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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.

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It's not surprising to see that social media platforms like TikTok and YouTube are gaining popularity as sources for product research among young users. With the rise of influencer marketing and user-generated content, platforms like TikTok and YouTube offer a more engaging and authentic way for users to discover and learn about products. If you need to buy real tiktok followers, then contact us here:

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