A March 2024 survey by IZEA found that 67% of US social media users are at least somewhat likely to look up information about products on social media sites before they buy them.

According to a forecast by EMarketer, US influencer marketing expenditure will total $8.14 billion this year.

However, an effective social media presence extends beyond influencer posts. “Brands need to make sure they have an organic presence on social media, where existing customers are broadcasting their use of products, in order to encourage prospective customers to buy,” reported EMarketer.

According to an EMarketer July 2023 study, YouTube is the most common social media tool among Gen Zers investigating products, with 35.0% routinely doing so.


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