By pbump@hubspot.com (Pamela Bump)

Marketing is all about meeting people where they are — and more often than not, they’re on social media. For this reason, it’s the perfect vehicle for product discovery.

Of course, not all social media platforms are created equal, especially when it comes to product discovery. So, if you’re looking to pinpoint the platforms consumers use the most for product research, you’ve come to the right place.

Here, we’ll dive into:

• The top social media channels consumers use for product discovery
• What types of content consumers watch and engage with
• Social media research habits
• Which platforms you should market your products on

Let’s dive in.

Shopper research is critical for a better understanding of the customer journey from initial searches to website visits and eventual purchases. Plus, the advent of digital- and mobile-first interactions has made this research even more important as the customer journey now includes multiple paths and touchpoints from start to finish.

For example, prospective buyers might hear about your brand from a friend, do their research on social media, and then interact with your ecommerce store through their mobile device.

Understanding all touchpoints along this journey can help companies create more seamless and streamlined experiences for consumers and increase overall ROI.

The Top Social Media Channels Consumers Use For Product Discovery

22% of consumers prefer to discover new products via social media, according to HubSpot’s 2022 State of Consumer Trends Report. Let’s take a closer look at the channels they leverage for product discovery:

Gen Z

57% of Gen Z have discovered new products on social media in the past three months, and 71% say it’s where they most often discover products.

Almost half (49%) of Gen Z consumers prefer to discover new products via Instagram Stories. This isn’t too surprising when you consider 90% of people follow a business on Instagram. On top of that, Gen Z ranks Instagram as their favorite social media app.

In second place, 41% want to discover new products through a short-form video — such as a TikTok or Instagram Reel. Since these platforms pull a younger audience, this adds up.

Millennials

Millennials prefer to discover new products via feed or story posts. This could be anything from an Instagram Story to a Facebook post. Facebook, in particular, is the social app Millennials visit the most, followed closely by YouTube.

On top of that, Millennials also like to discover new products through short-form videos (36%).

Gen X

Gen X discovers new products on social media more frequently than any other channel, even though it isn’t preferred. Like Millennials, they’re most likely to find new products via feed or story posts.

Interestingly, this age group likes to discover new products through short-form videos (41%) in equal measure to Gen Z. It’s clear that short, snackable content is appealing to this demographic. In fact, 36% of …read more

Source:: HubSpot Blog

Author: Aaron