Cosmegram

‘Like’ enough to buy? Study suggests Facebook pages hold little influence on cosmetics purchases

By Andrew MCDOUGALL

- Last updated on GMT

‘Like’ enough to buy? Study suggests Facebook pages hold little influence on cosmetics purchases

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A new survey by Canadean Custom Solutions has found that fan pages on Facebook are having little influence on shopping behaviour in the fast moving consumer goods industry in the UK, where cosmetics are one of the most popular sectors.

In the FMCG industry skin care and fragrances are the most popular type of brand/product pages visited on Facebook, beaten only by chocolate, and the new survey says that these brands must now do more with this social media following.

Whilst people will visit pages to ‘like’ a brand or product, it is unlikely that they will return to these pages again, or will it have any significant influence on buying behaviour, it says.

According to Michael Hughes, Research Manager at Canadean Custom Solutions, the new study highlights that having many ‘likes’ on Facebook will not necessarily increase sales.

“Whilst a good Facebook fan page can give a brand cool credentials, it is unfortunate for manufacturers that it will not necessarily influence buying behaviour or drive sales,”​ he says.

“Brands need to do more if they are going to use their online presence in order to boost sales.”

Consumers use the internet to research products and build up a greater rapport with a brand, and whilst this is still true, the new research suggests the power of the Facebook ‘Like’ may not be as big an influence as initially perceived.

Related topics: Market Trends

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