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How Social Media Is Reshaping Product Discovery & Shopping Habits
The days of discovery through Google searches and glossy TV commercials are fading. Consumers - especially younger generations - are skipping traditional search engines in favor of something far more engaging: social media. If you want to sell something in today’s digital world, it’s not just about being online. It’s about being in the right feeds, on the right platforms, and speaking the language of scroll-happy shoppers.
From Browsing to Buying: Social Media’s Retail Takeover
Once a space for friends and memes, social media has transformed into a marketplace of its own. Today, 38% of shoppers find new brands and products via social media ads, posts, and recommendations - outranking both Google (37%) and TV ads (35%). Why? Because discovery on social media doesn’t feel like an ad - it feels like a recommendation from a friend, an organic part of the scrolling experience.
Platforms like TikTok, Instagram, and Pinterest are leading this transformation, but in distinct ways.
TikTok: Where Discovery Turns into Instant Purchases
TikTok is shaping buying behaviours like no other platform right now. Product discovery on the app isn’t forced - it’s embedded. Its hyper-personalised algorithm ensures that the right users see the right products at exactly the right moment, creating an almost irresistible pull to purchase.
What’s even more powerful? TikTok’s frictionless in-app shopping. Over 40% of users who’ve bought something on TikTok Shop were introduced to that brand on the platform. One moment they’re watching an influencer apply a viral lipstick, and within seconds, they’ve hit ‘Buy Now’ without even thinking twice. That’s the kind of effortless shopping experience brands need to tap into.
Pinterest: Where Gen Z Builds Their Dream Aesthetic (And Then Buys It)
Unlike the impulsivity of TikTok, Pinterest thrives on aspirational shopping. Consumers - especially Gen Z - aren’t just mindlessly scrolling here. They’re actively curating wish lists, gathering ‘inspo’, and planning their future purchases.
Almost 40% of Pinterest users rely on the platform for style and aesthetic inspiration, making it an ideal space for brands with a visual or lifestyle focus. And while Instagram and TikTok might dominate overall engagement, Pinterest’s influence among Gen Z is growing even faster. Brands that recognize Pinterest as a shopping destination (not just a mood board) are getting in front of high-intent buyers early in their purchase journey.
The Influence Game: Who Do Shoppers Trust?
There’s no denying it - young shoppers are deeply influenced by the creators they follow. Gen Alpha and Gen Z are looking at influencers not just for trends, but for shopping advice. Among UK teens, the use of social media to find products has surged 22% in just a year, largely fuelled by influencer-led recommendations.
Case in point? The ‘clean beauty’ trend. As beauty influencers promoted skincare minimalism, young consumers followed suit, sending sales of stripped-back skincare soaring. Among women 18-24, skincare is now the top product bought after an influencer’s stamp of approval - surpassing even clothing.
But Influence Alone Isn’t Enough - Trust Is Everything
Here’s where it gets interesting: while influencers wield major power, their recommendation isn’t always enough. Brands that assume clout translates to conversions are missing a critical piece of the puzzle - trust.
When surveyed, only 1 in 10 UK consumers said an influencer endorsement would most increase their likelihood of purchasing. Compare that to the 43% who said *discounts* were their biggest motivation, and the message is clear: trust matters, but tangible value wins.
Moreover, consumers aren’t just following individual influencers blindly. They’re turning to collective wisdom - platforms like Reddit, where unfiltered discussions and peer reviews carry more weight than a carefully curated ad. Social trust isn’t dictated top-down anymore - it’s crowd-sourced.