Platforms like Instagram or Tik Tok now allow consumers to directly purchase products that are promoted by influencers, including cosmetics. This new distribution channel is in full expansion. The research firm YouGov was interested in the phenomenon and conducted a study to find out if French consumers were receptive to it.
The survey was conducted online, with 1007 people representative of the French national population, between January 5 and 6, 2022.
First of all, YouGov wanted to measure the popularity of commerce on social networks. 26% of French people have purchased a consumer good via a social network. “It should be noted that 47% of respondents say that they do not imagine making this type of purchase one day.”
When the French decide to buy a product, they prefer:
• Facebook (at 73%)
• Instagram (46%)
• Snapchat (11%)
• Tik Tok (at 7%)
• Twitter (at 6%)
• Pinterest (at 5%)
• 21 Buttons (at 2%)
Reasons to buy on a social network
Panelists explain that they are driven to consume on these platforms by:
• The possibility of having a promotional offer
• The inability to find the product elsewhere (exclusive distribution)
• The convenience of the experience
• The promotion made by an influencer
On average, they spend less than 50 €.
Brands collaborate with influential personalities on social networks. They post sponsored content. This advertising is effective on 13% of the panelists.
However, this does not mean that consumers will immediately make a purchase. On the contrary, …
