What About Your Social Media Strategy?

Social Media Directly Influences Buying Decisions

Social platforms influence purchasing behavior at scale.

Consumers don’t just browse—they evaluate, compare, and validate brands before buying.

• 78% of consumers say their purchases are influenced by what companies post on social media
• 81% say their purchases are influenced by what their friends post

Trust and peer validation shorten decision cycles and increase conversion likelihood.

Key takeaway: Social proof drives ecommerce sales more than brand messaging alone.

Focus on Platforms That Convert, Not Just Reach

Being present everywhere is inefficient. Conversion-focused brands prioritize performance.

Spreading resources across too many platforms weakens impact and tracking clarity.

• Concentrate on platforms with proven engagement
• Align content format with platform behavior
• Encourage customers to share deals and experiences
• Use seasonal peaks strategically

During peak sales periods, demand for deal discovery surges.

• 79% of users searched for Black Friday deals on Twitter
• 84% wanted early access or sneak previews

Use Hashtags and Campaigns to Amplify Reach

Hashtags increase discoverability when aligned with brand values.

Effective campaigns create participation, not just impressions.

• Create branded hashtags tied to your positioning
• Encourage user-generated content
• Stay consistent across channels

Campaigns like REI’s #OptOutside mobilized 1.4 million participants by aligning brand purpose with community action.

Paid Social Requires Demographic Precision

Organic reach alone rarely scales.

Paid social performs when audience targeting matches real buyer profiles.

• Set budget before campaign launch
• Test creatives before scaling spend
• Align platform demographics with product audience

Platform demographics differ significantly.

• 38% of women use Instagram compared to 26% of men, with 59% under 29
• More even gender distribution exists on Facebook

Audience clarity determines ad profitability.

Visual Content Drives Engagement and Click-Through

Visual content captures attention faster than text.

Format influences performance.

• Use short-form videos for product demos
• Test static vs motion creatives
• Prioritize product-focused imagery

Tweets with images receive 150% more retweets than those without.

Turn Social Reach Into Revenue

Traffic without segmentation reduces ROI.

Behavior-based targeting increases efficiency.

• Build lookalike audiences from buyers
• Retarget product viewers dynamically
• Align social campaigns with onsite personalization

Clerk.io’s Audience feature enables real-time segmentation to improve paid and organic social performance.

TL;DR

• 78% of consumers are influenced by brand social posts
• 81% trust peer recommendations
• Focus on high-performing platforms
• Paid social requires demographic precision
• Visual content increases engagement significantly
• Segmentation converts reach into revenue