There is a new survey by Ipsos OTX and Ipsos Global advisor about the effects of a like or a follow on a user’s social circles. When users were asked if they would be more likely to buy a brand because a friend had liked or followed the brand, 22% of global users, 18% in the US, said they would be more likely to make the purchase. If only measuring the under 35 year old crowd, then that number ramps up to 23%. The survey found little difference based upon the sex of the respondent.
The study then asked why people were following brands. Most users do so to keep up with the brand’s developments and news. Other reasons are to be able to share content, see what others are saying about the brand and to share their own opinions and comments.
This study is good for the social media agency because it helps solidify value to its labor. Lately social networks are coming under fire for not driving conversions or other metrics that show an immediate return on investment. This survey says that social media efforts do indeed have an effect on future sales for a brand.