According to a recent joint study by ‘curalate.com’ and ‘OnePoll’, 76% of consumers purchase products they found in a social media post.*

What’s more important about this figure, is that 11% of consumers purchased the product immediately after finding it. That means that out of 100 people that see your product on a social media post, about 11 people will immediately purchase it. Furthermore, 44% of consumers end up purchasing the product online later, and 21% of consumers end up purchasing the product in-store at a later time. This leads to a 76% conversion rate from ad interaction to transaction. Extremely powerful.

Since 40% of consumers shop online at least once per week, and 7% shop online daily - it’s no wonder the transactability of online marketing is at an all-time high. When people shop more frequently online than in person, the ‘no-brainer’ conclusion is that online marketing is more important than local marketing. Furthermore, if you allow your business to have no online presence or even a weak one for that matter, there is almost a guarantee that you won’t see any legitimate growth as a business OR business owner. Forget all of the numbers and facts on this page for one second. Logically, when you need a product or service, are you turning to a friend or family member to ask for a referral first? Or are you looking online first, and then sparingly asking for confirmation from friends and family to see if there are any reservations related to whatever product or service you are purchasing? Most of the world would say the latter.

The Same study found that 50% of consumers would be influenced to purchase by UGC via a brand’s social media channel*, as opposed to other avenues of consumer attraction such as payment saving 49%), social shops (36%) and product pairing (39%). UGC is an acronym for User Generated Content, or social media posts with content from users of whatever product or service the brand is advertising. For example, let’s say you stumble across a social media post for a landscaper. 50% of consumers say they want to see an actual completed landscaping job with a testimonial from the customer involved in a social media post as opposed to not. It’s a quick way to develop trust with your audience, as it convinces the consumer that the product satisfied another person, which is simply good enough for them. Fortunately for you, Lamby Digital Marketing can bring the same level of success to your business whether you possess UGC or not.

And THAT’S because 65% of consumers say a brand’s social media post brought them to purchase a product that they weren’t previously interested in. That means that the age-old rebuttal of “social media isn’t targeted advertising” is actually a good thing. To exemplify why this is important - you are most likely not a billion-dollar brand owner. Most people don’t come online and search for a product by indie brands - branded searches are more often than not reserved for more well-known companies. For example, people who want running shoes will come on to Google and search “Nike running shoes” more often than “running shoes”. But, on social media, people will come on and scroll their feed, and Instagram will suggest things that they feel may pique their interest based off of their liked, shared and re-posted content. So, if someone is reposting, sharing and liking a lot of running content - the platform will algorithmically push active wear ads, running shoe ads, supplement ads and so on - and they won’t be brand-based suggestions. This leads to the consumer purchasing from a brand they originally weren’t necessarily interested in. Very simply put - this means it doesn’t matter what product or service you are selling - social media can help you sell it.