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How Does Social Media Influence Consumer Behavior?

It is no secret that social media rules a major part of all our lives today. It is used across the globe to connect with people and allow for a free flow of conversation and ideas. Google, Facebook, Twitter, Instagram, and LinkedIn are just some of the many social media platforms that people use for different purposes.

Customers share product reviews, professionals share advice on food and health, people give fashion tips, and so on and so forth. People have too many connections online, and that way more content is shared and consumed. This starts to influence other’s lives. People start to observe the lifestyle and buying patterns, etc. Statistics show that social media plays a major part in sales and purchases.

Social media has the power to influence a customer’s mind from the start. They look for reviews and recommendations, and social media provides them that. Initially, it helps to narrow down brands. Later on, influencers play an important role with their testimonials and can make or break a sale.

Here are a few ways in which social media influences consumer behavior.


Product awareness

Social media helps to generate awareness about a product. People look for solutions online when they have a problem and more often than not, they are guided to your product (if it serves the purpose). If you do not have a presence online, you need to start working on your social media marketing right away.


Social proof

People need social proof before they can commit to anything. They look for reviews and testimonials by people who have used the product before and this acts as social proof. Shares, comments, likes, and reviews tend to influence people and their buying habits. This also helps to build trust. Sharing videos and pictures give a better image of how happy a client is and this tends to increase conversion rate as well. The power of social media should not be undermined by sellers or buyers.


Promotions, deals, and discounts

Social media allows you to sign up for groups and forums you are interested in. these groups generally tend to offer deals and discounts to their members and these influences buying behavior. Statistics show that 64% of people wait for a sale to buy things. Social media is a very cheap tool to reach billions of active customers.


Social media influencers

Customers tend to believe recommendations from their favorite celebrities or influencers. They get inspired by their style and buy the same products as them. 49% of the crowd seek guidance from a social media influencer before they buy a product. If a famous gamer endorses a specific product, many people belonging to the gaming community will look to buying that product. Instagram, YouTube, Snapchat are just some of the ways influencers have control over the customer base.


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