Social media increases brand awareness more than TV advertising
Social media is gradually replacing traditional online search. Users learn about new brands and products through advertisements on the platforms. In addition, many people search for information about companies on social media, bypassing search engines. Brand awareness on social platforms is critical to market success and the ability to scale.
The Social Media Trends Report demonstrated the power of social media. Consumers are actively using TikTok and Instagram platforms to research and purchase products. And the audience of these users is growing rapidly. The number of people searching for brands on TikTok has doubled since 2020. This data highlights the need to actively implement a strategy to increase brand awareness on social media.
The survey revealed the following trends:
- 42% of Generation Z use the platforms to research and shop for products;
- Generation Z is 16% more likely than other generations to use social media to search for products;
- Generation Z is 54% more likely than other generations to use Pinterest as a source of inspiration.
As you can see from the statistics, it is young people who prefer social platforms for shopping. They are attracted by the personalised content that social networks offer.
Experts note that the role of social platforms in the lives of consumers is increasing. This is leading to changes in habits and the way people shop. Given this fact, companies need to strengthen their brand awareness strategy in social networks.
It is important to consider the audience’s motivation when choosing a platform. For example, TikTok is an important channel for product research and discovery. Understanding consumers’ goals and behaviors in social networks allows companies to effectively build communication and present their products.
The role of influencer marketing
Influencers have evolved from content creators to a powerful tool for businesses. Influencer marketing is showing strong results in attracting new customers for businesses. Research shows that influencers play a key role for young users – the Alpha and Z generations. In the UK, for example, 12-15-year-olds are the most likely to turn to bloggers for recommendations. Influencers’ influence can also be seen in beauty and make-up:
- 20% of 18-24-year-old women have purchased beauty products following blogger recommendations;
- the number of European teens interested in beauty rose 13% in a year;
- skincare was the most popular product category purchased following blogger recommendations.
Influencer marketing helps brands build awareness through high levels of audience trust. Subscribers listen to the recommendations of an influencer they care about, increasing the effectiveness of advertising. However, the return on investment in influencer marketing depends on many factors. These include a long-term relationship between the company and the influencer, as well as alignment with brand values.