Consumers are using social media for customer service.

With social shopping comes social customer support. Around 1 in 5 Gen Z, Millennial, and Gen X social media users have contacted a brand through DMs for customer service in the past 3 months, and 76% of social media marketers say their company already offers customer service on social.

There was a significant increase in mentions of “DMs” related to customer service from 2017 to 2022, showing that more and more consumers are looking for direct access to support on social media. And good online customer service has built-in brand awareness — consumers share praise when brands respond quickly and solve issues via DM. But poor customer support has the opposite effect, and can lead to negative mentions and a bad reputation.

%84 of social media marketers say social media will become consumers' preferred channel for customer service in 2023.

In the evolving digital landscape, it's clear that consumers are increasingly turning to social media for customer service. This trend extends to the realm of social shopping, giving birth to the concept of social customer support.

A staggering number of social media users from varied demographics, including Gen Z, Millennials, and Gen X, have started to interact with brands directly on these platforms. It's estimated that 1 in 5 of these users have reached out to a brand through Direct Messages (DMs) for customer service purposes in the past three months alone. This trend is mirrored by company policies as well, with 76% of social media marketers stating that their company already provides customer service on social platforms.

The shift towards social media as a customer service channel is not a sudden occurrence. Analyses reveal a significant increase in mentions of “DMs” related to customer service from 2017 to 2022. This data suggests that a growing number of consumers are seeking direct and immediate access to support on social media platforms.

The impact of this shift on brands is twofold. On one hand, effective online customer service can greatly enhance a brand's reputation. When brands respond promptly and resolve issues through direct messages, consumers often share their positive experiences, thereby promoting the brand organically.

However, the flip side reveals that poor customer support can have detrimental effects. Slow response times or unresolved issues can lead to negative mentions and a tarnished brand image. Therefore, it's crucial for brands to understand the significance of offering efficient customer service on social media.

Looking ahead, the importance of social media as a customer service channel is expected to continue growing. A staggering 84% of social media marketers predict that social media will become the preferred channel for customer service in 2023. This projection emphasizes the need for brands to adapt and refine their customer service strategies in line with consumer preferences and digital trends.

Clearly, the future of customer service is increasingly digital, and social media is leading the charge. As we continue to navigate the digital age, brands must stay ahead of the curve and meet consumers where they are — on social media.

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Source: HubSpot Blog Research, Social Media Trends 2023 Report Global survey of 1,000+ social media marketers in Jan, 2023. *Among social media marketers who sell through social apps