According to a new study by ecommerce specialist 8thBridge, more people prefer to share their favorite products on Facebook than on any other major social network. Of those surveyed, 63 percent say they share on Facebook, compared to only 25 percent on Twitter and 22 percent on Pinterest.
The numbers shouldn’t be too surprising, seeing as the social media site recently celebrated its one billionth member. The study also found that 70 percent of respondents would rather hear about a new product from friends’ comments or status updates than from a brand, and that 57 percent have used the site to ask friends for advice before making a purchase.
Additionally, 44 percent of respondents said they are most likely to discover new products on Facebook compared to 21 percent on Pinterest and 13 percent on Twitter. However, 37 percent said they don’t really pay much attention to posts about products.
Clearly a Facebook page alone doesn’t guarantee success. In fact, 64 percent of those surveyed said that more Likes on a product do not increase their chances of buying it. Brands will need to figure out how to best use this indirect feedback. It’s easier on Twitter, given the amount of public profiles and a fairly useful search bar, but tools like Insights API do provide numbers regarding how many people are talking about your product and sharing your content.
An increase in informative or comparative content (“our product vs. their product”) will likely occur, to encourage more content sharing within these conversations.
And while Twitter and Pinterest may never take Facebook’s place on the mountaintop, they’re continuing to grow. The lower numbers regarding product information sharing won’t deter too many brands from these outlets. In fact, the savvier companies will likely try to get those numbers up and see what a strong Twitter or Pinterest presence can really do.
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