Picture a world where consumers’ buying behaviours are significantly swayed by online platforms.

A world where social networks serve not just as a communication tool but as a commercial platform that influences the purchasing decisions of its users.

Welcome to the reality of the modern-day UK consumer market, where social media has become an integral part of commerce.

The Rise of Social Media

The emergence of social media as a social space has transformed the way businesses interact with their consumers. It’s not just about spreading product knowledge or brand awareness anymore.

Today, social media is about building relationships, establishing trust, and creating an immersive customer experience.

Social media has a significant influence on UK consumer behaviour. According to a study, 53% of UK consumers spend two to four hours a day on social media, while 25% spend more than five hours a day (1).

Social media has a direct impact on consumer buying behaviour, and marketers should understand how it influences consumer behaviour.

Social media platforms are an emerging behaviour for buying, with 24% of UK consumers saying they have bought through a social media platform in 2021 (3).

Social media has a direct influence on purchase decisions, and consumers who are influenced by social media are four times more likely to spend more on purchases (4).

A study found that Instagram has more power than other social media platforms in influencing consumers’ buying behaviour.

Social media has shortened the customer journey and amplified the impact of social proof or word-of-mouth (4).

The Effect of Social Media on Consumer Behaviour

The Power of Social Proof

Ever noticed how you’re more likely to try a new restaurant if a friend recommended it? That’s social proof in action.

Online platforms amplify this effect, with testimonials and reviews swaying consumer purchasing decisions immensely.

These platforms serve as the stage for discounts, special offers, and packages, further enticing consumers to make a purchase.

The Role of Social Media Influencers

In this digital age, influential figures have a significant sway on consumer behaviour. From fashion icons to fitness gurus, these online stars utilise social media to share their personal experiences with products and brands, affecting the buying decisions of their followers.

The Impact of Promotions and Deals on Buying Decisions

The power of a good deal can’t be understated. Discounts and sales promoted on social media platforms can lead to a surge in conversions, influencing consumers to follow through to purchase.

This is especially true for mobile shoppers who appreciate the ease of making a purchase right from their social feeds.

Actionable Insights of Social Media Influence

Social media analytics involves the collection and analysis of data points that help measure social media performance.

By analysing social media data, businesses can gain insights into their audience, content performance, and overall social media strategy.

These insights can help businesses make data-driven decisions to improve their social media presence and grow faster (1).

Social media business intelligence is another way to gather actionable insights from social media. It involves leveraging the power of social media to improve corporate security strategy (2).

To obtain actionable insights from social media, businesses can use social media analytics tools, such as Mentionlytics, which provides metrics to track, case studies, examples, and more (3).

The Shift in Buying Behaviour During the COVID-19 Pandemic

Increased Online Shopping

The pandemic undoubtedly accelerated the shift towards online shopping. As consumers adapted to lockdown measures, their purchasing habits changed, with social media playing a pivotal role in inspiring purchases.

Changes in Brand and Product Awareness

The pandemic also led to shifts in brand awareness. Many consumers, particularly millennials, discovered new brands and products through social media, becoming a part of the coveted brand demographic.

Images and posts on these platforms significantly affected their purchasing decisions.

The Effect of Social Media on Consumer Experience

Enhancing the Customer Experience Through Social Media

With the rise of digital channels, companies are leveraging social media to enhance customer satisfaction.

From personalised recommendations to swift customer service responses, brands are utilising these platforms to improve the overall customer experience (CX).

The Online Presence of Brands and Its Influence

The digital footprint of a brand greatly affects its image. A strong online presence can enhance brand trust, drive more traffic, and ultimately lead to higher conversions.

This influence extends to the brand’s social media profiles, where engaging content and active interactions with followers can make a significant difference.

Social Media PlatformEffects on Consumer BehaviorExamples
Twitter– Drives action through brand mentions in tweets– Boost in sales attributed to product mentions\n- Valuable medium for customer support and feedback
– Facilitates customer feedback and support
– Influences purchasing decisions within the fashion industry
Facebook– Engages consumers through passive activities and community participation– Interaction through liking, following, and sharing brand content\n- Shoppable Facebook ads for easy product purchase
– Allows direct buying and influences purchasing decisions
– Impacts consumer behavior and marketing strategies
Instagram– Boosts brand perception– Positive impact of brand presence on perception
– Influences purchasing decisions
– Provides a platform for product research– Accessibility of product research
– Reshapes social behaviour and purchasing habits, particularly among Gen Z– Showcasing products through visual content\n- Influencer recommendations
TikTok– Influences purchasing decisions throughout the purchase journey– Users discovering new brands and products\n- Immediate purchases inspired by TikTok
– Drives immediate purchases and product research– Higher likelihood of convincing others to buy products\n- Transformation of shopping habits for Gen Z
– Impacts consumer behaviour and marketing strategies

The Future of Social Media and Consumer Behaviour

As the lines between social networks and commerce continue to blur, the effect of social media on consumer buying habits will only grow.

Businesses must adapt to these changes, leveraging user-generated content, friends’ social media posts, and positive reviews to influence purchasing decisions.

As more millennials and future generations grow with these online platforms, the trend towards social commerce is expected to rise.

In Summary

Social media’s influence on UK consumer behaviour is profound, and it’s here to stay. From providing social proof and enhancing customer experience to driving brand and product awareness, social media has revolutionised the way consumers make their purchasing decisions.

As we move forward, the power of social media in shaping consumer behaviour will only increase, making it a critical tool for businesses in the ever-changing digital landscape.


How has social media influenced consumer behaviour in the UK?

Social media has significantly influenced consumer behaviour in the UK by providing social proof, promoting deals and discounts, boosting brand awareness, and enhancing customer experience.

What is the role of social media influencers in consumer behaviour?

Social media influencers play a crucial role in swaying consumer behaviour. Their opinions and recommendations can significantly affect their followers’ buying decisions.

How has the COVID-19 pandemic affected consumer behaviour on social media?

The pandemic has accelerated the shift towards online shopping, with social media playing a pivotal role in inspiring purchases. It has also led to shifts in brand awareness, with many consumers discovering new brands through social media.

How do brands improve customer experience through social media?

Brands improve customer experience through social media by providing personalised recommendations, swift customer service responses, and creating engaging content that resonates with their audience.

What is the future of social media’s influence on consumer behaviour?

As social media continues to integrate with commerce, its influence on consumer behaviour is expected to grow. Businesses will need to leverage user-generated content and positive reviews to influence purchasing decisions effectively.

About the Author

Des Dreckett

Des Dreckett is the eCommerce and growth Marketing Director of XenMediamarketing.co.uk: a writer, blogger and a paid media specialist.

Writing content to help you grow and build your business.

Share your thoughts

Your email address will not be published. Required fields are marked

What is 11 + 15 ?
Please leave these two fields as-is:
IMPORTANT! To be able to proceed, you need to solve the following simple math (so we know that you are a human) :-)
{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}
Seraphinite AcceleratorOptimized by Seraphinite Accelerator
Turns on site high speed to be attractive for people and search engines.