Consumer trends shaped by social media videos can provide surprising clues about the process of influencing shopping decisions of such videos.
Tubular Labs' latest research, using artificial intelligence-based tools to monitor consumer intuition, focuses on video categories and the behavior of social media users.
Covering the giants that shape social media such as YouTube, Facebook, Twitter, Instagram, Twitch and TikTok, the research was carried out on a wide range of nearly 1 million topics and 11 billion videos. It is among the interesting results of the research that there is a possible connection between the videos consumers watch and their shopping trends.
For example, those who follow Food Network on social media tend to visit the websites of insurance companies such as State Farm and Geico 9 times more. In the same research, it is stated that those who follow beauty videos are 5.84 times more likely to buy Nintendo DS games from Amazon than a standard Amazon browser.
These data can be a guide for alternative expenditures to be allocated in marketing budgets. The link between the rapid rise of videos on the most popular social media platforms and video-based shopping trends can be considered a useful insight for investments to be made in platforms in an uncertain 2023.
The same research predicts that 2023 will be the year of content producers. In 2022, it is observed that influencer content is watched 13.2 times more than traditional media and brand content combined. Accordingly, the influencer market is expected to continue to grow next year and reach 10 trillion monthly views on all platforms. The numbers are leading the industry's leading agencies to prioritize content producers in their strategies.
The popularity of the video shows that social media has become a new medium for shopping. Consumers now tend to watch videos instead of reading description texts for shopping. Brands and agencies also have to pay attention to the effects of social media videos on consumers' purchasing decisions from now on.
Source: https://digiday.com/marketing/what-these-latest-consumer-affinity-trends-tell-us-about-marketing-in-2023/
