Social media may be growing in importance for product discovery but for the forthcoming ‘golden quarter’ brand websites remain key in driving engagement and sales. Yet brands should still take care to target their social marketing at the right consumers who are more engaged with it.

That’s all according to new research from e-commerce specialist Visualsoft, which shows the continued dominance of brand websites in driving engagement and sales.

Its new report — based on a poll of 2,000 UK adults conducted this summer — reflects the fact that consumers are more actively looking for products and bargains at this time of year. It said 31% will reach out to discover more through a brand’s website. Meanwhile, newsletters engage 17%, while classic Christmas TV ads capture the attention of more than a quarter (26%) of consumers. In fact nearly half (46%) say that nostalgia is a key driver.

That’s an interesting point and could mean John Lewis has hit on a winning idea with its recent pre-Christmas ad launch taking viewers on a journey through the almost-100 years since its revived Never Knowingly Undersold brand promise was launched.

Visualsoft said that while only 17% engage through social media marketing, this figure skyrockets to 67% among 18-24 year-olds.  By contrast, only 8% of those aged 55-64 engage with brands on social media. 

Notably, 35% of 18-24 year-olds are driven to purchase by social media influencers, compared to just 14% on average. “This is crucial evidence that including social marketing for younger demographics is vital, and brands must differentiate their targeting,” we’re told. 

Sarah Burke, Head of Social Strategy at Visualsoft commented “We’ve seen a rise in social shopping across TikTok with consumers spending more than 70 minutes daily on the platform and a 200% uplift in live commerce usage. But websites aren’t dying. In fact, they are still the primary source of inspiration and sales. Marketers and retailers need to ensure that all channels are used in conjunction, with a personalised and consistent experience across them all, driving people towards the end goal of making that purchase in this competitive period.”

Other insights include the unsurprising fact that shoppers are looking for the best deals. The survey shows, 37% save their big purchases for this quarter, with 65% identifying price as the biggest influencer. 

And just behind websites as a key channel are price comparison sites, which are a major part of the journey for 29% of shoppers. This focus on value  is driving an extended research phase, providing brands with an opportunity to influence consumers’ pre-purchase. A multi-channel approach with the brand website at its core, is essential for success.