Facebook is more influential than TikTok for purchase decisions

Key stat: 25% of US adults consider Facebook the most influential social media platform for purchasing decisions, putting it just ahead of TikTok (21%) and Instagram (20%), according to Relex.

Beyond the chart:

• 84% of consumers buy products they discover on social media, but only 11% of consumers purchase them after 24 hours, Relex found.
• Even if consumers are influenced by Facebook or TikTok, attributing the purchase to those platforms can be difficult if consumers buy on another site or in-store.

Use this chart: Marketers can use this chart to demonstrate the importance of maintaining Facebook in their social media marketing mix and evaluating where consumers are influenced before launching new campaigns.

Related EMARKETER reports:

• Shoppable Media 2025 (EMARKETER subscription required)
• TikTok Ban 2025 (EMARKETER subscription required)

Methodology: Data is from the January 2025 RELEX "Viral Products & Social Media Influence Consumer Report." 1,012 US consumers ages 18+ were surveyed during January 2025.