Social Media Link Releases Third Annual Social Recommendations Index to Show How Consumer Conversation Impacts Purchase
The Social Recommendations Index, an annual survey of 21,000 active users of social media, conducted by Social Media Link, aims to discover how consumer recommendations and social networks impact purchase decisions.
This year’s index uncovered how reviews and recommendations play a role in the entire path to purchase. During the busy time of holiday shopping, consumers undeniably rely on the latest trends and advice from their friends and family to help plan and decide various purchase decision. Take a look at the infographic below for some key highlights from the study.
Some key takeaways include:
REVIEWS AND RECOMMENDATIONS ARE WEIGHTED DIFFERENTLY THROUGHOUT THE PATH TO PURCHASE.
It’s abundantly clear that the proliferation of consumer opinions across the Internet, whether through social media or other online channels, has impacted every stage in the path to purchase. While the words “reviews and recommendations” are likely at the forefront of every marketer’s 2016 objectives, it’s important to remember that consumers don’t view these online channels as a whole; they carefully weigh different sources with varying levels of trust and impact.
“REVIEWS AND RECOMMENDATIONS” SHOULD NOT BE A ONE-SIZE-FITS-ALL OBJECTIVE.
For brand marketers, it’s imperative to consider how consumers leverage different relationships and online channels. Most importantly, brand marketers will benefit from looking at “reviews and recommendations” as a diverse set of strategies tailored for different audiences at different stages of the purchase cycle. Taking a one-size-fits-all approach to addressing consumer opinions and word-of-mouth can lead to missed opportunities or spending dollars where and when it doesn’t make sense.
SOCIAL NETWORKS HAVE HELD CONSISTENT YOY, BUT WATCH OUT FOR THE RISE OF CERTAIN SOCIAL CHANNELS AS VALUABLE RESOURCES.
Looking to grow awareness about your brand? Prompting YouTube reviews might be an interesting bet for 2016. Need help educating consumers when they’re considering your brand? Time to make sure your presence on a retailer’s and your own brand website are integrated with opinions from other consumers. Sparking advocacy? Make a plan to allocate some free experiences with your product as a catalyst for reviews, and drive advocates to share with family and friends – their efforts will be most successful in driving brand results.
Download the full results here.