Why Consumers Expect You on Social Media: Trust, Discovery and Buying Behavior

For today’s consumers, social media is more than entertainment. It is where they discover new products, research brands, and decide where to spend their money. That means a business without a social media presence risks invisibility.

Statistics make the case clear. Fifty eight percent of consumers say they discover new businesses through social media. That beats traditional channels like search engines and TV ads. The moment a potential customer scrolls through their feed, they may find their next favorite coffee shop, boutique, or service provider. Without a presence, your business is missing that chance to be discovered.

The influence does not stop there. Seventy eight percent of shoppers research social media before making a purchase. They look for reviews, customer comments, and authentic content. Social platforms have become the modern equivalent of word of mouth. If your business has active, positive interactions on its page, new customers will trust you faster.

Trust directly fuels recommendations. Research shows that 71 percent of consumers who have a positive experience with a brand on social media are more likely to recommend it to others. That kind of peer validation is more powerful than any paid advertisement. For small businesses, this is a low cost way to create a network effect of growth.

What does this mean for your strategy? First, it is important to show up consistently. Consumers expect active pages that provide information, respond to questions, and share updates. Second, encourage reviews and user generated content. A happy customer’s post carries more weight than your own marketing. Third, show authenticity. Behind the scenes content, employee spotlights, and real stories connect more deeply than stock photos.

Another key element is accessibility. Consumers increasingly use social media to ask questions, resolve issues, or confirm details before purchasing. Responding quickly builds trust and shows professionalism. Even a short acknowledgment can make the difference between winning or losing a sale.

In today’s marketplace, a website alone is not enough. Social media presence signals legitimacy, builds trust, and creates discovery opportunities. Without it, small businesses risk losing customers to competitors who are easier to find and easier to believe in. Meeting consumer expectations on social media is not optional anymore. It is the baseline for credibility and growth.