Consumers positive advertising is 100 times as effective as official advertising

TBWA Minister Lee Sukin recently wrote "Advertising Trends" that "consumers share their daily life with friends through social platforms to understand new trends, and the influence of social platforms that link these behaviors with shopping is expected to continue to expand in the future.

He emphasized that the purpose and behavior of consumers using social platform should be actively utilized through the social platform of enterprises and brands to strengthen the connection with purchasing behavior.

Especially, the impulse buying rate of the younger generation remains above 40%. According to the phenomenon that online impulse buying rate has been increasing, he predicts that the social e-commerce market will continue to grow. In the era of content consumption, company should present timely products according to the trend of fashion, and promote consumers to buy immediately after they understand. At the same time, it is necessary to actively use the small net red, video and social identity (Social Proof) effects.

When promoting actual purchasing and marketing activities, we should pay attention to the influence of Xiao Nethong and video content, and understand that consumers'positive influence is 100 times that of brand advertising activities.

Mary Meeker's recent survey found that 55% of consumers who use the Internet have the experience of choosing to buy products through social media, 44% of them buy products directly after they understand them, and 11% of them buy products after a period of time. In May this year, Instagram introduced a business platform to strengthen consumer and business activities in the Korean market. Facebook also launched Marketplace to promote direct purchases through external links after publishing content on social platforms. Lee Sukin, Minister of NbspTBWA, said that "social media influence is expected to expand further, so we should pay close attention to the high purchase conversion rate that has evolved from social platforms to social media services."