Social media's role in shaping shopping habits

Few things have shaped our lives as much as social media. From how we interact with each other, to how we perceive and share information. Social media has had a profound impact on not only our online habits but everyday interactions as well. This entails shopping, both online and in-store, as well as various activities that revolve around it. So, for this article, let's explore social media's role in shaping shopping habits and how you can make the best use of it.

How social media shapes shopping habits

Combining social media and shopping is by no means a novel idea. If you stretch the definition of social media to any platform where users are free to post their content, it is arguable to consider Craigslist as a social media. As such, you shouldn't wonder whether or not social media has shaped shopping, but what modern social media trends have the biggest impact on it.

In our view, it is best to consider the impact of social media through the lens of information. What it brought is the idea that there is no difference between the audience and the publisher. Everyone and anyone can post whatever (or almost whatever) they want. As such, it became far more important to be able to filter through vast amounts of data, than to be able to retain or locate it. This shift from retention to filtration is the essence of how social media has changed our online behavior in general, which includes shopping.

Product discovery and exploration

It is best not to think of social media as an add-on to online shopping but as a market in its own right. After all social media platforms are places where users can discover new products and brands through various channels such as ads, sponsored posts, influencer content, and recommendations from friends. It is also a place where we can post our own reviews and recommendations, and help guide people to better purchases.

So, unlike traditional shopping, social media entails far more interactivity between brands and customers. Finding a decent brand is no longer about catching the right ad or going through Google, but more about becoming part of the right audience. People will tell you all you need to know about various products, cost-quality ratio, brand values, etc... And others will likely ask questions that never crossed your mind. So you, as a customer, don't need to struggle with doing your own research. Instead, you rely on social media to aid you. Younger audiences are well aware of this. So much so that TikTok can easily be considered a search engine, and not only a social media platform.

User-generated content

Another benefit of social media is that it is far more difficult to control when compared to other platforms. For instance, if a brand doesn't like what someone says about them on their website, they can quite easily delete it. Meanwhile, if someone posts something unflattering on social media, that is there to stay. This is one of the key reasons why we perceive social media as more trustworthy, while standard marketing content does seem a bit more forced and dishonest.

As a result, social media platforms thrive on user-generated content (UGC) such as reviews, testimonials, and photos shared by customers. While positive UGC acts as social proof, validating a product's quality and reliability, you have negative reviews or comments can deter potential buyers. The visibility of UGC allows consumers to make more informed decisions by gauging others' experiences with a product before making a purchase. Furthermore, the prevalence of UGC motivates users to leave reviews of their own. As such, social media provides a platform where the impressions of the users come first, and brands come second. So, you can imagine why it plays such a pivotal role in modern shopping.

Influencer marketing

Now, of course, not all social media users have the same reach. Some are simply better at providing insightful, funny, and overall more interesting reviews of products. Over time, they build their authority within the audience where their input is considered far more valuable than that of regular customers. Since this status gives them a fair bit of market influence, we call them influencers.

If brands wish to get any notable presence within a market it is in their best interest to work with influencers to further their cause. While before brands would either work with marketing agencies or look for celebrities to endorse them, now the focus is on social media influencers. They, after all, are perceived as more trustworthy and down-to-earth than any celebrity.

Direct shopping features

For a long while, social media did solely serve for socialization. While you might do your research or converse with other buyers on social media, you would inadvertently visit their store for shopping. Well, this is no longer the case. Many social media platforms have integrated shopping features that enable users to purchase products directly from posts or ads. These features streamline the buying process by reducing friction between discovery and purchase, catering to impulse buying behaviors The convenience of shopping within the social media environment enhances user experience and encourages immediate action. And it enables users to not leave their platform, thus prolonging their time on it.

Trend Identification and Viral Marketing

Societal trends have always played a role in how we spend our money. After all, social trends dictate what people perceive as important, and brands are all too quick to adapt to ever-changing customer needs. Social media has not so much changed this as it has accelerated it. After all, we all know how easy it is for a certain content bit to become viral and reach a staggering amount of attention. And how quickly the same trend can become obsolete and forgotten. Social media has made it more important than ever to track viral content to properly orient content creation.

Trending products or styles can gain rapid popularity through shares, likes, and hashtags, prompting consumers to emulate or adopt the trend. A single bit of content that goes viral can easily skyrocket your marketing, especially if you already have a marketing base to build upon. A great example of this is Stanley Cups, where a single creative review opened a whole new market for the company. Successful brands often leverage viral marketing strategies to capitalize on these trends and increase their products' visibility and desirability among their target audience.

Personalized advertising and targeting

It is no secret that social media gathers personal data from its users. While TikTok is often criticized for it, Facebook and Instagram are hardly better. These platforms utilize sophisticated algorithms to discern what their users prefer. Doing so enables them to deliver personalized advertising based on user data such as demographics, interests, and online behavior. While knowing the general trends about Millenials and Gen Z is useful, you still need to go more in-depth if you wish to have resonating content.

This targeted approach ensures that users see relevant content and product recommendations. So, instead of trying to reach everyone and seeing what sticks, brands are able to target individuals that would actually be interested in them. This significantly increases the likelihood of engagement and conversion thus reducing the overall CAC. In marketing, this process is called personalization and is one of the biggest advantages of relying on social media. After all, what other platform has such a free reign to gather customer data, and then provide it for your business use? If optimized properly, personalization can enhance the shopping experience by presenting products that align with individual preferences and needs, fostering a more tailored and satisfying shopping journey.

Brand loyalty

The important feature of social media is that it makes it far easier to build brand loyalty. Keep in mind that there is a difference between customer loyalty and brand loyalty and that social media plays a much larger role in the second one. It fosters direct interaction between brands and customers through comments, messages, and interactive content. This enables brands to engage in conversations, address customer inquiries, and gather feedback in real time. Doing so goes a long way in fostering a sense of community and loyalty between brands and users. The more a brand manages to build relationships through social media, the more repeat purchases it will see, as customers feel valued and connected to the brand.

Make use of social media's role in shaping shopping habits

So, to sum up, social media plays a pivotal role in modern shopping. People use it not only to learn more about brands but also to converse with each other and directly shop. On the other hand, brands use social media to reach the right audience with their marketing and to build their online presence. So, if you wish to see success with your eCommerce in 2024, you must make use of social media in your online efforts. Here is how.

Create engaging and shareable content

First and foremost, you need to get a hang of what makes content shareable. Too many brands focus solely on ongoing trends without considering how their brand would fit into them. If you simply copy what everyone else is doing, you will inadvertently seem like a faceless brand trying to sell something. Instead, invest in building a distinct brand presence. You need to create content that is visually appealing, informative, and resonates with your target audience. Use high-quality images, videos, and compelling copy that grabs attention and encourages sharing. StorifyMe is a great platform in this regard, as it gives you a ton of tools to play around with. If a certain trend catches your eye, and you feel that you can integrate it, go for it. Otherwise, focus on building your brand first, and following trends second.

Utilize User-Generated Content (UGC)

It is hard to overstate the value of UGC, especially when it is well-made. No matter how good you get at content creation, you will never be perceived as trustworthy as common users. So, do yourself a favor and encourage customers to share their experiences with your products on social media. Report this UGC on your own channels to showcase real-life testimonials and build social proof. It helps in creating authenticity and trust among potential buyers.

In a similar fashion, you ought to look for social media influencers. Don't make the common mistake of trying to hire one that has the biggest audience. Instead, focus on those that present an authority within your target demographic. This first entails outlining who your target demographic is. But, through social media algorithms, this shouldn't be that hard.

Create shoppable content

Once you do get around to creating content, make sure that it is shoppable. Utilize features like shoppable posts or links in your bio (on platforms like Instagram) to make it easy for users to purchase directly from your social media content. The more you can reduce the steps between discovery and conversion, the more you can capitalize on impulse buying behaviors. If the buyer wishes to leave social media for further research, you should give them every reason to head to your website.

Final thoughts

Overall, social media's role in shaping shopping habits goes beyond mere exposure to products. It shapes consumer perceptions, facilitates informed decision-making, and enhances the overall shopping experience. It also provides personalization and seamless integration of shopping within social platforms. As such, it is paramount for any brand to embrace social media and make the most of it. While it will change in the foreseeable future, it is hard to imagine a scenario where it will lose its importance.

‍