Insight Report 10 minutes PremiumUS Holiday 2018: The Social Media Impact Coresight Research November 5, 2018 Executive SummarySocial media platforms play an increasingly important role in influencing shopping decisions, and sites such as Facebook, Instagram and YouTube should be strong purchasing influencers this holiday season. As spending on social media advertising continues to rise, the most effective formats for influencing purchasing decisions appear to be mobile-focused content and video content and advertising. Although 58% of US consumers now say that social media influences their purchasing decisions, they continue to use social media platforms largely as a tool to find recommendations and discover and research products. Most consumers are still hesitant to make purchases directly through social media platforms. Facebook continues to dominate the social media sphere, including in advertising and brand content, but Instagram and YouTube may be better suited for targeting younger holiday shoppers. Click here to read Coresight’s coverage on US holiday retail and gain key retail insights for 2019 and prior years. This report is for paying subscribers only. Already a paying subscriber? Please log in to see the entire report.If you wish to learn more about our subscription plans and become a paying subscriber, click here. This document was generated for Other research you may be interested in: Powering the Retail Revolution: Insights Presented at RetailNext Executive Forum 2023Consumers Pursue Conflicting Anti-Inflation Strategies: US Consumer Tracker 2023, Week 23Essentials Resilient While Select Discretionary Categories Experience Downturn: China Consumer Survey InsightsMarket Outlook: US Food Away from Home—A Challenging Economic Backdrop To Weigh on Growth in 2023