The way people shop has changed. Today, the customer buying journey is over in a blink, often without consumers leaving the comfort of their favorite social media platform.
After conducting a recent consumer survey, we found that content creators are now central to each phase of this journey—from discovery to purchase and beyond.
In this blog, we’ll illustrate this evolution and help you get a feel for influencer marketing’s place within the new landscape. By the end, you’ll have the foundation you need to set forth on creating a full-funnel marketing strategy that touches every corner of the modern buying journey.
The discovery phase
If you want to learn more about a certain product, your first instinct might be to “Google it.” But how much longer before “TikToking it” becomes the new norm? It certainly doesn’t have the same ring to it, but the transition has already begun.
For now, Google is still the #1 place consumers discover new products online. But TikTok is the future. Data shows that the younger you are, the more likely you are to use social media over traditional search engines. Let’s take a closer look at the numbers…
Gen X and Baby Boomers are still fully on board with Google for product discovery. In fact, they prefer it (no surprise there):
- Google: 61%
- TikTok: 16%
- Pinterest: 12%
- Instagram: 9%
- Snapchat: 1%
Things start to get a bit more interesting with Millennials. They also prefer Google, but not by much:
- Google: 39%
- TikTok: 32%
- Instagram: 14%
- Pinterest: 9%
- Snapchat: 6%
For Gen Z, social media (specifically TikTok and Instagram) is where it’s at:
- TikTok: 42%
- Instagram: 26%
- Google: 20%
- Pinterest: 8%
- Snapchat: 4%
Why influencer marketing is critical to the discovery phase of the customer buying journey
The data makes it clear that over time, social media will be the go-to destination for product discovery online. TikTok has even rolled out paid ads features mimicking Google’s paid search to capitalize on this trend.
That means partnering with social media content creators who can introduce their audience to your products and services will only become more critical. As Gen Z increases its buying power, finding and partnering with creators they trust will be the key to unlocking your brand’s full awareness potential.
The consideration phase
If you’re heading on a road trip, how likely are you to reach your destination without a GPS? Probably not very likely.
We found that reviews play a similar role in the buyer journey. Without them to guide the way, your products are far less likely to end up on your audience’s doorstep.
And while there is certainly a place for written reviews, the Gen Z and Millennial appetite is primarily for short-form video content in TikTok and Instagram. That’s because social media allows for more depth in terms of really understanding a product and how it fits into one’s daily life.
Let’s take a closer look at some of the data about the consideration phase of the modem customer buying journey…
Over 97% of consumers do at least some research before purchasing. What makes them say “yes to a product? It all comes down to reviews.
For Gen Z and Millennials, reviews are even more important than the opinions of friends and family:
- Reviews and endorsements on social media: 29%
- Written product reviews: 26%
- Friends and family opinions: 24%
- If the product went viral: 11%
- Brand sentiment: 10%
So, the younger generations want product reviews. But where are they getting them?
For Gen Z, TikTok is king:
- TikTok: 39%
- Google: 28%
- Brand website: 15%
- Instagram: 12%
Millennials, on the other hand, still roll with Google:
- Google: 41%
- TikTok: 23%
- Brand website: 15%
- Instagram: 13%
Why influencer marketing is critical to the consideration phase of the customer buying journey
So, Gen Z and Millennials clearly want to see some reviews and endorsements on social media before they feel comfortable making a purchase. But why?
As ecommerce continues to evolve and more people buy products straight from their devices, creator content is as close to try-before-you-buy as it gets.
Styling videos, product tutorials, day in the life content, live Q&As—all of it is meant to spotlight the product in action. Creators are better than anyone at showcasing how easy it is to slip a product into a daily routine. And that type of social proof will only become more valuable for brands as time goes on.
The purchase phase
In-app shopping on social media is basically the fast-lane for online retail—it’s quick, convenient, and totally integrated into users’ social browsing habits.
Plus, it’s great for brands because it gives a direct line to consumers, making targeting marketing and personalized recommendations way more effective.
Today, in-app shopping is more popular than ever, with 68% of people saying they have purchased products directly through a social media app.
Over 25% of those people said they take advantage of in-app shopping more than once per week:
- More than once per week: 26%
- Once per week: 19%
- Once per month: 27%
- Once per season: 14%
- Once per year: 7%
- Less than once per year: 7%
Buyer intent goes up even more during the holiday season. In fact, 1 of 5 consumers said they plan to purchase holiday gifts directly through social media.
Why influencer marketing is critical to the purchase phase of the customer buying journey
Because more consumers use social media to discover and research products, it’s no surprise that creators have become more critical to turning that activity into actual conversions.
For one, creators can provide compelling calls to action that tip consumers who are right on the edge of purchasing. Plus, brands can equip those creators affiliate links and discount codes to sweeten the deal even further. Not to mention the fact that consumers can now buy products directly from a creator’s feed!
The retention phase
Creating buzz and driving sales gets all the glory, but the real work starts in the retention phase. This is where we start fostering those lasting relationships between you and your customers.
The key in the retention stage of the buyer journey is to drive genuine engagement, personalized experiences, and a sense of exclusivity that makes customers feel valued and understood.
Why influencer marketing is critical to the retention phase of the customer buying journey
Influencer marketing can be your secret weapon here. Let’s take a closer look at the importance of content creators in the customer buying journey:
1. Creators foster a sense of community.
Humans have an innate desire to belong to a community. When they feel part of a group that shares their interests and values, they’re more likely to stay engaged and loyal to the brand that fosters that camaraderie.
These types of communities make consumers feel like they are a part of something bigger than a brand or product. And by leveraging them, you can create a far more meaningful relationship with your target audience.
2. Creators keep you in the conversation.
Creators keep your brand in the conversation by consistently engaging with their communities through content highlighting the ongoing value and relevance of your brand and products.
This strategy gives you a powerful one-two punch of keeping existing customers engaged with your brand and products while simultaneously attracting new customers who stumble upon that creator’s content.
3. Creators open feedback loops.
Communities provide a platform for customers to voice their opinions and feedback. This active participation not only makes customers feel valued but also allows brands to adjust their offerings based on real customer needs.
Content creators can facilitate this dialogue by encouraging followers to share their experiences and feedback on the brand’s products or services. They can also provide a direct channel for this feedback to reach the brand, helping to create a product or service that better meets customer needs and expectations, thereby enhancing loyalty.
The advocacy phase
Everything comes full circle in the advocacy phase of the customer buying journey. Give your customers everything they want and more and you’ll have no trouble collecting valuable content to leverage as we wrap back around to the discovery phase and start the whole process over.
As advocates, loyal customers become key assets in bringing in new prospects. They not only amplify your brand message but also enrich it with personal experiences that resonate with their audience.
By consistently nurturing these relationships and rewarding advocacy, you create a virtuous cycle where your best customers fuel future growth, and their voices act as the most credible form of marketing as new buyers enter the journey.
Why influencer marketing is critical to the advocacy phase of the customer buying journey
Your creators can also activate their followers as brand advocates. This can be particularly useful for generating social media reviews and written reviews—the two biggest influences on buying decisions, as we’ve mentioned.
There is no need to worry much about follower count here. The key is collecting user-generated content (UGC) from real people who genuinely love your brand and products. From there, you can repurpose that love across your marketing mix and start the cycle all over again.
Key takeaway: Brands must use creator content throughout the customer buying journey for maximum success.
Creator content is no longer a mere supplement for your marketing campaigns—it’s a vital tool to be used throughout the customer buying journey. By making it part of your strategy from start to finish, you unlock the surest way to turn prospects into buyers and buyers into advocates.
Learn more about influencer marketing: Influencer Marketing 101
