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How Social Media Impacts Buying Decisions as a Millennial

Posted by Alli Burns on Nov 10, 2017 1:32:00 PM

Social Media is Changing How People Buy

As a millennial, I grew up in a time when going to the store and physically purchasing products was the most common way to shop.

At the beginning of every school year, my mom, my sister, and I would all hop in the car and drive 30 minutes to the mall. We’d walk around trying on clothes for three or four hours, then drive home, our feet sore, bags full, and wallets relatively empty well my mom’s wallet I should say.

Today, my Cyber Monday far surpasses my Black Friday. I have watched five stores just this year shut down in my mall simply because not enough customers are shopping in stores anymore. This increase in the popularity of online shopping today is not only due to improved technology in websites, but also increased access to product information across various online and social media platforms, making shopping online much more efficient than shopping in store.

Facebook, Instagram, SnapChat, and Twitter are now used for much more than just communicating and keeping in touch with friends and family. Businesses are creating accounts across various social media platforms in order to reach an extremely broad range of people, connecting with their consumers through sites they are already using in their daily life. Businesses will post pictures of new product lines, promotions, and items back in stock online or in stores, allowing all customers to have access to company updates almost immediately.

Consumer-driven Marketing on Social Media

Today if I am looking for a new outfit, checking out a clothing store my friend recommended, or even trying to find somewhere to eat for brunch, I turn to Instagram and Facebook before I even go on the company’s site. In looking at a businesses’ social media account, you can not only see the company’s posts, but the posts from consumers using their products. Social media does not only allow for businesses to market themselves, but also allows for consumers to market for the company, expanding their consumer network even further.

Facebook, Instagram, Snapchat, and Twitter are no longer simply “social platforms,” but they are expansive, ever changing networks through which both businesses, and consumers can connect and interact. Social media has changed the way companies can communicate with their consumers, as well as the way consumers purchase their products and services. In maintaining a highly successful brick and mortar or online company in today’s society, being involved and active on social media is essential to expanding consumer networks and maximizing sales.


Topics: Millennials, Online Marketing, Small Business, Social Media

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