Social media plays a major role in product discovery, with 51% of global consumers discovering a new brand or product on social media in the last six months, per November 2024 data from Capgemini.

But convincing consumers to purchase on a social platform is more complicated.

Here are three key ways brands can convert social media discovery into sales.

1. Word-of-mouth reigns supreme

Over half (51%) of US consumers say reviews and ratings are the top factor influencing purchases on social media, according to March 2025 data from YouGov.

• While consumers are more likely to trust recommendations from friends or family (36%), over a fifth (22%) are also swayed by influencer or celebrity endorsements.
• Authenticity is key—59% of US shoppers are influenced by creators that include both the pros and cons of a product, according to a September 2024 survey from Bazaarvoice conducted by Savanta.

Shoppers are influenced by creator content with detailed product information and specifications, and product demonstrations, per Bazaarvoice data.

• This helps increase conversions and reduce returns—43.8% of US adults say they return items bought based on influencer recommendations less often than other purchases, according to January data from PYMNTS.com.

2. Discounts are a powerful purchase driver

Some 48% of US consumers say discounts or special promotions play a big role in their social shopping decisions, per YouGov data.

• This is especially true on TikTok Shop, where 52% of users say competitive pricing is a top reason for using the platform and 29% are drawn in by exclusive discounts, per July 2024 data from Adobe.

Deals can inspire impulse purchases—38% of US shoppers say a limited-time sale was the deciding factor in their most recent spontaneous online purchase, according to September 2024 data from GALE.

• But keep in mind the path to purchase isn't always immediate—55% of US consumers take up to a month to buy a trending product they saw on social media, while only 11% purchase within 24 hours, according to January data from Relex.

3. Content matters

Next to touching and feeling the products themselves, video content is the best way to show consumers how a product works or fits into their lives.

• 81% of TikTok shoppers say the platform offers a view into real-life product usage while nearly as many (79%) say it offers engaging video content that highlights brands, products, and services, according to September 2024 data from Ipsos and TikTok.
• Visual demonstration is the main reason TikTok users seek brands on the platform.

The content that resonates most with consumers is both relevant and engaging.

• 58% of US TikTok users say relevance is the most important characteristic of brand recommendation, while 42% say the same about video length.

The bottom line: To turn social discovery into sales, marketers should focus on authentic, useful content—think creator reviews, demos, and clear product info. Pair that with well-timed discounts and engaging video formats to nudge shoppers from interest to action.

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