Social media influence on consumer purchasing behavior

Recent reports and studies highlight the growing role of social media platforms in facilitating the consumer journey from product discovery to final purchase. A global insights report by DoubleVerify indicates that social media and walled garden platforms are evolving into full-funnel channels, with approximately 25% of global consumers having made a purchase through social media in the past year. Short-form video formats, such as TikToks, Reels, and Shorts, have emerged as significant drivers of consumer action, particularly in Latin America and the Asia-Pacific region.

Complementary research from the Universidad Nacional Daniel Alcides Carrión in Peru reinforces these trends, identifying TikTok as a leading platform for both viewing and direct purchases among students. While over 58% of surveyed participants reported making a purchase in the previous quarter, the research also identifies critical barriers to conversion. Specifically, a lack of trust remains a primary obstacle, with approximately 80% of participants avoiding purchases due to uncertainty. The findings suggest that consumers show a preference for paid advertisements that offer functional demonstrations, such as explanatory videos.