Teen Vogue recently did some ‘social soul searching’ by surveying 1,074 of their loyal magazine readers, aged 13 to 29. The survey (coined ‘Seeing Social Through the Millennial Mindset’) discovered what social media platforms their readers are engaged on and how they’re using social media facets.
The survey discovered Instagram is for building awareness, Pinterest drives word of mouth, and the two together inspire purchase transactions. The overall research was done to help brands ‘make the most of their marketing strategies’ and in the end, complete the sale.
The key discovery is that ‘not all social is created equal,’ what users are doing on Facebook is not what they’re doing on another platform; this is why there should be specific strategies across each different channel. Overall, Millennials are using YouTube for how-to tutorials and looking at Pinterest for product information and images. Reviews and recommendations are also on YouTube, then the sales and deals are found on Facebook. Statistically, 26% of survey respondents have made a purchase directly from a social media feed, Instagram being the #1 platform for purchases. In general, social media is how to get your brand noticed and to sell products through gaining attention and users