An eMarketer survey of 1,207 US social shoppers reveals that Snapchat has become the platform of choice for purchases on social networks, overtaking Instagram in terms of purchase frequency. [1] Indeed, Snapchat users are more likely to make regular purchases via the app.
The data shows that 16.3% of Snapchat users make a purchase at least once a week via the app, compared to 8.2% for Instagram. This difference is even more stark when compared to weekly purchases via Facebook, at 4.4%, reports Social Media Today.
Yet, it is the Meta group’s iconic social network that emerges as the most popular platform for making purchases over the year. Over 60.9% of respondents reported having made a purchase via Facebook in the last 12 months, compared to 8.6% for Snapchat. This popularity is due to its much larger user base and the possibility of buying second-hand items on Facebook Marketplace.
TikTok takes second place with 35.5% of respondents, followed by Instagram with 34.3%. Reddit comes in behind Snapchat, with 6.2% of respondents having made a purchase via the platform in the last 12 months.
The impact of short videos
Several factors may explain Snapchat’s popularity for online purchases. Firstly, the platform has introduced integrated shopping features that are particularly intuitive and appealing to younger users.
The study also highlights the importance of short videos in social media shopping. “Snap Stories” and “Reels” content on Instagram are particularly effective in encouraging users to buy things. Short videos have become the most influential type of content for social media commerce, yet consumers are not spending huge sums on these online purchases, the report points out.
Security remains a major concern for users of social platforms. Although security measures on social apps are similar to those on dedicated e-commerce platforms, the latter’s reputation plays a crucial role in inspiring trust. Indeed, users are more inclined to trust platforms like Amazon, which have a long history of secure transactions, says the study.
Despite these challenges, it seems that social media shopping is booming. Younger consumers, in particular, are becoming increasingly comfortable with the idea of shopping directly via social networks. Convenience and the growing integration of shopping functionalities may well make social media purchases the norm in the near future. Despite this, many users come to regret their social media purchases, suggests a separate survey also unveiled by Social Media Today.
