Social ads performing well for eCommerce retailers during pandemic

Consumers globally are turning to brands to help them feel that things will return to normal.

According to research by social advertising platform Smartly.io, a growing number of consumers now prefer brands to focus on ads that showcase a return to normalcy.

That’s compared to the start of the pandemic when more than one-third preferred brands to advise them on staying safe during lockdowns.

The study also found that social adverts had more viewers during the earlier days of the pandemic because many brands stopped advertising and therefore those who maintained social ads had less competition.

Around 70% of consumers in Italy and Spain noted an increased number of ads from brands they hadn’t purchased from before.

Meanwhile, social ads performed well for eCommerce retailers during the pandemic as people were locked down.

Around 50% of consumers worldwide admitted that they had purchased items seen in social ads. This percentage was highest for Indian consumers, 73% of whom purchased items from social ads.

Among the top industries consumers purchased more from were grocery (43%), clothing/apparel (41%) and electronics (36%).

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