Facebook, YouTube most popular social media platforms for product discovery: report

For brands, they can look to leverage this medium to expand their reach and tap into pools of consumers on channels where they are most engaged. 

Perhaps somewhat surprisingly when considering other research, TikTok is just the fourth most used social media platform for product research and discovery across all demographics (25%), behind Instagram (41%), YouTube (53%) and Facebook (54%), according to Bazaarvoice’s report. 

When looking at younger audiences, Instagram's popularity as a discovery tool increases, favoured by 69% of Gen Z (18-24), followed by TikTok (50%). 

Beyond research and discovery, social media’s popularity is also increasing as a platform for making purchases, reflected in the ongoing rise of social commerce. 

According to the report, the amount of shoppers completing the purchase stage on a social media platform increased 82% from 2021 to 2024. 

Starting at 17% in 2021, it jumped to 26% in 2022, dipped slightly to 22% in 2023, and peaked at 31% in 2024. 

Notably, social media purchase frequency remains relatively consistent across different generations of consumers, indicating that social media is not simply just for reaching younger audiences. 

However, social media is far from being the primary platform for consumers beginning their shopping journey (8%). Online searches (excluding social media) are most popular across shoppers of all generations (32%), followed by online retailers or marketplaces (29%) and physical stores (14%). 

These habits vary significantly based on age and digital habits. Per the report, older generations often initiate their search online or in-store, while younger consumers are more likely to start on mobile apps or social media.

Notably, regardless of age, shoppers expect an omnichannel experience. More than 80% of those surveyed consider a smooth transition between online, in-store and mobile shopping important. 

Retailers should also consider things like ‘webgrooming’ – when shoppers begin their journey online, conducting product research and comparisons, then go in-store to make a purchase – a practice that 75% of respondents engage in.