Last chance to save on Digiday Publishing Summit passes is February 9
Retailers and brands, pay attention to social media users during the holiday shopping season. According to findings from social media and marketing agency Mr Youth, social media users are more influential, spend more money on presents and are more likely to recommend buying certain gifts than non-social-media-users.
According to Mr. Youth’s findings, 66 percent of Black Friday/Cyber Monday shoppers made a purchase because of social media interactions (either with brands or friends and family). Also 65 percent of users’ shopping recommendations led to a purchase, with recommendations of social media users twice as likely to lead to a gift purchase.
The most interesting finding suggests that brands are dropping the ball when it comes to their social media skills: while 80 percent of users who interact with a brand online and receive a response to their post will make a purchase as a result of this online brand interaction, brands are only responding to half of their page posts. Tisk, tisk. Brands and retailers better start paying attention to their customers on social media if they want to attract holiday shopping dollars, and shopping dollars in general.
Check out this infographic from Mr. Youth to see the details.
More in Media
Brands invest in creators for reach as celebs fill the Big Game spots
The Super Bowl is no longer just about day-of posts or prime-time commercials, but the expanding creator ecosystem surrounding it.
WTF is the IAB’s AI Accountability for Publishers Act (and what happens next)?
The IAB introduced a draft bill to make AI companies pay for scraping publishers’ content. Here’s how it’ll differ from copyright law, and what comes next.
Media Briefing: A solid Q4 gives publishers breathing room as they build revenue beyond search
Q4 gave publishers a win — but as ad dollars return, AI-driven discovery shifts mean growth in 2026 will hinge on relevance, not reach.