Searchers who use social media are more engaged with brands, more likely to be looking to buy, GroupM Search & comScore. Consumers exposed to social media are more likely to click on a brand’s paid search ad. Investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase.- Significant and direct correlation between discovery of brands through social media and search behavior
- Increased paid search click-through-rates (CTR).
- Social media users exposed to a brand spent 20% more time online
- Consumers exposed to both brand and paid search spent almost 3 times more time online
- Searchers who engage with social media far more likely to search for lower-funnel terms
- Consumers exposed to a brand and paid-search are 2.8 times more likely to search for that brand
- 50% CTR increase in paid search when consumers were exposed to social media and paid search.
- Social media users are 1.7 times more likely to search with the intension of making a list of brands or products to consider purchasing
- Consumers exposed to influenced social and paid search exhibit 223% heavier search behavior
- 50% of social-media exposed searchers search daily for product terms versus with 33%.
- Consumers searching on brand product terms, exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links
- Among searchers using a brand’s product name in a search query, the CTR increased from 4.5% to 11.8% when users were exposed to both influenced social media and paid search
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