Social network users trust their communities and are influenced by recommendations from friends. Research found 64% of European social networkers will visit a brand or buy a product recommended by their friends on social media. Different social networks attract different types of users, so advertisers cannot use a one-size-fits-all approach and should tailor their messages and targeting to the specific audience of each platform. Understanding user trends on social media can help advertisers effectively engage and monetize these online communities.
