Despite exhibiting waning popularity among younger audiences—and despite weathering several recent user-data privacy and security scandals—Facebook remains the number-one platform when it comes to influencing consumers’ buying decisions, according to a recent report released by business news site The Manifest.
According to The Manifest’s report, more than half of social media users surveyed (52 percent) said they’re likely to make a purchase from a brand they follow on Facebook, more than the total number of consumers who follow brands on Instagram (16 percent), YouTube (11 percent), Pinterest (10 percent), Twitter (6 percent), LinkedIn (2 percent), Snapchat (2 percent), and Reddit (1 percent) combined.
Altogether, more than two-thirds of respondents (67 percent) admitted making a purchase after seeing an advertisement via social media.
Facebook’s success as a gateway for customer conversion undoubtedly stems from the fact that the platform still accounts for the lion’s share of overall social media activity in the U.S. But the site’s audience also appears to be a factor, as the report suggests that different social media platforms influence men and women’s buying decisions as well.
|Different social media platforms influence men and women’s buying decisions differently.|
According to the report, women are more likely to make a purchase from an ad on Facebook (56 percent), Instagram (17 percent), and Pinterest (14 percent) than men (45 percent, 12 percent and 3 percent, respectively). Men, on the other hand, are more likely to be driven by ads they see on YouTube (18 percent) and Twitter (11 percent) than are women (7 percent and 3 percent, respectively).
Age also appears to be a predictor into consumers’ decisions to make a purchase after seeing an advertisement on social media. More than three-quarters of Millennials (77 percent) said they’re likely to make a purchase after seeing an advertisement on social media, compared to 69 percent of Generation X members and 48 percent of Baby Boomers.
About three-quarters of respondents (74 percent) said they follow brands on social media and virtually all of them (96 percent) reported interacting with the brands they follow in some way or another. The most common way consumers interact with brands, according to the report, involves liking brands’ social media posts, an activity cited by more than half of respondents (51 percent). Nearly a third (31 percent) said they write reviews, 22 percent said they mention brands on their own profile, 2 percent said they direct message brands and 18 percent reported tweeting at brands.
The Manifest’s “2019 Consumer Social Media Survey” polled approx. 540 adult social media users in the U.S. Research was conducted using brand intelligence research company Survata.
The Manifest is the sister site of D.C.-based research and consulting firm Clutch.