Top 10 Leading Social Media Platforms for Product Discovery

According to the 2025 Shopper Experience Index by Bazaarvoice, consumer behavior in product discovery has significantly evolved. Social media is no longer just a marketing tool—it has become an essential shopping platform. Below are the top 10 social media platforms that play a key role in product discovery based on the report.

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Top 10 Social Media Platforms for Product Discovery in 2025

Top 10 Social Media Platforms for Product Discovery in 2025

1. Facebook (54%)

Why it stands out: With its broad reach and diverse content formats, Facebook remains the number one platform for product discovery. User-generated content (UGC), brand posts, and targeted ads make it a crucial tool for businesses.

2. YouTube (53%)

Why it stands out: Product reviews, unboxings, tutorials, and influencer content help consumers deeply understand a product before making a purchase.

3. Instagram (41%)

Why it stands out: Instagram’s visual-first approach, particularly Reels and Stories, is a powerful way for brands to attract shoppers through engaging and aesthetically appealing content.

4. TikTok (25%)

Why it stands out: TikTok plays a major role in shaping shopping trends through short-form videos, viral challenges, and influencer recommendations. About 50% of Gen Z uses TikTok for product discovery.

5. Pinterest (19%)

Why it stands out: Pinterest is a top platform for discovering product ideas, especially in DIY, fashion, and home decor categories. Its visual nature allows shoppers to find inspiration before purchasing.

6. X (Twitter) (14%)

Why it stands out: Consumers turn to Twitter for product reviews, trend updates, and community discussions. Brands also use the platform for customer service and product announcements.

Shopper Experience Index

7. LinkedIn (10%)

Why it stands out: While not a traditional shopping platform, LinkedIn is widely used in B2B industries for discovering tech products, business solutions, and software services.

8. Snapchat

Why it stands out: Snapchat is particularly effective for beauty and fashion brands, using AR filters and interactive content to showcase products in a unique way.

9. Reddit

Why it stands out: Reddit serves as a hub for honest product reviews, real shopping experiences, and in-depth discussions within dedicated communities (subreddits).

10. WeChat

Why it stands out: In China, WeChat functions as an all-in-one platform, offering social networking, shopping, and payments, making it an essential tool for e-commerce.

Key Social Commerce Trends for 2025

• Consumers trust peer-generated content more than brand messages. About 80% of Gen Z consider UGC essential when making purchase decisions.

• Short-form videos are the preferred content format. Around 62% of consumers prefer watching videos over reading static posts.

• Social media shopping is growing rapidly. About 59% of Gen Z make at least one to two purchases via social media each month.

• Personalized recommendations significantly impact shopping behavior. Nearly 46% of consumers say tailored product suggestions influence their purchases.

Conclusion

In 2025, social media is not just a discovery tool—it is a powerful shopping platform. Brands must optimize their social commerce strategies, leveraging UGC, influencer marketing, and targeted advertising to effectively engage and convert shoppers.

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