social media aren’t people we know, why do we trust them? Well, for a few different reasons. Let’s get into it: 

1. Relatability: Social media allows us to see real people using and reviewing products, unlike the models we see online. This sense of authenticity and relatability makes recommendations from people on social media more trustworthy compared to the traditional ads we’re flooded with.
2. Influencer Power: Have you ever followed someone online for so long that it feels like you know them? Same. Influencers typically have large followings and engaging content, which significantly impacts consumer decisions. Their endorsements carry weight because of the established trust they have with their audience, similar to the impact celebrities can have in say, your fave Super Bowl Commercial. We're looking at you, Michael Cera!  

3. Interactive Engagement: Unlike traditional online shopping, social media is interactive and enables users to ask questions, read reviews, and watch live demos. This kind of engagement helps in making informed purchasing decisions because users feel like they’re able to interact with someone who has already made the purchase they’re thinking about making, similar to say, asking your friend to try on their favorite sweatshirt before buying one for yourself. 

The influence of social media on consumer buying behavior is undeniable. With a majority of users making purchases based on what they see online, it’s important for both businesses and marketers to leverage this trend to connect with potential customers.

So, what’s the last thing you bought after seeing it on social media? How did it turn out for you? Share your experiences with me on IG to continue the conversation!