A recent report by HubSpot indicates that social media is on track to overtake traditional search engines as the primary channel for brand discovery.

Key findings:

  • 82% of businesses believe consumers will discover brands through social media rather than search engines.
  • 70% of brands are now selling products directly via social media.
  • Nearly 80% of brands advertise on major social media platforms like Facebook, Instagram, YouTube, and TikTok.

Shifting customer preferences:

  • 74% of organizations anticipate that social media will become the preferred customer service channel in 2024.
  • Customers are increasingly turning to social media direct messaging over traditional phone support.

The rise of TikTok:

  • Among social media platforms, TikTok is perceived to have the most significant growth potential, with over half of businesses (55%) expressing this belief.
  • This trend is likely driven by the younger generation's preference for the platform.

Embracing the shift:

Businesses are recognizing the importance of establishing a strong social media presence to meet customer expectations and achieve success. This includes understanding customer preferences and tailoring engagement strategies accordingly.