PROCUREMENT

Brand Discovery: The Modern Consumer Journey

May 28, 2024

Social Commerce

Brand Discovery: The Modern Consumer Journey

In today’s digital world, brand discovery has shifted dramatically. Gone are the days when consumers solely relied on search engines to discover new brands. Instead, they are now immersed in the vast landscape of social media platforms, actively seeking out products that resonate with their individual interests, values, and aspirations. 

In this article, we’ll delve into the evolving dynamics of brand discovery, explore the methods consumers use to find brands in 2023, examine the pivotal role of social media in this process, and provide actionable strategies to enhance brand visibility amidst a highly competitive market.

HOW DOES THE MODERN CONSUMER FIND NEW PRODUCTS? FROM SEARCH TO SOCIAL

Brand discovery, once primarily associated with search engines, has now expanded to encompass the dynamic realm of social media. Modern consumers have become adept at leveraging online resources to discover brands that align with their preferences. 

Whether they’re browsing Instagram, watching TikTok videos, or engaging with content on Facebook, consumers have a multitude of avenues to explore brands that resonate with them. 

In today’s highly competitive landscape, mastering brand discovery is essential for businesses aiming to capture consumer attention and foster brand loyalty. With consumers facing a myriad of choices, a strategic approach to brand discovery is imperative for businesses seeking to stand out in the market.

HOW CONSUMERS FIND BRANDS: INSIGHTS FROM 2023

Let’s delve into the intricacies of how consumers found brands in 2023. According to recent data, the top ways consumers discover new products encompass a diverse array of channels:

Search engines continue to play a significant role, with 31% of consumers utilising them for brand discovery. TV advertisements also retain considerable influence, capturing the attention of 30% of consumers. Word-of-mouth recommendations from friends or family members remain highly influential, with 27% of consumers relying on personal referrals. 

The emergence of social media as a formidable force is notable, with 27% of consumers discovering brands through ads and recommendations on platforms like Instagram and TikTok. 

Ninja brand discovery on Instagram

Additionally, brand websites, TV shows, online ads, retail websites, recommendations on social media, and consumer review sites collectively round out the top channels for brand discovery, reflecting the diverse array of avenues through which consumers engage with new brands.

Interestingly, the preferred channels for brand discovery vary across different generations. Gen Z gravitates towards social media ads, while millennials exhibit a penchant for search engines. Gen X and baby boomers, on the other hand, prioritise word-of-mouth recommendations and traditional media channels like television.

THE ASCENDANCY OF SOCIAL MEDIA IN BRAND DISCOVERY

In the realm of brand discovery, social media holds significant sway. Particularly for Gen Z and millennials, social networks are their primary source for researching products, with an impressive 47% turning to these platforms to guide their purchasing decisions. The emergence of platforms like TikTok has revolutionised how brands are discovered, challenging the longstanding dominance of search engines.

featured brands page on TikTok Shop

Social media’s dominance in brand discovery is attributed to its unparalleled ability to engage consumers in immersive and interactive experiences. Unlike the static results of search engines, social media platforms facilitate dynamic interactions that foster deeper connections between brands and consumers.

The evolution of social media in brand discovery is further highlighted by Google’s integration of its AI model, Gemini, into Google Ads. This means ads are becoming more personalised. Gemini offers longer headlines, better images, and smarter text, making ads more effective. It understands what users want, creating ads that feel like a conversation. Ads can change based on real-time data, improving user experience. Overall, Gemini aims to help advertisers create better campaigns, though ethical concerns and biases in AI-generated content must be addressed as technology evolves.

Gemini

STRATEGIES TO BOOST BRAND DISCOVERY IN AN OVERSATURATED MARKET

In a fiercely competitive market where brands vie for consumer attention, enhancing brand discovery is essential for carving out a niche. Here are actionable strategies to boost brand visibility and connect with your target audience effectively. 

  1. Firstly, cultivate a robust social media presence by harnessing platforms like Instagram, TikTok, and Facebook to showcase products, engage with followers, and build meaningful relationships. 
  2. From this, you can capitalise on the growing trend of e-commerce on social media by offering products directly through these channels, streamlining the purchasing process for consumers. 
  3. Additionally, prioritising social media customer service can help in addressing inquiries promptly and elevate the overall customer experience. 
  4. Keeping the focus on creating engaging and valuable content that resonates with your audience, can also foster brand affinity and loyalty. 
  5. Lastly, remain agile and adaptive by staying abreast of evolving consumer preferences and emerging social media trends, refining brand discovery strategies based on data insights and market dynamics to stay ahead of the competition.

In conclusion, effectively navigating brand discovery in today’s digital world requires a deep understanding of how consumers behave and a strategic approach to engaging with them. By making the most of social media, embracing new e-commerce tools, and putting customers first, brands can boost their visibility and build strong connections with consumers, even in a crowded market. This means using social media not just to reach out, but also to interact meaningfully with customers. 

Additionally, by staying updated on new trends in online shopping, brands can make it easier for customers to buy from them and ensure they’re satisfied. Ultimately, by keeping an eye on what consumers want and adjusting strategies accordingly, brands can successfully stand out in the world of brand discovery.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful

Author

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Shannon Maher

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