Social media isn't just for humble bragging and funny cat videos. Retailers, take note—1 in 3 shoppers plan to get holiday gifting ideas from social media this season. This shouldn't come as a surprise as social outlets are easily accessible and part of daily life.
Whether it's curated or original content, social networks give brands an opportunity to engage shoppers while marketing their products. Let's zoom in on the top social outlets for gifting inspiration and why they're so successful.
Pinterest ranks as the top social outlet for holiday gift ideas—27% of shoppers say they plan to find gifting inspiration on the social network. The visually aesthetic site gives consumers context—they're able to see how a product could be used, styled, or gifted. There's several ways retailers can establish themselves as a go-to for Pinspiration:
- Anthropologie, 82
This brand uses Pinterest to establish itself as a leader in the fashion industry and a source of inspiration for shoppers. Instead of solely pinning their own products, they pin content from several sources, which builds their credibility as a reputable lifestyle brand.
- Target, 73
Target only pins their own products, but it works. They don't just use images of items on a shelf or screenshots from their site—products are photographed in a home or on a model, which gives consumers context and inspiration for gift and personal purchases.
Regardless of whether a brand pins their own content or draws from multiple sources, retailers should seize the opportunity to establish themselves as a source of inspiration on Pinterest by providing context for their products.
35% cite this social network as a source of gift inspiration. Facebook is a great way to advertise and get discovered—80% of people remember seeing an ad for a retailer's app on the site. Because of this, it's not surprising that Facebook ranked as the second-highest social channel for gift inspiration. As users scroll through their feed, targeted advertisements provide gift ideas organically.
YouTube appeals to niche communities like gamers and make-up gurus—18% say the video streaming site is where they'll go for gift ideas. Individualized audiences on YouTube make it the perfect place to search for a gift tailored to someone with specific hobbies or interests. YouTube reviewers are also popular and could heavily influence a consumer's likeliness to purchase a product—6 out of 10 teen users say a YouTuber has changed their lives or how they see the world.
Wrapping UpOther social outlets ranked as follows:
- Instagram (15%)
- Twitter (9%)
- Snapchat (7%)
While Instagram, Twitter, and Snapchat aren't the top ranked social platforms, they shouldn't be overlooked. Compelling digital content across social networks contributes to the overall perception of a brand and builds cross-channel consumer engagement. For example, Anthropologie's beautiful Instagram feed matches their aesthetic Pinterest page, which helps build customer relationships while marketing their products.
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