Report Finds Social Media Brand Accounts Key for Online Sales

As the “golden quarter” (the quarter containing Christmas, and therefore driving a lot of sales) approaches, new research from e-commerce specialist Visualsoft highlights the enduring importance of both brand websites and branded social media accounts in driving consumer engagement and sales. While brand websites are important for securing purchases, social media has become an even stronger sales funnel in recent years.

The report, based on a survey of 2,000 UK adults, shows that while only 17% of all adults engage with brands via social media, this figure jumps to 67% among 18-24 year-olds. Additionally, 35% of this age group is influenced by social media influencers when making purchasing decisions, compared to the overall average of 14%.

More specifically, the report has found that younger audiences are far more engaged with social media marketing than other age groups. While conventional ads (like the nostalgia-driven television ads typical of many Christmas marketing campaigns) are still just as powerful, social media has become core to a lot of multi-channel marketing efforts.

Sarah Burke, Head of Social Strategy at Visualsoft, emphasized the growing role of platforms like TikTok, where consumers spend more than 70 minutes daily. She noted that TikTok in particular has seen a 200% increase in use as a commerce platform, even if users still end up on brand websites for their purchase.

With 37% of consumers reserving their big purchases for the Christmas quarter and 65% identifying price as their primary decision-making factor, social platforms have become even more effective. The right social media marketing efforts can present a product, communicate a price, and lead customers to consider and hopefully purchase it – all within a short span of time.