Four out of five consumers would be more likely to buy a brand more often in the future after being exposed to its social media presence, while 83% of consumers exposed to social media would trial a brand’s product, according to a study conducted by the IAB UK and Marketing Sciences. The research also found that social media played an important role throughout the traditional purchase funnel and delivered a clear ROI. In terms of top-level awareness, brand metrics for consumers who were exposed to social media were stronger and more stable than for the consumers who were not.
“The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands.,” says Kristin Brewe, the IAB’s director of marketing and communications. “This isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.”