Why Do We Trust Influencers?
Why are people turning to social media as a shopping source? It seems both saving money and trustworthiness are paramount. A little over half of social media shoppers of all ages say great deals are the main reason that they’re turning to social media. Positive reviews are another big reason, with 48% of respondents saying that’s what gets them to make a purchase.
Additionally, respondents cite experts and celebrity influencer picks, as well as how exclusive an item is, as reasons they head to social media for their shopping. And 36% of respondents that they simply think the product’s photos look cool. Why follow influencers in the first place? Fifty-five percent of people said that they were entertaining. We can’t argue with that.
What Are People Buying?
Apparel, whether it’s clothing, footwear, or accessories, is the most shopped product category on social media, the survey found. More than two-thirds of people used social media to discover apparel, while 49% of respondents went ahead and bought those items. Beauty and personal care items came in second place.
Shoppers who follow influencers also follow more friends and family members — which leads to more desire for community and authenticity with content, according to the study. The takeaways? Shopping and social media go hand in hand, and it won’t change any time soon.
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