Insight of the Day: TikTok, YouTube Searches More Popular Than W-O-M for Young Social Media Users’ Product Research

This article highlights how young social media users (18-29) rely more on social media for product research than traditional word-of-mouth (WOM) methods. Here are the key takeaways:

• Young Adults Favor Social Media Research: This age group uses TikTok (40%) and YouTube (35%) more than asking family and friends (28%) before buying something.

• Influencers Drive Purchases: For 18-29 and 30-44 year olds, influencer posts are the biggest motivator to try new products, compared to TV ads preferred by older demographics (45+).

• TV Ads Less Effective for Youth: Young social media users find TV ads the least influential compared to influencer content, paid social media ads, and banner ads.

• Social Media Shopping on the Rise: Nearly two-thirds (65%) of respondents are open to buying directly through social media platforms.

Social Media Platform Preferences:

• Best Platform for Influencer Marketing: YouTube is still considered the best platform overall, but TikTok is gaining traction (especially among women).

• Men vs Women: Men favor YouTube over Facebook for influencer marketing, while women favor TikTok over Instagram.

• Platform Preference by Age: For the youngest demographic (18-29), TikTok is king, while preference shifts to a tie between TikTok and Instagram for 30-44 year olds. Facebook remains the top platform for influencer marketing among older adults (45+).

Overall, the article suggests a significant shift in how younger consumers research and purchase products. Social media platforms, particularly TikTok and YouTube, are becoming increasingly influential for reaching younger audiences.

Source: https://www.marketingcharts.com/digital/social-media-232810