How Consumers Discover Products on Social Media: 2025 Data

The Shift Toward Social Product Discovery

Product discovery has moved offline. For many shoppers, the journey to a purchase now begins with a scroll through a feed, a watch of a short-form video, or a browse of a digital marketplace. Marketing is no longer just about broadcasting a message; it is about meeting people where they already spend their time. If your brand is not visible in those social moments, you are missing a critical window of influence.

Shopper research is critical for understanding this modern customer journey. It maps the path from initial curiosity to website visits and eventual purchases. The advent of digital-first interactions has complicated this path. A prospective buyer might hear about a brand from a friend, research it on social media, and then interact with an e-commerce store via mobile. Understanding these touchpoints helps companies create better experiences and increase return on investment.

According to HubSpot’s 2024 State of Consumer Trends Report, 26% of consumers prefer to discover new products via social media. This is not a niche behavior; it is a mainstream expectation. Brands that treat social media as a mere engagement channel rather than a discovery engine are likely falling behind. We see this shift as a fundamental change in how visibility is earned. It is not enough to have a website. You need to be present in the feeds where decisions are formed.

The data shows that not all platforms serve this purpose equally. Different generations and demographics lean toward different channels. Gen Z, Millennials, and Gen X all show strong preferences for social discovery, while Baby Boomers lag behind. Understanding these nuances is the first step in building a strategy that actually works.

Generational Differences in Social Discovery

Generational cohorts do not use social media in the same way. Their discovery habits vary significantly, which means a one-size-fits-all approach to content will fail. If you are targeting Gen Z, your strategy needs to look very different from one aimed at Baby Boomers. Let’s break down the data by generation to see where the opportunities lie.

Gen Z and the Power of Short-Form Video

Gen Z is the most active cohort when it comes to social product discovery. Forty percent of Gen Z consumers have discovered a new product on social media in the past three months. Even more telling, 41% say it is their preferred channel for finding new items. This generation does not just browse; they actively seek out new products through their feeds.

The format matters as much as the platform. Almost half (48%) of Gen Z consumers prefer to discover new products via short-form video platforms like TikTok and Instagram Reels. These platforms offer a fast, engaging way to see products in action. Almost a third of Gen Z respondents also say TikTok is their favorite app overall. For brands targeting this demographic, investing in short-form video is not optional; it is essential.

Millennials Bridge the Gap

The divide between Millennials and Gen Z is narrowing. Like Gen Z, the majority of Millennials in the survey (43%) say they have discovered a new product via social media in the past three months. They are equally comfortable using these platforms as a research tool.

Furthermore, 47% of Millennials prefer discovering new products on social media via short-form videos like Instagram Reels, TikToks, and YouTube Shorts. Erica Santiago, a Marketing Manager at HubSpot, notes that social media allows her to see products in context. Whether it is an influencer using the product or someone demonstrating how it works, short-form videos let her quickly assess functionality and desire. This contextual viewing is a key driver of conversion.

Gen X Joins the Trend

Gen X is often overlooked in social media strategies, but the data suggests they are just as engaged as Gen Z when it comes to discovery. Forty percent of Gen X consumers say they have discovered a new product on social media in the last three months, matching the Gen Z rate exactly.

Like both Millennials and Gen Z, the majority of Gen X (36%) prefers short-form videos when finding new products on social media. This challenges the stereotype that older demographics only use social media for passive consumption. They are active seekers of new products, and they prefer the same video-heavy formats as younger users. Brands ignoring Gen X on platforms like TikTok and Instagram are missing a substantial market.

Baby Boomers Prefer Marketplaces

Social media falls flat for Baby Boomers in terms of direct discovery. Only a slim 20% have discovered a product on social media in the past three months, and only 8% prefer purchasing a product through that medium. For this demographic, social media is not the primary shopping tool.

However, it is not irrelevant. Of the Boomers who do use social media for discovery, 43% prefer social media marketplaces where purchases happen off the app. Facebook Marketplace is a prime example. If your brand targets Boomers, you might focus less on viral video trends and more on marketplace listings and community groups where practical information is shared.

Real-World Social Product Strategy Examples

Theory is useful, but execution is what drives results. Several brands have mastered the art of social product discovery by leveraging the unique features of each platform. These examples show how different strategies can work across industries, from home decor to beauty to music.

Dizzy With Excitement: Collaborative Creativity

Dizzy With Excitement is a wallpaper brand known for quirky and artistic designs. To build awareness, the brand collaborates with other creators who focus on off-the-wall designs. They incorporate these designs into their wallpaper and promote the collaborations via short-form video platforms like TikTok.

For instance, DWE collaborated with TikToker Kaarin Joy, who specializes in unique home DIY projects. DWE created wallpaper based on Joy’s projects, and Joy showcased the wallpaper in her home, tagging DWE in her posts. This approach leverages the creator’s audience and provides social proof. It shows the product in a real-world setting, which is exactly what consumers want to see. The collaboration feels authentic, not like a traditional ad.

Heidi Daus: Influencer Alignment

Heidi Daus is a brand specializing in statement jewelry. While the brand did not have an official TikTok presence initially, it began leveraging the platform by collaborating with creators like Andrea’s Fashion Galaxy. Andrea focuses on fashion and style inspiration and refers to herself as a magpie due to her love for shiny accessories.

The collaboration made sense. Andrea styled outfits around the shiny jewelry pieces, and the video included an exclusive discount code for viewers. This strategy taps into the creator’s established audience and trust. It also provides a clear call to action through the discount code. Brands do not need to be experts in every platform; they can partner with those who are.

Fenty Beauty: Interactive Filters

Fenty Beauty is known for influencer marketing, but they added another layer to their strategy by creating a custom TikTok filter. TikTok allows creators to build filters that users can apply to their own videos. This sparks trends and encourages user-generated content.

In July, Fenty Beauty launched the “Lip Combo Generator” filter. It cycles through pairs of Fenty lip liners and lipsticks, generating a combo that appears on the user’s lips. This filter promotes different products and allows users to visualize which combo works for them. It is interactive, fun, and highly shareable. Brands should think about how platform-specific tools can enhance product discovery. A filter, a sticker, or a challenge can be more effective than a static post.

Gibson: Professional Visual Storytelling

Gibson Guitar leverages Instagram to promote its latest instruments. The brand leans into high-quality videography and photography. Their top-performing videos feature professional musicians playing the instruments or carousels of photos highlighting craftsmanship.

This approach works because it showcases the product’s quality and artistry. It appeals to enthusiasts who value detail and performance. Gibson does not rely on trends or influencers; it relies on the strength of its product and the professionalism of its content. This shows that there is no single right way to do social discovery. Your strategy should match your brand identity.

Content Types That Drive Engagement

Knowing where to post is only half the battle. You also need to know what to post. Consumers are bombarded with content, so standing out requires understanding what resonates. The data on content preferences offers clear guidance for marketers.

More than half of consumers (52%) find funny content the most memorable. Humor cuts through the noise. It creates an emotional connection and makes the brand feel human. This does not mean every post must be a joke, but incorporating levity can significantly boost recall.

The second most memorable content type showcases the brand’s products via demos, teasers, and tutorials. This aligns with the preference for short-form video. Consumers want to see how a product works before they buy it. Demos provide that clarity. They reduce uncertainty and build confidence in the purchase decision.

Brands should balance these two approaches. Use humor to build affinity and demos to build trust. A mix of entertaining and educational content creates a well-rounded social presence. It keeps the audience engaged while also driving product interest.

Platform-Specific Marketing Strategies

Each social media platform has its own strengths and audience. Choosing the right ones for your brand is critical. Here is a breakdown of the major platforms and how to use them for product discovery.

Facebook: Broad Reach and Marketplaces

Facebook has 3.07 billion monthly active users. It is a mature platform with many opportunities for discovery. You can create a Business Page to share posts about your products. Encouraging happy customers to leave reviews also helps prospects see social proof.

Facebook Marketplace is another key feature. A third of consumers prefer discovering new products via social media marketplaces where purchases happen outside the app. Marketplace listings can include product shots, pricing, and specifications. You can also use Facebook Stories to give a behind-the-scenes look at your brand.

For paid promotion, Facebook Ads allow you to target specific demographics and goals, such as conversions or foot traffic. You can promote existing posts or create native ads. Video ads can be promoted in feeds or in-stream. Facebook remains a powerful tool for reaching a broad audience.

YouTube: Long-Form and Search Intent

YouTube is popular across all age groups. In the last three months, 68% of Millennials, 69% of Gen Z, 65% of Gen X, and 51% of Baby Boomers visited YouTube. It is a search engine as much as a social platform.

A branded channel can host demos, tutorials, and testimonials. These videos provide deep insights into product value. If you do not have time to create content, sponsoring an influencer’s review can tap into their audience. Paid ads, such as TrueView or Bumpers, can also place your content in front of relevant viewers. Twenty-four percent of consumers say they have discovered new products via YouTube ads in the past three months.

Instagram: Visual Discovery and Shopping

Instagram is ideal for targeting Gen Z and Millennials. It has long been a hub for influencer marketing. Influencers post sponsored photos and videos, including tutorials and unboxings. Brands can also use Stories, Live, and Feed posts to promote products.

Instagram Shoppable posts link directly to your Facebook Catalog, making it easy for users to buy. This seamless integration reduces friction in the purchase journey. If your product is visually appealing, Instagram is a must-have platform.

Pinterest: Inspiration and Planning

Pinterest is unique because users come to plan and be inspired. They create boards for projects like home decor or travel. This intent makes it a high-value platform for discovery. Users are often in a pre-purchase mindset, looking for ideas.

You can create boards to highlight your products and use product pins for shoppable posts. Brands like Anthropologie use Pinterest to showcase home decor items. Paid ads allow you to target specific demographics and A/B test visuals. Pinterest is particularly strong for lifestyle and DIY brands.

Reddit: Community and Authenticity

Reddit is a discussion-based platform with themed communities called subreddits. Users talk about products, from fast food to video games. However, promotional content is often downvoted. You need to be authentic and provide value to engage this audience.

Some brands create subreddits or comment on relevant threads. Paid sponsored posts are also an option, but they must feel native to the community. Reddit is tricky but can be rewarding for brands that understand its culture. It is best for niche products and tech-savvy audiences.

Selecting the Right Platforms for Your Brand

Running ads on every platform is not efficient. You should focus on platforms where your audience already is. Broader audiences look for products on Facebook, Instagram, YouTube, and Pinterest. Reddit users are more trend-focused and community-driven.

If you are a B2B company, LinkedIn may offer a better ROI than Instagram. The key is alignment. Match your platform choice to your target demographic and their discovery habits. Use the data to guide your decisions. Start with the platforms that offer the highest potential for your specific brand.

In the era of AI-driven search, visibility is multi-layered. Social media is just one part of the puzzle, but it is a critical one. By understanding where and how consumers discover products, you can position your brand to be seen, considered, and chosen. The question is not whether to use social media, but how to use it wisely.