Dive Brief:
- When customers begin their online journey to a brand, it often starts with a search engine. A Yext survey of over 2,300 consumers found that 84% of consumers use a search engine like Google or Bing, but overwhelmingly go on to other sources as part of their search.
- Nearly 9 in 10 consumers go to social media platforms to learn more about a brand. YouTube, Facebook, Instagram and TikTok are the most-used channels.
- Despite the heavy use of social media, reviews are the leading source of trust. Seven in 10 customers say reviews influenced them to trust a brand.
Dive Insight:
Customer journeys may begin with a search engine, but they rarely end there. Brands that have a presence on multiple platforms with useful and accurate information have an easier time of reaching different demographics and building trust.
After reviews, consumers trust brands because of accurate information, website information, multipresence platform, top search appearance and social media presence.
Social media as a trust factor rises among Gen Z. Nearly 4 in 5 Gen Z consumers trust a brand more when it has an active social media presence.
Across all generations, reviews were an important part of the online shopping journey, with 71% of Gen Z saying reviews influenced their purchasing decisions.
That finding is in accordance with other research. A Celigo survey from March found that 3 in 5 customers say reviews help inform purchasing decisions.
Last month, the Federal Trade Commission cracked down on misleading or false reviews in recognition of the importance of reviews to consumers. Businesses are also working to moderate reviews on their sites to maintain their integrity and build customer trust.
