Facebook is more influential than TikTok for purchase decisions. 25% of US adults consider Facebook the most influential social media platform for purchasing decisions, putting it just ahead of TikTok (21%) and Instagram (20%), according to Relex. 84% of consumers buy products they discover on social media, but only 11% of consumers purchase them after 24 hours, Relex found.
Even if consumers are influenced by Facebook or TikTok, attributing the purchase to those platforms can be difficult if consumers buy on another site or in-store.
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