Surveying 2,000 Users on Instagram, X, and TikTok Usage: Developing SNS Marketing Strategies Based on Consumer Behavior Models (Part 2)

As SNS permeates society and significantly influences consumer purchasing behavior, more companies are struggling with SNS account management and SNS marketing. Against this backdrop, Dentsu Macromill Insight, Inc. and Tete March Inc. jointly surveyed 2,000 SNS users on their usage patterns. We asked Ms. Kana Nagahara of Dentsu Macromill Insight, Inc. and Ms. Junko Kawamata of Tete March how these findings should be leveraged for marketing. In the second part of the interview, we delve into effective SNS utilization methods based on the consumer behavior model "PERCARS (Parkers)" and examine successful case studies.

The starting point of consumer behavior is information passively obtained via SNS

Q. Tete March advocates the "PERCARS" model for consumer behavior in the SNS era. What kind of model is this?

Kawamata: Today, consumers gather information from SNS. The first step is the "P" in "PERCARS" – "Personalized." This means users encounter information optimized for them.

On SNS, algorithms deliver a constant stream of diverse information, which users passively receive. This information becomes the initial touchpoint, leading to an encounter (Encount) with the product or brand, followed by deepening understanding (Research), catching up on information (Communication), and ultimately reaching the purchasing action (Action). From there, they become fans (Relationship), sharing their experiences by posting word-of-mouth reviews on social media or telling friends (Share). This creates a cyclical consumption behavior model, where each step feeds into the next Personalized experience. We coined the term "PERCARS" using the initial letters of these steps.

Personally, I often end up buying products I hadn't planned to purchase based on information that randomly appeared on TikTok. What's more, I find myself wanting to tell my friends, "I bought this!" Designing this "can't help but tell others" experience and maximizing how much sharing occurs is a major point in social media marketing.

Q. Considering SNS users' consumption behavior, how do you think SNS can be effectively utilized for marketing?

Kawamata: First, brands should target the intersection of their intended audience and the communities on social media. It's crucial to refine your targeting by asking, "Which specific community on that platform will resonate with this promotion?"

For example, don't just stop at "Let's use TikTok because our target is high school girls." Going a step further—considering affinity with specific communities like "people who love relatable content" or "fans of this particular TikToker"—will likely be more effective.

Increase target resolution and deploy mechanisms that generate engagement

Q. Can you share a successful SNS marketing case study based on "PERCARS"?

Kawamata: One example is Calbee's "Jagariko" marketing strategy. To popularize "Ageriko"—the act of giving Jagariko to someone with feelings of "thank you" or "sorry"—they produced the TikTok drama " Ageriko Gakuen" targeting high school girls. Crucially, they tailored the drama to three communities: frequent TikTok drama viewers, fans of relatable "school life tropes," and followers of popular TikTokers. This alignment proved successful, sparking a wave of user-generated content.

Q. You mentioned "discussions rapidly spread." In social media marketing, is it crucial for content to become a topic of conversation and get shared among the target audience?

Kawamata: Yes, that's correct. In the "Ageriko Gakuen" case, we generated conversation by fostering empathy. Another approach is to encourage posts based on surprise—when users discover an interesting, unnoticed element. Broadly speaking, I believe these two patterns are most effective for sparking conversation.

SNS isn't magic. Thorough user research is the first step in marketing.

Q. Based on this survey, what should be prioritized in future SNS marketing?

Kawamata: Our survey of actual SNS usage revealed that "killing time" was the top reason for using any platform. SNS is a user-driven community, and companies are essentially guests there. Suddenly inserting ads feels jarring. That's precisely why you must constantly monitor what's trending and ensure your messaging aligns seamlessly. Otherwise, users will feel repelled. As in the earlier example, unless you create a buffer—like turning it into a drama or leveraging organic user buzz—it won't resonate.

Many people think of SNS as a "magic tool that creates buzz without spending money," but that's not the case. It requires meticulous research, high-resolution target analysis, and careful planning. Recognizing that SNS marketing is not simple is crucial, I believe.

Nagahara: Furthermore, as seen in Tete March's success story, even when using an SNS platform well-suited to the target audience for marketing, how the target perceives the message can vary depending on whether it originates from the company or from regular users. I believe it's vital to meticulously research the product and target audience each time and carefully plan the strategy.

Q. It seems social media marketing will continue to grow in influence going forward.

Nagahara: I believe new SNS platforms will continue to emerge. Since each SNS offers a different perspective and way of gathering information, we will continue to thoroughly research consumer trends and develop marketing plans tailored to our client companies' products and target audiences.

Following Generation Z, the "Alpha Generation" (those born between 2010 and 2024) is gaining attention as digital natives. Corporate marketing professionals will need to understand the SNS usage patterns of even younger generations and consider how best to approach their target audiences. Based on these survey results, now might be a good time to reevaluate your SNS marketing strategies.