Facebook still influences buying decisions like no other

Facebook has had a tough couple of years with the platform’s dwindling usage suggesting it is starting to decline in popularity, with privacy scandals such as the one involving Cambridge Analytica doing little to help its cause.

However, the social media giant remains a hit with advertisers, thanks to the sway it continues to hold over people’s buying decisions.

In a new study from The Manifest, a business news and how-to website, it was revealed that more than two thirds (67%) of consumers have made a purchase after seeing as advertisement on Facebook.

It goes to show that if you use the platform to full effect, you can expect some pretty impressive results.

The other social media platforms simply can’t compete in terms of influence – consumers are more likely to make a purchase from a brand they follow on Facebook (52%), than on Instagram, YouTube, Pinterest, Twitter, LinkedIn, Snapchat, and Reddit combined (48%).

Commenting on why this might be the case, Andrew Clark, marketing strategist at Duckpin, suggests that Facebook is cross-generational platform, which attracts “those with a higher intent to purchase.”

Social media marketing pays dividends for brands

The survey results make a mockery of those brands who remain on the fence as to whether social media is a worthwhile investment from a marketing perspective. But Scott Levy, CEO of Fuel Online, warns against going making posts that are too sales-driven.

“Social media makes people feel closer to a brand, and it makes people trust a brand,” he explained. “The whole idea is not to use social media as a selling platform but to provide value to people.”

Ultimately, brands invest heavily in the channel to sell more of their goods and services, but must find ways of making their presence feel authentic through tactics such as influencer marketing. Although consumers admit to using social media to help them make purchasing decisions, they don’t want to feel like they’re being sold to. 

The interaction between brand and consumer needs to be more subtle, more natural and more authentic for a relationship to form.

Responding to those people who leave reviews (31%), mention brands on their own profile (22%), direct message brands (20%), and tweet at brands (18%) could result in loyal customers. It’s at this point that social media shifts from being purely a marketing tool to another customer service channel.

As a social media marketing expert, it’s on you to ensure the platform is being used to its full potential. Sometimes that means being bold in your guidance, backing up your proposed strategies with data such as that provided by The Manifest.

If you're a whizz with social media marketing, come and talk to the Stopgap team today to see what opportunities are waiting for you.