How Can Social Media Influence Consumer Buying Behaviour?
Social media is a bit like a mind game, not least for brands trying to promote their products and/or services online. This got us thinking as to how social media can influence consumer buying behaviour and what businesses need to do in order to keep up with the forever changing algorithms.
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Table Of Contents
- Reviews From Influencers
- Reviews From Other Connections
- Your Own Social Media Presence
- Social Media Advertising
- “Trending” Algorithms
Reviews From Influencers
These days, influencer marketing is having a greater impact on the consumer buying behaviour than ever before, influencing twice as many purchases. Large influencers such as public figures, bloggers and even those who share their life on YouTube and other streaming platforms are providing their opinion on some of the latest products, gadgets and holiday locations online, telling people their thoughts and what they liked and disliked. These are all a part of a “influencer marketing” strategy created by the brand in question in order to influencer a specific age category or those with a particular interest. For example, beauty brands are more likely to reach out to “beauty” bloggers, as they know that their following will be interested in the product(s) they are testing, helping to boost sales.
Reviews From Other Connections
Of course, it’s not just the reviews from those we don’t know personally that can impact our buying behaviour. Our own connections on social media platforms often share their own opinions about a product or something reviewable online. Most of the time, these experiences are positive but, in some cases, they can also be negative. From noticing reviews on your timeline written by friends, to a family members review that has been left on a businesses page, it’s kind of impossible to avoid any sort of influence before making a purchase – and even more so because you already have a connection to them!
Your Own Social Media Presence
As a business, it’s important to have an active social media presence on the channels that are right for your brand. In many cases, when it comes to social media for businesses, less is more, enabling you to focus on building up your presence on one channel before expanding to the next and so on. With this in mind, using 1 or 2 channels to start with can help to get your brand where it needs to be, turning visitors into buyers much quicker than if you were to manage numerous accounts at once.
Through being active on social media platforms such as Facebook and Instagram, you’re essentially showing your target audience and existing customers that you believe in your product(s) or service(s), implying that you’re not afraid to shout about it. As a result, users are more likely to click-through to your profile having seen that you posted 2 or more times in one day, helping to prove that it’s not just a “fad”.
Social Media Advertising
Social media advertising is just another factor of social that will influence a consumer’s behaviour, potentially swaying them to purchase from your business rather than one they have already bought from. This is because such advertising can be “hyperfocused” to specific audiences, enabling you to tap into those who already have a clear brand favourite. Essentially, instead of competing in Google, when it comes to social media advertising, you’re competing for space on the timeline or feed. The more your brand is shown to these users, the more likely they are to make a purchase.
Jasmine, Social Media Manager at Absolute Digital Media stated that:
These days, social media algorithms are unavoidable, with many platforms forcing brands to undertake additional forms of advertising alongside in order to get the most out of each channel. However, as a rule of thumb, posts with more engagements are more likely to appear at the top of the newsfeed, forcing brands to compete with likes, shares and even comments.
With this in mind, numerous businesses have adapted their strategies in recent months in order to ensure that their posts are seen. Many brands, such as Miss Guided and Innocent Drinks, have started to think “outside of the box” by posting additional content to encourage users to engage with them. Then, as users engage with these posts, later posts will begin to appear closer to the top of a users feed, helping to ensure that product-related posts are also captured by the audience – not just those that are relatable!
Social media is constantly changing and with more businesses than ever hopping onto the bandwagon, now is the perfect time to introduce social media to your brand if you haven’t already.
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