The Discovery Phase

When it comes to learning about a new product, many of us instinctively turn to Google. But I can’t help but wonder—how long before “TikToking it” becomes the new norm? The shift is already underway, and as someone who closely monitors trends, I find the numbers fascinating.

While Google still reigns supreme for product discovery among older generations—Gen X and Baby Boomers—it's clear that younger consumers are gravitating toward social media. Here’s what I’ve observed:

• Gen X and Baby Boomers:

  • Google: 61%

  • TikTok: 16%

  • Instagram: 9%

• Millennials:

  • Google: 39%

  • TikTok: 32%

  • Instagram: 14%

• Gen Z:

  • TikTok: 42%

  • Instagram: 26%

  • Google: 20%

These statistics reinforce a truth I've seen in my work: social media is becoming the go-to destination for product discovery. Brands that leverage partnerships with social media creators can significantly enhance their visibility. As Gen Z continues to gain purchasing power, connecting with creators they trust will be vital for unlocking your brand’s full potential.

The Consideration Phase

Imagine embarking on a road trip without GPS—it's tough to reach your destination without a guiding hand, right? Similarly, reviews play a crucial role in the buyer journey, directing consumers toward or away from your products.

While traditional written reviews have their place, the preference of Gen Z and Millennials leans heavily toward short-form video content on platforms like TikTok and Instagram. This trend allows potential buyers to see products in action and understand how they fit into daily life.

Consider these compelling statistics:

• Over 97% of consumers do some research before purchasing.

• For Gen Z and Millennials, product reviews are paramount:

  • Social media endorsements: 29%

  • Written reviews: 26%

  • Friends and family opinions: 24%

The appetite for reviews is undeniable, especially among Gen Z, who overwhelmingly prefer TikTok for this information:

• Gen Z:

  • TikTok: 39%

  • Google: 28%

• Millennials:

  • Google: 41%

  • TikTok: 23%

From my experience, the content created by influencers acts as a virtual try-before-you-buy. They excel at showcasing products in relatable settings—whether it’s a styling video or a day-in-the-life content piece. This type of social proof will become increasingly vital as we navigate the evolving ecommerce landscape.

The Purchase Phase

In-app shopping has become the fast lane for online retail, offering users a seamless and convenient shopping experience that aligns with their social media habits. I've seen how effective this can be:

• 68% of consumers report purchasing directly through a social media app.

• Over 25% of these consumers shop in-app more than once a week.

During peak seasons, like the holidays, buyer intent skyrockets, with 1 in 5 consumers planning to purchase gifts directly through social media.

Given the growing reliance on social media for product discovery and research, it’s clear that creators play a crucial role in driving conversions. They not only provide compelling calls to action that can sway potential buyers but also help brands leverage affiliate links and discount codes, making the offer even more enticing.

The Retention Phase

While generating buzz and driving sales is thrilling, the real work begins in the retention phase, where we cultivate lasting relationships with customers. From my perspective, the key to retention lies in fostering genuine engagement and creating personalized experiences that make customers feel valued.

Influencer marketing is incredibly effective here. Here’s how creators contribute to customer retention:

1. Building Community:
   Humans crave connection, and when they feel part of a community that shares their values, they’re more likely to remain loyal. I’ve witnessed how creators can foster this sense of belonging, making consumers feel invested in a brand beyond just the product.

2. Keeping the Brand Relevant:
   Influencers consistently engage their audiences, showcasing ongoing value and relevance for the brand. This keeps your brand in the conversation, attracting both existing customers and new prospects.

3. Facilitating Feedback Loops:
   Communities provide platforms for customers to express their opinions. When creators encourage feedback on products, it makes customers feel valued and helps brands adapt their offerings based on real customer needs.

The Advocacy Phase

The journey comes full circle in the advocacy phase. By delivering exceptional value and nurturing relationships, you’ll find that your loyal customers become your most valuable assets. They not only amplify your brand message but enrich it with their authentic experiences.

Influencer marketing plays a pivotal role here, activating followers as brand advocates. Their testimonials can generate social media buzz and genuine reviews, which are crucial in influencing new buyers. From my experience, collecting user-generated content from real customers who love your brand can significantly enhance your marketing efforts.

Key Takeaway

In today’s marketing landscape, influencer content is not just an addition to your strategy—it’s an essential element throughout the customer buying journey. By integrating creator content into your approach from discovery to advocacy, you can effectively convert prospects into buyers and buyers into lifelong advocates.