Social media diverts consumer needs

Have you ever wondered why all your social media platforms are suddenly flooded with the products or services you just spoke about or searched on the internet? Using Social media is now a must for all sorts of people and it has got into every aspect of our lives, affecting how we share data, communicate, and decide what to purchase. However, with the immense popularity of social media, it has also evolved into a medium of distraction that diverts consumer needs from their intended purpose.

God may work mysteriously but social media does not. As Sophisticated algorithms track user activity and preferences to deliver personalized ads and divert consumers’ needs through targeted advertising. Though it helps businesses to reach their desired audience, it can also lead consumers to make purchases they may not have otherwise considered.

For instance, I am a fitness freak. I get to see ads like supplements, Gym membership, and equipment throughout my social media platforms all the time. While I am not interested in these products, their constant personalized ads lead me to make rash decisions and spend greenbacks on things that I don’t necessarily need. According to eMarketer, in 2023, US retailers will spend over $50 billion on digital ads. This is a 50 per cent projected increase from 2020 when many retailers pulled back spending due to Covid-19.

With the constant bombardment of information and entertainment, an individual can easily get overwhelmed by the data flow. In some measures, customers spend more time on social media and less time addressing real needs.

As a result, even when someone needs to purchase a new laptop or computer for work or school, they follow multiple channels to do research before purchasing products, As per Harvard Business Review, 73 per cent of retail consumers use multiple channels to shop. Before carefully considering all their options, instead, they may spend hours scrolling through social media, watching reviews, and following influencers. They might be too busy or worn out to concentrate on their original objective of purchasing a new laptop or computer.

According to the Journal of Business Research, social media somewhat established a sense of FOMO (Fear of missing out) among consumers. Amid social media users, it leads to impulsive purchases following the newest trends, having the newer-gen iPhone, and also visiting the newest restaurants that are popular among social media users and are displayed on these sites or in the content.

Customers may feel under pressure as a result to buy or experience things they may not require to stay current with trends even after viewing friends’ vacation images posted online, a person can feel inspired to travel. This could lead to unforeseen, unplanned, and unbudgeted travel expenses. Or (after seeing) one of your friends eating a new dish in an exotic restaurant, you may have the impulse to have it too.

This can result in overpaying and frustration when the desired product falls short of their expectations. Social media misdirect consumer requirements by displaying targeted advertising, generating endless entertainment and information, fostering FOMO, and establishing fake expectations. It is crucial for consumers to understand how social media affects their shopping behavior and to choose their products carefully and consciously. This entails making financial plans, researching potential purchases, and being aware of our true needs and preferences. By doing this, we can ensure that social media improves rather than detracts from our lives.

The writer is a freelance writer. He can be contacted at shahrearromeo1994@gmail.com