Social media is knitted in today’s digital fabric and influences our emotions and decisions, unlike anything human societies have ever experienced. As per sprout social, 71% of the consumers were using social media in 2021, this is almost a quarter and a half of the populace.
With changing social dynamics in the past two years, the consumers, who were social distancing or working from home, sought the missing connectivity and experience in social media.
With improving mobile devices and user interfaces and hundreds of brands popping up every day, social media has become a hyper-mall in its own right.
By surfing on their couches, consumers find it easier to look for the stuff they need. They can figure out whether or not to buy a product based on how credible the social media page looks.
The impact on consumers’ minds depends on how brands are marketing themselves. So, if any business wants a product to be popular, it has to weigh the psychological persuasion that will make them click the buy button.
To make your understanding clear, here are some points on how social media helps you buy.
When people are searching for an item, their search begins with Google. Once the product is typed on google, it will automatically show ads on your social media feed. There is no question that social media promotes your product much quicker than any other advertising medium.
Furthermore, 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic (Stackla).
This means that social media is not just a medium for awareness but building credibility. If you want to show off your best products, social media feeds give you the exposure to impress your customers with your creativity.
Direct Customer Service
Social media connects customers directly with the brand, which builds reliance in customers' minds that they can always reach out through a comment or a DM on Facebook or Instagram.
Direct Customer service builds trust and cuts off the artificiality of technology. You can also answer your customer's queries related to their orders.
Another important aspect of direct customer service is that for many businesses, that do not have an online shop or website, consumers can opt for ordering via DMs. This creates a huge scope of growth for small businesses that cannot have a proper selling medium. They can put pictures of their products and get orders directly.
Platforms are designed to sell
All social media platforms have a supported marketplace, designed to make buying and selling easy. Direct buying and selling are far easier than loading a website and filling up details.
Social media shops give quick access to consumers, making their buying journey easy. In 2014, Facebook added a ‘buy’ call to action, this feature allowed consumers to buy a product straight away without hindering their scrolling.
Following suit, Instagram also developed a shop tab that has given access to thousands of consumers, which is more convenient than the foot traffic one would expect at a brick-and-mortar shop.
The influencer culture is the fuel of social media buying today, the bigger the followership, the more convincing power an influencer has over the audience.
Consumers are more inspired to buy if recommended by people with credible social standing and authority. Plus adding to the influencers' experience in trying and reviewing new things on the market, they can compare similar products and suggest which one should a person buy.
Adding to this, many brands prefer to use influencers for marketing rather than celebrities as this gives an unfiltered impression which helps to resonate with a common man.
Great Reviews can’t be neglected in the process of impacting customer behaviour.
Consumers are 71% more likely to make a purchase based on social media referrals. (Hubspot)
Recommendations from peers and friends are meaningful. But scrolling down reviews from strangers and getting impacted by them is a strange yet very successful phenomenon on its own.
Getting praised and receiving 5 stars on social media platforms (where most of your audience is) will be extremely favourable for business growth. And let’s also not forget, the reviews are double-edged swords too. Bad reviews can be harmful at the same time.
Stories can sell too
Who could have thought?
Instagram and Facebook stories, YouTube shots, Snapchat and Ticktocks aren’t just here to scroll down. You can influence your customers intensely through morsels of content that will get them hooked. The story trend began with Snapchat introducing them as a format but Instagram gave it the real boost, which has now over 500 million active users.
Stories allow a lot of flexibility for businesses that want to build their authenticity by sharing behind-the-scenes, processes, work culture, events, discounts and a lot more.
Social media is quite a jungle these days with hardcore algorithms fighting to bring content forward.
You can’t influence your clientele as easily with other stuff as with Reels. This new feature can create short, innovative and immersive brand stories. Its newer algorithms can expand your audience easily, which means you can influence your audience very fast.
Social media is increasingly becoming the air we breathe. Therefore, it influences buying behaviour more than anything. If you want to make an impact, make sure to utilize all the tools of social media marketing that you can find.