Social Media In The Accessories Industry Statistics

30% of consumers use social media to find product reviews [1]

40% of shoppers say they use Instagram to shop for clothing and accessories [2]

60% of consumers say they have watched a video about a product before buying [3]

76% of people say they’ve purchased a product they first discovered on social media [4]

72% of consumers say social media helped them discover new brands [5]

55% of Instagram users say they like discovering new products on Instagram [6]

47% of shoppers say they use TikTok for product discovery [7]

26% of US adults bought something online in the past week after seeing it on social media (varies by study) [8]

38% of consumers say they have purchased an item seen on Instagram Stories [9]

Pinterest is used by 77% of people to plan purchases (survey-based) [10]

62% of consumers say they make purchase decisions based on pins/saves [11]

54% of people say Pinterest helps them find ideas for home and style [10]

45% of consumers say they engage with brand posts that include product images [12]

41% of shoppers are more likely to buy when they see social proof (reviews/photos) [13]

53% of consumers say they are influenced by “before and after” style content [14]

34% of consumers follow fashion accounts to get styling ideas [15]

25% of consumers purchase jewelry/accessories after seeing it on social media (survey-based) [16]

60% of consumers say they prefer to buy accessories after seeing them on models (visual proof) [17]

73% of social media users engage with beauty/fashion content (relevant to accessory style) [18]

52% of shoppers say they rely on social media for style inspiration [19]

57% of consumers want product recommendations personalized via social media [20]

44% of consumers say they saved posts to refer later before purchase [10]

39% of consumers say they share shopping posts to friends to get opinions [21]

31% of consumers say they discover items via influencer product try-ons [22]

46% of consumers say short-form video helps them understand products [3]

66% of consumers say they have seen fashion/accessories on TikTok before buying [23]

59% of consumers say they check “tagged products” on Instagram before buying [24]

48% of consumers say they bought a product after seeing it in a sponsored social post [25]

40% of shoppers say they use social media to compare prices [21]

33% of consumers say they wait for social media promotions/discounts before buying [26]

27% of consumers purchase after seeing “limited time” messaging on social [27]

52% of consumers say product authenticity (UGC) increases purchase confidence [14]

38% of consumers say they engage more with brands that post styling tips for accessories [28]

44% of consumers say they follow brand accounts for new product drops and accessories launches [29]

Social media drives 78% of consumers’ shopping decisions (as reported in a survey of U.S. consumers) [30]

54% of consumers say they use social media to research products before buying [31]

79% of people use social networks to help decide what to buy [32]

43% of consumers are influenced by social media ads [33]

70% of marketers say they are more likely to invest in social media after the campaign results [34]

90% of Instagram accounts follow a business [35]

81% of people use Instagram to research products [36]

60% of consumers discover new products on TikTok [37]

62% of consumers feel more confident buying after watching UGC reviews [38]

73% of consumers say social media helps them stay informed about brands [39]

51% of consumers use social media to follow brands they like [40]

38% of consumers say they might consider purchasing a product they see on social media if it appears in their feed [21]

45% of consumers say they have purchased a product because of social media [41]

37% of consumers follow brands to see product updates [29]

23% of consumers say social media is where they learn about new products [42]

34% of consumers say they rely on social media reviews [1]

46% of consumers buy products based on recommendations from influencers [22]

49% of consumers depend on influencer recommendations to make purchasing decisions [43]

48% of consumers say they have purchased after seeing an influencer’s post [44]

37% of consumers say social media is the best way to learn about products [45]

28% of people are inspired to shop by influencer posts on Instagram [46]

55% of shoppers use Instagram to check products [47]

58% of consumers say they have used social media to make buying decisions [13]

61% of consumers say social media influences the brands they follow [48]

29% of consumers use social media to find coupons or promo codes [49]

24% of consumers say they share product information after buying via social media [30]

43% of consumers want more content from brands on social media [50]

52% of consumers expect brands to have social media [51]

66% of consumers use Facebook to discover brands [52]

72% of consumers engage with brands on social media [53]

88% of people say their purchasing decisions are affected by social media [54]

65% of consumers say they are likely to buy from a brand they follow on social media [55]

67% of shoppers are more likely to buy after interacting with a brand on social media [56]

35% of consumers have shared a product on social media after seeing it from a brand [57]

48% of consumers use social media to search for reviews and recommendations [58]

31% of consumers say they have switched brands due to social media content [59]

27% of consumers say social media is where they look for fashion trends [60]

39% of consumers say they have bought something due to a social media campaign [61]

40% of shoppers purchase products after watching videos on social media [3]

46% of consumers say that social media is where they look for fashion inspiration [62]

30% of consumers say they buy based on Instagram Stories [63]

Social media ad spend in the US is projected to reach $55.6B in 2024 [64]

Global social media ad spend is projected to reach $223B in 2024 [65]

Social media is expected to account for 30% of total digital ad spend in 2024 [66]

61% of marketers plan to increase their social media budgets in 2024 [55]

45% of marketers say budgeting is their biggest challenge in social media marketing [67]

70% of marketers allocate budget to social media at least monthly [68]

63% of marketers say they will invest more in content marketing for social media [45]

52% of marketers say they planned influencer marketing campaigns for 2024 [69]

78% of marketing professionals use social media management tools [55]

66% of companies use social media for customer service [70]

57% of companies use social listening tools [71]

49% of marketers say they use hashtags as part of their social strategy [72]

88% of marketers use social media for marketing purposes [73]

35% of brands say they increased social media spend due to e-commerce [74]

42% of marketers use chatbots on social media [75]

28% of marketers use social media for lead generation [76]

33% of marketers use paid social to drive conversions [77]

26% of marketers invest in social commerce integrations [78]

36% of marketers prioritize video content on social media [34]

48% of marketers say they will increase spending on video [3]

55% of marketers say short-form video performs best [55]

37% of marketers say AI tools are part of their strategy [79]

25% of marketers are planning to test generative AI for social content in 2024 [80]

69% of marketers use social media analytics tools [81]

44% of brands say they have a dedicated social media strategy team [68]

30% of marketers say they use influencer marketing software [82]

58% of marketers say social media is important for brand loyalty [83]

40% of marketers use UGC as part of their content strategy [14]

33% of marketers use product tagging/shopping features [24]

Influencer marketing has an average ROI of $5.78 per $1 spent (as reported in a survey of marketers) [84]

49% of consumers depend on influencer recommendations [22]

92% of marketers say influencer marketing is effective [85]

82% of marketers have measured influencer marketing ROI [86]

Average engagement rate for Instagram influencers is about 1.0% (depending on follower tiers) [87]

TikTok average engagement rate is about 5.95% (overall average as reported by industry analytics) [88]

Video ads on social have an average view-through rate of 18% (varies by platform) [89]

Click-through rate benchmarks for social ads average around 0.9% for Facebook/Instagram [90]

Average CPM for Instagram ads is $3.0 (benchmark; varies by region) [77]

Average CPM for TikTok ads is $6.9 (benchmark; varies) [91]

Average CTR for TikTok ads is 1.52% (benchmark; varies) [91]

Facebook ads average CTR is 0.9% (benchmark; varies) [92]

Instagram feed ads average CTR is 0.85% (benchmark; varies) [93]

TikTok has achieved 10B+ weekly ad views (industry reporting; depends) [94]

60% of marketers say they can attribute conversions from social media ads (industry survey) [95]

73% of marketers say measuring social ROI is a challenge [96]

34% of marketers measure ROI using a dashboard [97]

40% of marketers attribute social leads using marketing automation tools [98]

Brands that publish more frequently on social see higher engagement (study reports) [99]

Posts with images have 2.3x engagement than posts without (industry findings) [12]

Tweets with images receive 150% more retweets (industry study) [100]

70% of marketers say they have invested more in social media since COVID-19 (survey) [34]

58% of marketers say they can measure ROI for influencer marketing [101]

75% of marketers say social media has helped their brand awareness [55]

54% of consumers say they might purchase after seeing UGC [14]

60% of consumers say they are more likely to purchase when brands respond to comments [102]

38% of marketers say they use A/B testing for social ads [103]

36% of marketers test creative content styles in social ads [104]

62% of marketers say they plan to increase influencer marketing spend [105]

As of Q1 2024, TikTok reported 1.7 billion global monthly active users [106]

As of January 2024, Facebook had 3.049 billion monthly active users worldwide [107]

Instagram had 2 billion monthly active users as of June 2023 [108]

X (Twitter) had 556.0 million monthly active users in 2023 [109]

Pinterest had 465 million monthly active users as of 2023 [110]

YouTube had 2.5 billion monthly active users as of 2023 [111]

Snapchat had 422 million monthly active users as of 2023 [112]

LinkedIn had 1 billion members as of 2022 [113]

Facebook ads reached 3.9 billion people globally in 2024 (advertising audience) [114]

Instagram’s Stories are used by 500 million accounts daily [115]

TikTok users average 95 minutes per day on app [116]

TikTok has 1 billion monthly active users in the US and Canada combined (as reported in various industry reports) [106]

Instagram had 2.0 billion MAU in 2024 [117]

74% of social media users use Facebook [118]

71% of social media users use YouTube [118]

45% of social media users use Instagram [118]

26% of social media users use Twitter [118]

30% of social media users use TikTok [118]

64% of US adults use at least one social media platform [118]

97% of marketers use social media for marketing [119]

51% of marketers say social media is their highest priority marketing channel [34]

89% of marketers leverage social media in their marketing strategy [55]

73% of marketers use LinkedIn for content distribution [120]

81% of brands use Instagram as a marketing channel [121]

73% of brands use TikTok for marketing [122]

46% of businesses use Pinterest for marketing [123]

35% of businesses use Snapchat for marketing [124]

88% of marketers use YouTube for content distribution [125]

24% of US adults use TikTok (Pew Research) [126]