Nearly half of the world’s population spends time on social media for at least 3 hours per day and over 54% of these users use their social media platforms, like Facebook, Instagram and YouTube, to research products they want to buy.
Social media is the ideal platform to tell your brand story and connect with customers on a more human level, which is probably why 52% of all brand discovery still happens on public feeds. Paid advertising on these social platforms allows you to put your brand front and centre on these user’s feeds and educate them about your products and services. Ad impressions on these feeds are only growing — seeing a 20% year-over-year uplift in the past 12 months.
And, we aren’t just talking about social networking sites like Facebook, YouTube is essential to the buying journey too. 90% of ads on YouTube drive an uplift in brand recall, and 80% of people state that they watched a YouTube video early in the research stage of their buying journey.