Social Media Is Increasing Brand Engagement And Sales

Last week, I wrote about how using video to market your products is a game changer, especially via social media. I highlighted several tools that make it easier than ever to share your latest promotional or educational video. A recent study from GlobalWebIndex reveals some important facts in this post and this one (image below) about how social engagement is increasing and visual content platforms are driving it.

UPDATE: In a recent 2019 study, these organic, smart tips were given for how to increase your Instagram Following for Free (Never buy followers...).

• 40 percent of people are likely to say that they follow the news on a social media platform (to put that in perspective, only 41 percent say they use a social media platform to keep up with friends)
• Almost 40 percent of users are following their favorite brands on social media
• 1 in 4 users are following brands on social media from which they might make a purchase
• Social commerce is gaining traction primarily in the research and brand interaction stages of the purchase journey (though most things are still bought through a retail site)

I personally don’t follow many brands that sell consumer items, but I can tell you that I often get tech and gear news from Instagram. For example, I found out about the DJI Osmo Mobile 2 smartphone gimbal (stabilizer system) on Instagram first, and I’ll often hear updates about movies I want to see on a social media platform.

Social Media Shopping AKA Social Commerce Is Growing

What does this have to do with selling stuff and making money? Well, it doesn’t yet, at least not directly. However, indirectly is where things get interesting. I have definitely seen a correlation between my interest level and my purchase intent based on compelling visual stories that are told through the brand’s accounts or its influencers/ambassadors. For instance, after I watch a sponsored video, if the gadget or item is good, I likely will head to Amazon to put the product on a wishlist. It is accelerating how quickly I “discover” a product and give it more serious attention.  

As I said above, I check my Instagram quite a few times each day. GlobalWebIndex states “time spent on social media is up and is now at around 2 hours and 15 minutes per day.” That’s good, for the platforms, but also good for the companies advertising when they see more viewing activity on their ads. I’m willing to bet they are seeing more purchase activity, too. The research seems to point to it. GlobalWebIndex defines “shoppers” as people who say any of the following:

• They use social media to research/find products to buy
• Social media is one of the main sources they use when looking for more information about a product brand or service
• The option to use a "buy" button on social media would make them more likely to buy something online

Imagine if there was a big large Amazon-esque one-click “buy” button right next to that picture of a hip T-shirt or that DJI Osmo Mobile 2?. How many people would make an impulse purchase? Customers do not like the feeling of being sold, but the research is showing, at least for some of the platforms, that consumers are engaging more often and at a deeper level. They might not be hugely offended if they had the ability to buy right in the app. Although I don’t think anyone is buying those cat videos.

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Note: If you need more social media sales advice, check out a post by Forbes' Jacquelyn Smith here.