From Scroll to Sale: How Social Media Influences What Consumers Buy

Sep 29

4 min read

Think about the last thing you bought because of social media.

Maybe you spotted it in a creator’s post, then searched for reviews on TikTok, watched someone demonstrate it on YouTube, checked the brand’s Instagram, read the comments, and eventually headed to the website to buy it. (or perhaps directly on their social media storefront!)

That is becoming increasingly common.

Salesforce reports that 53% of shoppers now discover products through social platforms, up from 46% in 2023. Among Gen Z, that number jumps to 76%.

And Sprout Social research found that 76% of consumers said content they saw on social media influenced a purchase within a six-month period.

With Black Friday, Cyber Monday, and the holiday shopping season approaching, understanding how social influences buying decisions can help brands create content that does more than generate likes – it can help move people closer to purchasing!

Social Media As a Discovery Engine

Social media used to be a place consumers went to keep up with friends, follow creators, or pass the time.

Now, it’s also where they find their next restaurant, skincare product, contractor, software platform, gift idea, or pair of shoes.

Consumers are increasingly discovering products without intentionally searching for them.

A product demonstration appears in their feed
A creator mentions a brand
A friend shares a post
An employee answers a common question
A before-and-after video catches their attention

Suddenly, a brand that was not on their radar five minutes ago is now something they are considering buying.

That means your social content is often making a first impression long before someone visits your website or speaks with your sales team.

Social Is Also Becoming Part of the Research Process

Consumers often use social platforms to decide whether something is worth buying.

Instead of only searching Google for “best running shoes” or “is this product worth it?”, shoppers can open TikTok, Instagram, or YouTube and see:

Someone using the product in real life
Before-and-after results
Customer experiences
Tutorials and demonstrations
Questions being answered in the comments
Comparisons between competing products
Creators explaining what they liked and disliked

For service businesses, the behavior might look slightly different, but the principle is the same.

Potential customers can visit your profile to see completed projects, hear from customers, meet your employees, understand your process, and decide whether your company feels credible.

Your social profile has become part content channel, part search result, and part digital storefront.

Social Proof Can Reduce Purchase Hesitation

Consumers know brands are going to say good things about themselves. What can carry even more weight is seeing other people validate those claims.

That is why customer testimonials, user-generated content, employee-generated content, reviews, creator partnerships, and organic conversations can be so valuable.

Instead of simply posting: “Our product is easy to use.” 👉 Show someone using it
Instead of: “Our team provides excellent service.” 👉 Share a customer talking about their experience
Instead of: “We know our industry.” 👉 Let an employee answer a question your customers regularly ask

This kind of content gives potential customers additional information they can use to make their own decision. It does not always need to be highly polished. Consumers increasingly value content that feels human.

How to Prepare Your Social Strategy Before Black Friday

Waiting until the week of Black Friday to start talking about your products means you may be entering the conversation after customers have already started researching and making decisions.

Instead, use the weeks leading up to your promotion to build familiarity and help people make informed decisions.

1. Start Educating Before You Start Selling

Create content around the problems your product or service solves.

Think:

FAQs
Product demonstrations
Comparisons
Buying guides
Tips
Common mistakes

2. Show Your Product or Service in Action

Do not make consumers imagine the experience if you can show it.

Use short-form video, before-and-after content, demonstrations, walkthroughs, and real-world examples to make the benefits easier to understand.

For service businesses, show the process. For product brands, show how people actually use the product.

3. Build Social Proof Into Your Content

Holiday campaigns do not need to consist entirely of promotional graphics.

Mix your offers with:

Customer photos or videos
Reviews
User-generated content
Employee expertise
Creator collaborations

4. Make Your Promotions Easy to Understand

When Black Friday arrives, consumers will be seeing a lot of offers.

Clearly communicate:

What is the offer?
When does it end?
Who qualifies?
What should someone do next?

Repeat the message across different formats rather than relying on one promotional post to do all the work.

5. Prepare for Questions

Social does not stop influencing the buying journey once someone becomes interested.

Consumers may head straight to your comments or DMs with questions about pricing, availability, shipping, services, or the promotion itself.

Sprout Social found that 68% of consumers expect brands to respond to social customer service inquiries within 24 hours.

Before your biggest promotions launch, make sure someone is monitoring those conversations and has the information needed to respond in a timely manner.

Social Media Is Part of the Buying Journey

Not every social media post will lead directly to a sale, and it does not need to!

One post might introduce someone to your company
Another could answer a question
A customer testimonial might build trust
A demonstration could move them closer to purchasing

… and a Black Friday offer may finally give them the reason to act! Use social to support consumers throughout the decision-making process.

If your brand is ready to turn social media attention into meaningful business results, Goaldy is here to help. 🤝 We offer full social media management, consulting, and content creation services that ensure your brand stands out against the competition every. single. time.