With 5.17 billion users by 2024, and the rise of TikTok Shop in the U.K. and the U.S.A., social networks are a key acquisition and engagement channel for brands. With the arrival of TikTok Shop in Europe expected, mind Retail takes stock of the initiatives of major European retailers including Burger King, E.Leclerc, Lidl, Aroma-Zone, Blissim, Sephora, Inditex, Dior, Gucci, Lush, Caval and Normal. Between Instagram, TikTok, YouTube and Snapchat, which platforms are the most strategic? From UGC to augmented reality and FOOH, what initiatives are helping to convert into sales from the younger generation?
The context
Since Covid-19 and the restrictions, the number of users of social platforms continues to grow. According to Data Reportal, there were 5.17 billion social network users at the end of July 2024, or 63.7% of the world’s population, up 5.6% in one year. In 2020, the figure was 3.8 billion, or barely 50% of the world’s population. Projections predict 6 billion users by 2028.
While YouTube (2.5 billion users) and Instagram (2 billion) dominate in terms of audience, TikTok (a subsidiary of
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.