NEW GEN Z 101: Unlock & Outlast Microtrends

The influence of #TikTokMadeMeBuyIt is certainly strong, but Facebook and Instagram are still primary drivers of ecommerce traffic.

Feb 02 2022

The influence of #TikTokMadeMeBuyIt is certainly strong, but Facebook and Instagram are still primary drivers of ecommerce traffic. From cleaning products, to Aerie leggings, to The Ordinary skincare, and the plethora of books on #BookTok, TikTok has been driving up sales for products of all kinds. And while TikTok tends to get all the credit because of the organic way in which products go viral, it’s not the only social platform helping rack up sales for brands. According to ecommerce platform MikMak, Facebook and Instagram are still the biggest drivers of ecommerce traffic (2021 research shows Facebook and Instagram accounted for 56% of web shopping traffic—TikTok only accounted for 10%). Social media famous razor brand Billie remains a great example of how brands can remain relevant on OG social media platforms in the TikTok age. From the beginning, the brand’s main marketing push has been on Instagram and they have created a “number of viral campaigns” on both Facebook and Instagram. While it factors TikTok into its marketing mix, the platform isn’t its primary channel. Additionally, MikMak found that paid and organic posts on Instagram both saw conversion rates of 18%, while organic posts on TikTok had a 14% conversion rate and paid media had a 2.3% conversion rate. YPulse’s social media research shows Instagram and YouTube are the top two social platforms for Gen Z to find products / services to buy, while Millennials are more likely to go to Facebook and Instagram. (AdAge)