6 Trends of Social Media Defining Purchasing Behavior Gen Z | Businessman

The input pages have been replaced by shop windows that change moments of inspiration into instant purchases. In 2024, more than 53% were ordered directly through social media, and 58% of all users said they decided to buy as soon as they saw the product in their feed. Social platforms are not only long communication channels – they are the marketplace where they appear, inspiration and purchase together.

1. Social trade as the default channel Channel

In 2024, 68% of consumers discovered gene from new social media products, from 60% in 2023. Almost 60% continued and issued an order, almost doubled from the previous year. The gene from buying tiktoku, Instagram and other social media, mixing their free time with shopping without turning into search engines and physical stores.

Take the Lux Collective, the luxury other sales brand that has generated 2 million GBP since April 2024 by combining live shopping events with cooperation. Or Yozy, the British brand Woman Wear, which sold nearly 400,000 items in just three months through associated partnerships and shopping content.

How should the brands act: Invest in your social platforms to create a perfect combination of entertainment and advertising: from short videos to live demos, from real reviews to shopable shop windows. Be part of the scrolling and transform inspiration in action with clicking, cuddly content.

Related: 6 tips to use tiktoku as a professional and addressing new audiences

2. The influence of mutual reviews and content creators

Gene from trust people, not polished ads. Approximately 80% argue that they rely on affecting persons who share real experiences, and more than 60% claim that reviews and content from bloggers below are the most influential factors of their purchasing decisions. These data only prove that we all faced a moment: this generation wants authentic, nail approval, not a one -time exhibition of advertising.

Think of shiny. This beauty brand cooperates a lot with micro- and nano influences that create simple, authentic content that feels personal, not promoted. More than 70% of Glossier sales are powered by recommendations of mutual recommendations than traditional marketing.

How should the brands act: Work with smaller influential people who speak a relative, honest voice and share the vibration of the audience you want to participate with. It encourages real customers to share reviews, unpacking and video reactions. Reward content generated by the user through loyalty programs and special campaigns.

3 .. Mobile first experience and community building in the app

Smartphones rule the tallest in the world gene Z, also defining their shopping habits. More than half of the shoppers gene made purchases in the application and 75% claim that the mobile app or a convent website can support what brands they support to support. However, a clear interface and digital cash register are not sufficiently focused on building a community.

Nike understands it well, so it transforms its mobile application int whole lifestyle rather than online store. With personalized exercises for exercise, live coaches and social sharing tools, Nike is blurring the boundary between fitness and trade, and reaps the benefits with more than 75% of users Gen Z that this white ecosystem is vital to their relationship with the brand.

How should the brands act: Turn your mobile experience to the interaction center. Add features such as living cottages, rating, user forums and social resources. Offer exclusive and create challenges based on content or rewards to support the ongoing commitment.

Related: 4 easy ways to improve your customers’ online shopping experience

4. Journey from inspiration to determination

The gene rarely goes directly from consciousness to action. Instead, they could discover an Instagram product, examine reviews in real life on YouTube, compare princes on different websites and then buy it (or not).

How should the brands act: Each constitution supports and verification, verification, purchase, re -involvement with relevant. Share behind the scenes of videos, customer stories, compasses and questions. Create events or experience that mixes online and offline touch points.

5. Bidirectional obligation and active conversation

Approximately 80% of the G gene uses social media for inspiration, but is looking for validation through mutual comments and real conversations. Transparency and co -creations become paramount and brands that function more as communities than corporations, more often win. This trend increases only with the rise of AI.

Spotify Walpapped is a great box at a point. It transforms individual user data to shared content that is personal and festive. The gene does not consume the campaign – they share it and evoke conversations.

How should the brands act: Build communities, not campaigns. Let your audience together create product lines, vote on designs or share ideas and spark dialogs in comments. Be transparent about changes and even errors for your audience more likely to trust the brand.

6. Viral speed means instant adaptation

91% of the gene Z is on Instagram; 86% use tiktok and these are platforms that constantly change daily. More than half of the gene made of purchase after he saw the product in a review or viral video in 2024. Marks must adapt if they want to stay.

How should the brands act: Follow the trends in real time and always be ready to respond, even if it means sacrificing perfection at speed. Find your perfect creators who can creatively interpret your product with an entertaining, ironic and cultural transition, yet they still hold the tone of the voice.

Purchasing behavior gene from Z is not formed by an impulse, but by identity and desire to express. For brands, this means adapting new rule: agile and authentic. And the brands that want to prosper must meet with gene Z, where they are, but where the Z’s gene lives.