The Manifest surveyed 537 social media users from across the U.S. to explore how they interact with brands on social media and how these interactions influence their buying decisions.
The key findings appear in the following lines:
- People and brands can use social media to connect with each other; 74% of consumers follow brands on social media, and 96% of these consumers interact on social media with the brands they follow.
- People trust what they see on social media, and as a result, 67% have made a purchase after seeing an advertisement on social media.
- Women are more likely to base their buying decisions on something they see on Facebook, Instagram, and Pinterest, while YouTube and Twitter have more of an impact on men’s buying decisions.
- Younger generations spend more time on social media than older generations and are more likely to be persuaded by social media advertisements: Millennials (77%) are more likely to make a purchase after seeing an advertisement on social media than Generation Xers (69%) and baby boomers (48%).
- Despite the #DeleteFacebook movement, consumers are more likely to make a purchase from a brand they follow on Facebook (52%) than Instagram, YouTube, Pinterest, Twitter, LinkedIn, Snapchat, and Reddit combined (48%).
- Consumers interact with brands on social media in a variety of ways such as liking brands’ posts (51%), leaving reviews (31%), mentioning a brand on their own profile (22%), direct messaging a brand (20%), and tweeting at a brand (18%).