According to recent data from November 2024 from ESW and EMARKETER, social media is playing a crucial role in the initiation of product searches in Latin America. In particular, Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%) stand out as countries where social platforms are significant launch points for consumers searching for products.
An emerging market gaining strength in the southern hemisphere
The study, part of the Global Voices Survey conducted in partnership with EMARKETER, surveyed 18,448 adults over 18 years old in 18 countries, revealing that, although in much of the Western Hemisphere the start of product searches usually occurs in search engines, social media is becoming increasingly relevant in this dynamic.
The data suggests that marketers should adapt their discovery strategies based on the region, emphasizing the need to invest in search engine optimization (SEO) in markets where it continues to dominate. However, they are also advised to strengthen their social commerce campaigns, especially on popular platforms like Instagram, WhatsApp, and TikTok in Latin America.
The survey methodology included questions about the beginning of the search for products in categories such as clothing, footwear, cosmetics, and consumer electronics, among others. The results underscore the importance of digital marketing strategies tailored to the preferences of local consumers, suggesting that brands must be present where their customers start their shopping journey.
With the number of interactions on social media growing, investment in social media for commerce is expected to increase significantly in the coming years, thus aligning marketing strategies with current consumer trends. This transformation in search behaviors represents a key opportunity for companies looking to capture consumer attention in an increasingly competitive digital era.
