The Growth of Social Commerce

Decades ago, the idea that most of the world’s population would one day be interconnected through a digital web was the kind of science fiction you would only see on a TV show or read about in a book. 

Fast forward to today, and we find ourselves living in that dynamic reality where 4.6 billion people—over 58% of the global population—are active on social media daily. This vibrant digital era is a big shift from the pre-internet era, where connection was limited to face-to-face interactions and phone calls.

The average person now spends roughly 6.5 hours daily navigating the online world. This surge in digital engagement means consumers are now 64% more likely to discover and purchase brands online.

As consumer shopping behaviors continue to evolve, they are quickly outpacing advertisers tactics. Advertisers need to focus on crafting compelling online campaigns to resonate with today’s digitally savvy shoppers and effectively capture these audiences across the vast open web.

‍Consumers Are Using an Omnichannel Approach for Information & Discovery 

Due to the proliferation of touchpoints and decision-making stages that modern shoppers navigate before making a purchase, the consumer search journey is becoming increasingly fragmented. Today’s consumers engage with 3-5 channels on average before making a single purchase. These include everything from social media, privacy browsers, and buy now, pay later (BNPL) apps.

This shift represents a significant opportunity for brands to engage with a tech-savvy audience in a space where their curiosity and purchasing decisions are increasingly driven by social and digital content. 

The integration of these diverse touchpoints into a cohesive shopping experience presents many opportunities and challenges for advertisers. Today, 84% of consumers prefer a mix of online and in-person shopping, 73% shop at an online marketplace monthly, and 60% shop on mobile apps monthly.

To effectively navigate this fragmented consumer search journey and maximize opportunities, advertisers must diversify their media budget to capture these consumers and be able to grow their market share outside of just the usual legacy search engine tactics. 

‍Why Social Search Has Become So Popular

Unlike traditional search on the SERP, social search provides consumers with much more personalized and digestible results. These results are curated from users' trusted networks and social communities, which fosters a greater sense of authenticity. Instead of scrolling through a list of impersonal, irrelevant links from Google, social search directly connects users with brands and information they’ve already deemed relevant and trustworthy.

With pay-per-click (PPC) ads frequently dominating the top of Google search results, it's no wonder that social search results often appear more authentic. Social search content is typically shared by fellow customers, adding a layer of credibility and social proof to the information and results being conveyed.

‍Rise of the Influencer

The explosive growth of social media has not only transformed how we connect, communicate, and consume but has also redefined what it means to be influential. Gone are the days when celebrity endorsements and reality TV stars were the primary touchpoints for consumer influence. Today, the realm of influence is democratized and decentralized, with everyday individuals emerging as powerful voices in their own right.

In the age of social media, influencers are not just famous faces; they are individuals who have cultivated trust and engagement with their audiences through authentic, relatable content. Consumers now seek out influencers who reflect their interests and values. This shift means that becoming an influencer requires more than just a quick rise to fame; it demands a commitment to creating valuable content and building real relationships with followers.

Thus, a significant opportunity for brands arises: the leveraging of influencer partnerships to significantly shorten the path to purchase between consumers and products. Platforms like LTK (formerly known as LIKEtoKNOW.it) exemplify this trend, providing a seamless way for influencers to share shoppable content directly with their followers.

‍For advertisers, this presents a dual advantage: Validation from trusted voices and a more direct path to sales, and piggybacking off the influence that social media personalities have harnessed for greater brand awareness, reach, and equity.

‍The Diversification Solution

Whether it’s social media, influencers, shopping apps, or other channels, one thing in this increasingly fragmented consumer journey is straightforward: diversification of media is paramount.

At adMarketplace, we look beyond the confines of legacy search engines and integrate cutting-edge search technology and transparent measurement to connect high-intent consumers with your brand throughout the omnichannel search experience.

Ready to diversify your search media budget to meet and convert today’s modern-age consumers? Connect with our team today.