By now, we all know young people are making plenty of their shopping decisions based on their social media feeds. The recommendations influencers (or really, anyone viral) make are ones Gen Z and Millennials trust and follow. But, many types of content are limited to a “link in bio” or a thread of comments with product names in order for other users to buy what they see. Some, however, come with integrated product details, and the ability to purchase directly from the post, without the extra steps that might make them reconsider spending. This “social shopping” has been around for years, but young consumers are growing ever more sold on its presence in their regular social media feeds. For years, YPulse has tracked the different ways social media platforms integrated shopping: Meta created Facebook “shops” and broadened who could link products on Instagram, Pinterest and Snapchat added snap-to-shop features, and TikTok added shopping tabs to business profiles. Every brand is finding a way to make social shopping part of...
- Article
