What’s happening:

It can be easy to question whether your social media efforts are really paying off, since the return is not always immediate or tied to a single click. But consumers are showing just how influential these platforms have become in shaping their shopping habits. Social media is not only a common place to discover new products, but it also prompts people to take meaningful next steps, whether that be visiting websites, reading reviews, saving posts, or adding items to their carts. Even when they don’t buy right away, they are saving, researching, and sharing, keeping brands top of mind until the timing is right. Social has grown into much more than entertainment; it has become a decision-shaper, guiding consumers from discovery through consideration and ultimately to purchase.

What we found:

  • 38% of respondents report learning about new brands and products while scrolling social media, ranking alongside sources like traditional TV ads (40%) and in-store discovery (39%).
  • Nearly three-quarters (74%) say they have purchased something after seeing it on social media, 43% of whom have done so multiple times.
  • Even when it does not lead to an immediate purchase, social prompts meaningful actions: 63% visit the brand’s website, 60% have looked up more information about the brand/product, and 36% add items to a cart or wishlist.
  • Not all content is created equal, though. Detailed reviews or comparisons (42%) and posts from people with similar interests (35%) are the types of brand content respondents say they pay the most attention to.

Why it matters:

These insights make it clear that social media is more than a top-of-funnel awareness play. It sparks curiosity, fuels research, and often initiates the steps that lead to eventual purchase. ROI may not always be instant, but the platform’s influence shows up in the actions consumers take along the way. Building trust through authentic voices, useful content, and clear product information can move people from passive scrolling to active consideration. Brands that treat social as a critical part of the discovery and decision-making journey, rather than just a conversion channel, will be better positioned to prove their value and capture long-term loyalty.

(N=956, MoE ±3.17%, 95% CI,

Data Collected: September 5-8 2025)

Take the Pulse of your Product’s Consumers

Our Insights team will partner with you to design a study to help you better understand your consumers and their problems, and how your brand can win at retail.