How Consumers Find Products on Social Media [New Data]

Consumers Discover Products on Social Media: Insights and Strategies

Today’s marketing landscape hinges on meeting people where they spend their time—primarily on social media. Social product discovery is becoming increasingly important for brands aiming to connect with their target audience.

Investing in methods to help consumers discover products on social media platforms can lead to higher engagement and sales. This article explores top social media channels and their impact on product discovery based on recent data, offering actionable strategies for marketers.

Effective shopper research is essential to understand the customer journey from initial interest to final purchase. With the increase in digital- and mobile-first interactions, mapping this journey includes multiple touchpoints. Customers might hear about your brand from friends, research you on social media, and make purchases via mobile devices. Knowing all these touchpoints helps create seamless consumer experiences, which boosts ROI.

Leading Social Media Platforms for Product Discovery

In the 2024 State of Consumer Trends Report by HubSpot, it’s revealed that 26% of consumers prefer discovering new products on social media. Here’s a deeper dive into the specific social media channels where different generational cohorts find new products:

Gen Z

Among Gen Z, 40% report discovering new products via social media in the past three months. Furthermore, 41% prefer this platform for product discovery. Notably, almost half (48%) favor short-form video platforms such as TikTok and Instagram Reels, with TikTok emerging as a favorite for nearly one-third of respondents.

Millennials

The lines blur between Millennials and Gen Z in how they discover new products. Like Gen Z, 43% of Millennials discovered a new product via social media recently, with 47% favoring short-form video content. Erica Santiago, a HubSpot Marketing Manager, notes that seeing products in context through short-form videos helps consumers quickly gauge their interest.

Gen X

Interestingly, 40% of Gen X also use social media to find new products, similar to Gen Z. The majority prefer short-form videos.

Baby Boomers

Baby Boomers are less inclined toward social media for product discovery, with only 20% discovering new products this way recently. Interestingly, 43% of the ones who use social media favor marketplaces such as Facebook Marketplace.

Effective Social Media Product Strategies

Dizzy With Excitement

Dizzy With Excitement, a quirky wallpaper brand, enhances brand visibility by collaborating with influencers like TikToker Kaarin Joy, creating unique wallpaper designs showcased via short-form videos on TikTok.

Heidi Daus

Known for dazzling statement jewelry, Heidi Daus partners with creators like Andrea’s Fashion Galaxy on TikTok, leveraging their reach to showcase their glamorous pieces in style-focused content.

Fenty Beauty

Fenty Beauty, famous for its influencer marketing, employs innovative strategies such as TikTok filters. The “Lip Combo Generator” allows users to virtually try different lip product combinations, increasing engagement and promoting their products.

Gibson

Gibson Guitars utilizes Instagram to highlight its products through high-quality videos and photos, often featuring professional musicians. This visual approach works well to attract a visually-driven audience.

Popular Types of Product Content on Social Media

Consumers enjoy engaging with branded content on social media. The top types of content include:

• Funny content, which 52% of consumers find the most memorable.
• Product demos and teasers that effectively showcase brand offerings.

Choosing the Right Social Media Platforms for Marketing

Determining the right platforms to market your products can significantly impact your success. Here’s a closer look at some leading social media channels:

1. Facebook: With 3.07 billion monthly active users, it’s an excellent platform for free promotional strategies and paid advertisements.
2. YouTube: Ideal for visual content like demos and tutorials, it has a broad reach across various age groups.
3. Instagram: Best for targeting Gen-Z and millennials through influencer marketing, shoppable posts, and video content.
4. Pinterest: A platform for inspiration boards, perfect for brands focused on visual products.
5. Reddit: While trickier to navigate, effective for creating discussion threads in niche communities.

Final Thoughts on Social Media Product Discovery

Leveraging the diverse capabilities of different social media platforms is essential for effective product marketing. Tailor your strategies to fit your brand’s target audience, and you will see a significant return on investment.

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