Social Media Advertisements Drive Purchase Intention

The Faces of Social Media is a social media research jointly conducted by Knowledge Networks and MediaPost Communications.

The intent of the ongoing study is to measure the social media landscape in the U.S and determine the influence of social media on products and services.

After surveying 2,242 people from age 13 to 80-year-old, the research has surfaced several interesting findings. 15 percent of the people surveyed are more inclined to buy from brands that advertise on social media, representing more than 30 million people.

Advertisements on social media also drive brand exploration, with 25 percent of the people more inclined to find out more about brands that advertise on social media sites. When coupled with the fact that social media use has reached almost universality, marketers may consider the medium as more than a listening tool.

“We have learned that as social media usage has become nearly universal, its influence on inclination to purchase cannot be ignored”, said Patricia Graham, Chief Strategy Officer of Knowledge Networks.

Social media marketing continues to broaden its horizon. It’s more than just having a Twitter profile, a Facebook page and a blog. Placing advertisements on social media sites could help brands generate positive returns. Of course, brands have to ensure that the ads complement their overall social media strategies.