Author: Franz Malten Buemann

If you’ve been on social media lately, you know shopping has taken center stage on most platforms.
But, social commerce a controversial topic — some people love it, others are exhausted by product placements everywhere. And, in our latest research, we discovered that people don’t trust the social media apps they use daily to handle their purchases.

How Consumers Feel About Social Media Shopping
For starters, just 41% of social media users feel comfortable buying products directly on social apps, and only 37% trust platforms with their card info.
And when it comes to the products sold directly on social platforms, just 21% of social media users view them as high-quality.

Still, around one in five social media users buy on social media regularly, and 75% of those shoppers say they’re satisfied with their latest purchase.

So why are people so suspicious of social shopping? Let’s take a look at the biggest concerns consumers have with shopping on social, how you can address them, and which platforms are most trusted for shopping.
The Biggest Social Shopping Concerns
By far, the biggest concern of consumers is that companies selling products directly on social media aren’t legitimate or could be scamming customers.
As mentioned above, suspicions regarding the quality of the product and sharing card information with social platforms also play a huge role.

On top of that, one-third of social media users are concerned that their purchase will never be delivered, and the same amount worry about the item will not be as described when and if they do get it.
What Can Social Sellers Do to Build Trust?
1. Make and Stand By Customer Promises
First, directly address common consumer objections or concerns by promising and following through on guarantees like:

a set, transparent, and explainable shipping speed
Refunds and/or replacement warranties
Customer service availability (ideally on multiple channels)

While this step is a foundational standard that most businesses should follow, the promises above won’t be enough to gain full trust, especially if you’re a brand selling exclusively on social.
2. Build Community
The next step is to foster a trusting community with your audience.
You can do this by responding to their comments or questions, addressing concerns in review responses, and asking your community for feedback. You should also aim to build content strategies fueled with funny, relatable, and valuable posts that are relevant to your prospects andd show the humanity behind your brand, without making the content feel like an ad.
For example, if you sell peanut butter, make a poll on your story about crunchy vs. smooth to end the debate once and for all. Or create a short video chock-full of fun facts about peanuts: (Did you know astronaut Alan Shepard once brought a peanut to the moon and back?).
Encourage Customer Engagement and UGC
Time and time again, research has shown that word of mouth, recommendations from loved ones, and product reviews from trusted, or relatable, sources can drive consumers through their buyer’s journey. And, this makes sense: Are you more likely to trust a random website selling your a product, or a friend who already used that same item?
With this in mind, encourage happy customers to provide positive reviews or user-generated content to build social proof that your product is legitimate and customers are satisfied with it.
Similarly, try working with small influencers with niche, tight-knit communities related to your product – their stamp of approval can help bridge the trust gap.
Zone in on the Right Channels
When it comes to social selling you also have to consider the platform you’re using, because they aren’t all equally equipped for social commerce just yet, and different audiences are looking for different things.
For example, products you prioritize selling on Facebook, where the demographic skews older, might be different from products you’d sell on a Gen-Z-heavy platform like TikTok. Like content preferences, consumers also trust certain platforms to a different extent – especially when giving personal or credit card information.
Next, let’s take a look at the platform consumers trust most for shopping.
Most Trusted Social Shopping Platforms
Facebook has the most trusted social shopping platform, according to 38% of social users. YouTube comes in 2nd place (17%), followed by Instagram (14%).

Though not exactly the same as social shopping (where you buy directly in the app), it’s important to remember that people have been buying things through Facebook Marketplace for a while now, while shopping experiences on other platforms are much newer and have catching up to do. So, now, with Facebook Shops, it feels much more natural to start using your credit card to purchase items on a platform that’s already built robust shopping experiences with Marketplace.
One interesting thing to note is that Facebook and Instagram (both owned by Meta) have the same in-app shopping technology and platform, while one is adapted for Facebook, Instagram’s is adapted to Instagram features, Instagram business pages, and UX. However, Instagram has far less trust than Facebook.
Why could this be? We aren’t sure, but one guess could be the age, trust, and sheer size of Facebook – which Instagram could likely catch up to. It will be interesting to see if Instagram ultimately gains more shopping trust due to its growing age, credibility, and product purchasing features in the coming years. So
Channels with the Best Social Shopping Experience
We also asked social media users, which platform has the best in-app shopping experience, and Instagram (despite its lack in consumer trust) came out on top with 30% of the vote, followed by Facebook (29%), and TikTok (15%).

This makes sense as Instagram has been a leader in the social shopping space, though it seems users are somewhat skeptical of the quality of the products being sold on the app. While shopping features and product placements were a key part of Instagram’s cultural and UX evolution, platforms like Faccebook and YouTube started with a focus on content and user experience – and eventually worked shopping in.
What’s Next for Social Shopping?
The good news is social shopping is still evolving, so there’s plenty of time to build trust with social media users.
For more insights, check out our Social Media Trends Report or the full Consumer Trends Report.
And if you’re setting up shop on Instagram, head over to the Instagram Shopping Report for a deeper dive into selling on the app and which tools offer the best ROI.
Lastly, for overall coverage on the latest social media trends and tips from experts in the social marketing industry, download our full Social Media Report below.

 
Have you ever been hypnotized by social media? According to our recent Consumer Trends survey, users of it spend an average of three hours a day there.
It’s easy to fall into a social media trap, filled with endless distraction. One minute you’re checking a DM and the next thing you know you’ve spent an hour watching videos of corgis playing fetch.
But, it does make you wonder what consumers actually do while spending all that time on social media. And — as a marketer — you’re likely going a step further by asking: “What’s my target audience doing on there?”

Why Consumers Use (& Love) Social Media
Before asking social media users what the heck they’re doing on social media all day, we asked them to choose the top three reasons they log on in the first place.
And considering the average social media user spends three hours a day on their platforms of choice, it’s no surprise that they log on to do a bit of everything there:

In digging deeper, we determined the top three reasons users log on to each major social media platform:

While Facebook and Instagram are mainly used to share content from our lives and keep up with family, users turn to TikTok and YouTube for entertainment, education, and inspiration. We also have Twitter and LinkedIn, the only platforms that are primarily used to keep up with news and trends.
With that in mind, we can dive a little deeper into the top reasons people use each of these platforms.
What Social Media Users Do on Each Platform
Facebook users primarily keep up with loved ones — but also like to share media on their feeds.
Facebook — used by 69% of U.S. adults is the most popular social media app on our list.
Two in three Facebook users are on it to keep up with friends and family, 43% use it to share pictures and videos, and 26% go to Facebook simply for entertainment. About one in five lean on Facebook for news or trends, as well as to learn new things.
YouTube users seek out entertainment, education, and inspirational content.
YouTube is the second most popular social media platform, used by 57% of U.S. adults. Edutainment thrives on YouTube – the top reasons people visit are to find entertaining content, learn new things, find inspiration, and keep up with news and trends. About one in five YouTubers use the app to keep up with brands and products.

Instagrammers share multimedia content while keeping up with friends, family, and celebrities.
45% of American adults use Instagram, and the top uses are to share pictures/videos (38%), to keep up with friends and family (33%), follow celebrities and influencers (27%), find entertaining content (27%), and keep up with brands/products (24%).

TikTok users watch a mix of entertaining, educational, and inspirational content.
Just about one in three U.S. adults are on TikTok, but this shoots up to 62% when we look at Gen Z.
Overall, TikTok’s used much like YouTube – for entertainment, education, and inspiration. 23% use TikTok to keep up with celebs/influencers and 21% use it to share their own content. About one in five TikTokers go to the platform to follow brands/products, while the same amount use it to keep up with news and trends.

Twitter users crave news, entertainment, and celebrity content.
Twitter stands out as the only platform where keeping up with news and cultural trends is the #1 reason people use the app. Finding entertaining content (27%), keeping up with celebrities (26%), and learning new things (23%) are also top reasons for Twitter usage.

LinkedIn users surf feeds for education, industry news, and brand updates.
As the only social media platform on this list geared towards professionals, it’s no surprise that the top reason people use LinkedIn is to learn new things. About 1 in 4 LinkedIn users also log on to keep up with news or trends, brands and their products, and their network of friends and family.

More Social Media Trends
Looking for more social trends? Check out HubSpot’s Social Media Trends 2023 Report blog pos, or the full PDF version below. In this content, we dig into data from 1,200+ social media marketers as well as key insights comparing marketer data to our bi-annual Consumer Trends Report.

In 2023, having the right data can make or break your brand. But, for good reason, consumer data is harder than ever to get.
As data privacy regulations continue to tighten and third-party data channels are phased out, just 29% of consumers say they trust brands with their data.
While businesses should want the data of prospects and customers to be protected, some of the excess analytics that companies once used to pinpoint behaviors and preferences of target audiences will become inaccessible as we enter a more privacy-first world.

Today, more than ever, it’s up to brands to gain consumer trust, especially if they want to access the customer data needed to create effective and personalized experiences.
But – how do you do that when over half of consumers flat-out decline to share their data?
To help you build a data-gathering process that is effective, while also taking data safety and brand trust into account, we asked 600+ consumers what brands will need to do to make them feel more comfortable with sharing personal data.
How to Earn Trust When Gathering Data
Offering people control over their data, transparency into how it’s being used, and keeping data secure are all key to encouraging consumers to share data.
At the center of all of these considerations is building trust with consumers. Our survey found that 78% of people are more likely to share their data with a company they trust and 65% say trust is the determining factor in whether or not they choose to share personal information.
On top of that, 78% of consumers say they are more likely to buy from a company they trust with their data.
So let’s take a deeper dive into six steps you can take or consider in building trust with consumers (while still fulfilling your data needs). We’ll also look at the top incentives you can offer people for their data to create a mutually beneficial exchange.
1. Give Consumers the Power to Delete Their Data from Your Records
73% of consumers say they should have complete control over how companies use their data.
But right now, once they consent to sharing their data, consumers are mostly powerless to get it back. By letting consumers easily delete their personal data from your brand’s database at any time, you allow them to maintain a sense of ownership.
Empowering consumers in this way also allows them to hold companies accountable. If people decide they no longer support a brand or are concerned about how their data is being used, they can get it back in a flash.
With 46% of consumers saying this level of control would make them more comfortable sharing data with a company, it could significantly boost trust between the two parties.
2. Give Consumers the Choice to Opt-in (and Out)
The second way to make consumers comfortable with sharing data also comes back to control. All you have to do is ask whether or not consumers want to share their data.
Not only does it build trust, but you’ll also improve your data quality by collecting data from people who actually want to give it to you.
3. Emphasize How Data is Securely Stored
Another major concern consumers have with sharing data revolves around how securely it is stored. Especially when it comes to making purchases with credit cards or sharing sensitive personal data, it’s only natural to wonder what could go wrong if there was a breach.
Brands that can demonstrate their commitment to safeguarding consumer data will gain trust with their customers. By prioritizing data security, you create a trustworthy and safe environment that reassures consumers when it comes to sharing their personal information.
4. Clearly Explain How You Plan to Use Each Data Point
Another major concern consumers have is not knowing how their data is used. Without that knowledge, they can’t make an informed decision on whether or not to consent to it, so why would they?
41% of consumers say transparency on how their data is used will make them more likely to share it.
Especially if you’re using that data to benefit the consumer by improving your product or making their experience on your website more personalized, you should communicate that when asking for data.
Struggling to explain why you need a specific data point? This could mean you might not need it and can eliminate one of the data-gathering tasks from your process, and more importantly, avoid worrying consumers by asking them for way too much unnecessary information.
5. Explicitly Pledge to Never Sell Consumers’ Personal Data
At HubSpot, we don’t condone the selling of data and encourage you to build your own contact lists and data samples, especially when the data could be used by sales reps, email marketers or other entities that could make unwanted contact with your consumer.
Many consumers are very concerned about their data being resold to other companies. Suddenly they’re being bombarded with ads, phone calls, and emails from people they don’t know selling products they don’t want.
If you are or aren’t selling consumer data, make that explicitly clear. They should ideally know exactly where their data is going and be able to decline giving it if it could be sold to companies they might not know.
Additionally, if you’ll share data with ANYONE that isn’t part of your immediate company, note which companies the data could be shared with or link to a deeper page or document that goes into deeper transparency about which companies the data will be used by.
6. Comply with Government Regulations (and Flaunt it)
Some countries have strict laws about collecting data from users, and 36% of consumers say it would make them feel more comfortable to know that brands are complying with these regulations.
While some states in the US have enacted data privacy laws, there isn’t a nationwide equivalent to the EU’s GDPR. If you’re complying with data privacy laws in your country or state, make sure to flaunt it so consumers know their privacy is protected.
For example, HubSpot has an entire section of its site devoted to GDPR resources and information about how its tools should be used to create GDPR-compliant data-gathering and tracking strategies.

7. Offer Incentives for Sharing Data
Sharing data with a company can feel very one-sided. Making it a mutually beneficial exchange can help your data quality and build trust with your customers.
We asked consumers about what would incentivize them to share data. Here’s what we found:

Unsurprisingly, money is most preferred with 33% of consumers saying monetary compensation would encourage them to trade their data. This isn’t that shocking as these consumers were paid a small sum of money to give their very thoughts for this post.
Other than money, 28% say discounts or free trials can sway them. Coupons, gift cards, and store credits can all be great ways to reward customers for giving you valuable information.
If you’re a marketer who relies on data to better cater experiences to your loyal customers, you might be in luck with many of them. One in four consumers say they might be more likely to share their data for a more convenient shopping experience and 19% would be interested in sharing it for a more personalized experience.
You can also make trading personal data mutually beneficial by offering valuable content, like access to a blog or newsletter, in exchange for an email address. We discovered that 17% of consumers would be interested in that trade.
Despite all that, 32% of consumers refuse to be swayed, saying none of these would make them more likely to share data – though the tips we went over above could help address that.
The Future of Data Privacy
When it comes to the future of data privacy, all signs point to transparency, ownership, and trust.
With 74% of consumers in our survey saying that data privacy is a human right, creating a mutually beneficial exchange is key to gathering data from your audience and building an effective first-party data strategy.
Check out our 2023 Consumer Trends Report for more insights on topics ranging from data privacy to shopping habits, the impact of the recession, and the metaverse.
Disclaimer: This blog post is not legal advice for your company to use in complying with EU data privacy laws like the GDPR or state-by-state data privacy regulations. Instead, it provides background information to help you better understand the GDPR and existing regulations. This information is not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy.
In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding.

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