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The Ripple Effect of Following a Brand on Social Media

Social Media Marketing Influences Purchase Intent

It’s no surprise that consumers are influenced by what brands their friends and family follow on social media networks. Nearly one-fifth of US internet users would buy a brand if a friend followed that company on social media. In March 2012, 22% of internet users worldwide said they would buy from brands that they saw that a friend “liked” or followed on Facebook or Twitter.

A demographic profile shows:

  • 18% of females would buy a brand because of a friend’s social endorsement.
  • 17% of females would buy a brand because of a friend’s social endorsement.

And younger consumers were more likely to buy because of a “like.”

  • 23% of internet users under the age of 35 more likely to buy.
  • 21% of internet users between the ages of 35 and 49 are more likely to buy.
  • 9% ofiInternet users between the ages of 50 and 64 are more likely to buy.

A May 2012 study from internet advertising network Burst Media about web users’ preferences and habits found many reasons why US internet users really followed brands on social media. Keeping up with the latest content was the most popular reason, cited by 43.5% of moms, 44.4% of other women and 30.7% of males. Read more…

Reasons US Social Media Users Follow Brands on Social Media, by Gender, May 2012 (% of respondents in each group)

Companies need to keep in mind the big impact of “liking” a brand has on their business. It is not enough to just have a social media presence anymore. Companies must engage with their fans and brand advocates who can help support and recommend their brand.

Contact Customer Insight Group to find out how you can engage with your customer on Social Media.

Mary Shaw