To Buy or Not to Buy: The Social Media Buy Button

Social Media -Buy Now


Last year social media platforms began experimenting with “Buy Buttons”. These allowed followers to purchase items or services directly from their Facebook, Twitter, Instagram or Pinterest feeds.  And according to a recent Forbes article, Buy Buttons are one of this year’s “dominating” marketing trends.  As a direct marketer, these seem to be the answer to my prayers!  The button cuts through the “likes” and “shares” and directly converts the follower into a buyer.

So this got me thinking, how well are these buttons doing in the marketplace with consumers.  I’ve seen them, sure, but I’ve never thought to buy something directly from my news feed.  Why?  Well, I wasn’t in that mindset while engaging with that platform.

Social media is where I am updating friends, searching for ideas for a party, or catching up on the news. I wanted to know if I wasn’t the only one who thought clicking that Buy Button didn’t sit right.

Turns out I’m not the only one.  According to CIO, it’s more about how consumers currently engage on these platforms—not the technology.  Consumers aren’t ready to start buying products and services from social media.

Although these channels might not be where consumers are ready to buy, their purchasing behavior is certainly influenced by social media.  For example, in an article from Social Media Today, it cited research that Forbes conducted regarding how consumers interact with companies on social media. It found that 81% are influenced by recommendations from family and friends on social media, and 78% are directly influenced by social media posts from the companies themselves.

So what does this mean for businesses and social media? Consumers are actively on social media doing their shopping and finding the information they need to make that purchase.  So don’t stop posting compelling content for consumers or engaging them on social media.  They are there waiting to make that step, but not necessarily by clicking that Buy Button—yet.