Report: Facebook and YouTube Lead in Social Media Product Discovery

Facebook and YouTube are the most frequently used social media platforms for product discovery and research, according to Bazaarvoice’s Shopper Experience Index. The report, based on a survey of over 8,000 consumers across seven countries, highlights how social media is increasingly influencing shopping habits.

While TikTok has gained attention for its role in social commerce, the report finds that it ranks fourth in overall product discovery (25%), behind Facebook (54%), YouTube (53%), and Instagram (41%). However, among Gen Z shoppers (ages 18-24), Instagram is the most preferred platform (69%), followed by TikTok (50%), indicating that younger audiences are driving TikTok’s growth in this space.

Beyond product research, social commerce is also on the rise. The percentage of shoppers completing purchases directly on social media platforms has increased by 82% from 2021 to 2024. In 2021, only 17% of shoppers made purchases via social media, but by 2024, that figure had grown to 31%.

Despite this growth, social media is still not the primary starting point for most shopping journeys. Only 8% of consumers begin their searches on social platforms, while traditional online searches (32%) and online marketplaces (29%) remain dominant. Older shoppers tend to start their product research via search engines or physical stores, whereas younger consumers are more likely to turn to social media and mobile apps.

The report also underscores the importance of an omnichannel shopping experience. Over 80% of respondents expect a seamless transition between online, in-store, and mobile shopping. Additionally, 75% of shoppers engage in “webgrooming,” where they research products online before purchasing in a physical store – something that could be leveraged to guide users towards purchases through a more complex marketing funnel.