Under the Influencers: The Relationship Between Social Media and Search

GroupM Search and comScore Tuesday released the results of a study that examines the relationship between social media exposure and search behaviors. The study reveals the correlation between the discovery of brands through social media and search behavior, including increased lower-funnel searches and paid search click-through rates (CTRs). The study breaks the search behavior into segments based on where queries fell in stages of the purchase funnel. This included upper-funnel terms expressing awareness and consideration, as well as lower-funnel terms expressing action and loyalty. The study reveals that people who search and engage with social media, especially those exposed to a brand's influenced social media, are far more likely to search for lower-funnel terms than consumers who do not engage with social media. Furthermore, consumers exposed to a brand's influenced social media and paid search programs are 2.8 times more likely to search for that brand's products compared to users who only saw paid search. The study, which provides insight on how to tap into search, estimates a 50% lift in click-through rates across the board when consumers had been exposed to social media and paid search. Generic keywords at the top of the funnel are popular, but one of the clear signals from the study reveals that consumers use social media to change their mind on the products and services they would consider buying.