A recent Clutch survey highlights a significant gap in the digital buyer journey, with 98% of consumers discovering products on social media, yet only 15% completing purchases directly on these platforms. This disconnect underscores the challenge brands face in converting visibility into sales, prompting a reevaluation of social media’s role in the sales funnel.
98% of consumers encounter products or services on social media platforms.
78% are influenced by brand content, but only 15% buy directly on social media.
Facebook and YouTube lead weekly usage at 73%, followed by Instagram (58%) and TikTok (39%).
YouTube is the top platform for product research, used by 49% for tutorials and long-form content.
Facebook (59%) and TikTok (53%) dominate direct purchases with seamless in-app checkouts.
Combining authentic organic content with paid ads boosts trust and drives faster conversions.
Social media platforms are central to product discovery, with Facebook and YouTube leading as the most frequented platforms, attracting 73% of consumers weekly. Instagram follows at 58%, while TikTok engages 39%. For product research, YouTube stands out, with 49% of consumers using it as a visual search engine for tutorials and in-depth content. This highlights YouTube’s strength in delivering long-form, informative content that shapes purchasing decisions.
When it comes to direct purchases, Facebook leads with 59% of consumers using its native shopping features, followed closely by TikTok at 53%. Both platforms benefit from seamless in-app checkout experiences, which reduce friction in the buyer journey. However, the low overall conversion rate of 15% across platforms signals a need for brands to optimize the path from discovery to purchase.
“Marketers are doing the hard part by earning attention and trust, but there’s still friction at the final step,” said Anna Peck, who oversees marketing content at Clutch. “Social platforms are powerful for building brand awareness, but their path to purchase isn’t always seamless.” To bridge this gap, brands must focus on platform-specific content that aligns with consumer behavior on each channel.
Authenticity remains critical for building trust, but scale is equally important. “Brands see the strongest results when they boost top-performing organic posts or creator content as ads, keeping social proof intact,” Peck noted. “Organic drives results, but more gradually. Paid delivers faster and at scale once the creative clicks.” Combining organic content with targeted paid campaigns can maximize both reach and conversions.
To succeed in social commerce, brands must prioritize seamless user experiences, from discovery to checkout. This includes crafting content tailored to each platform’s unique audience and leveraging native shopping features to minimize friction. By reinforcing trust at every stage, brands can convert social media visibility into tangible sales.
The Clutch survey underscores the need for a strategic approach to social commerce, balancing authentic engagement with scalable paid strategies. For a deeper dive into the findings, the full report is available on Clutch’s website.
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