2023-06-26 14:45:11
Social networks have a majority of Internet users who already buy there!
How long is your brand exposed on social media to your consumers? Do you have an Instagram presence or strategic planning on Facebook? If someone a few netizens ask something on Twitter regarding your product or service, how long until the answer arrives? Neglecting social networks has the same effect as ignoring potential customers precisely where they remain connected for a long time.
At least that’s what the Comscore survey points out when it finds that Brazilians remain on social networks longer than on other web fronts. The most popular networks and their respective reach are YouTube (96.4%), Facebook (85.1%) and Instagram (81.4%), with TikTok, Kwai and Twitter coming next.
Brazil is the third country where people are connected and interacting on social networks, losing to India and Indonesia. The volume of internet users surveyed by another survey, “Trends of Social Media 2023”, is 131.5 million connected users, surpassing 356 billion minutes equivalent to 46 hours of connection per user each month
For Ediney Giordani, CdO at KAKOI Comunicação, having a presence on social networks is vital, but having a strategy to take advantage of this time spent by people browsing the most different social networks can define the future:
“The worldwide report “The Influencer Marketing Factory” showed that 57% of those interviewed had already made a purchase at the same time that they watched a live via social network, which demonstrates an evolution in the way the public consumes in transmissions of some content.”
Giordani explains that the most important thing is to understand the behavior metrics in each social network. Facebook and Instagram users, for example, demonstrate to be more interested in travel, so it makes sense for a company in this segment to invest more in these networks:
“Social networks can converge on themes, such as travel, but also show different subjects. If traveling is a common subject, on Face many followers show interest in
telecommunications, while on Insta, the topic of health and quality of life is in greater demand. TikTok shares interest in telecommunications with Facebook, but has a grip on games. Each network has intersecting behaviors and more unique ones. You just need to know where to post content.”
Social media sales and growth
The survey also showed that, between January and December 2022, the combined growth of Facebook, Twitter and Instagram totaled 15.6 billion shares, representing 17% growth compared to the previous year. The fact that people shared less did not affect sales volume, which is an individual behavior:
“People are buying more online since the pandemic, and with so many people on social media it is normal for these sales to happen in this environment regardless of whether or not there is sharing. Sales happen when there’s a planned ad campaign that lands on who’s going to buy” .
influencers with everything
Another factor that impacts sales is to include digital influencers in the planning. Comscore’s own study showed that content promoted in actions with digital influencers generates a lot of engagement reflected in sales:
The strength of influencers lies in the behavior of the public on networks, increasingly demanding and selective with what they consume. Many are not tied to products or organizations, but to their favorite influencers:
“When a person is 100% adept at a brand A shoe, they are unlikely to change their purchase. Now, if this same person has more confidence in an influencer than in a product, the chances of an engagement or even commercial campaign with these people working are high. The focus of those who are on the social network is satisfaction” concludes Giordani.
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