Model discovery has modified. Huge time. Gone are the times when everybody discovered new merchandise the identical manner. At present, Gen Alpha, millennials, Gen Z, Gen X, and child boomers are all on the hunt for manufacturers in numerous spots. From search engines like google and social media, to good old style word-of-mouth, being the place your viewers is has by no means been extra essential. Keep tuned as we share solutions to:
- What’s model discovery, and why is it essential?
- How do shoppers discover manufacturers and merchandise?
- How does every era discover them?
- How do shoppers analysis services?
- How are you going to use GWI information to energy model discovery?
- What can TikTok train us about model discovery?
- Model discovery FAQs
Let’s dive into what it actually takes to seize shoppers’ consideration in 2025.
What’s model discovery?
Model discovery is how shoppers discover and join with new manufacturers. It’s the place to begin of the shopper journey – the place somebody first comes into contact with a model, and its services.
Why is model discovery essential?
In a crowded market, standing out isn’t any simple feat. Model discovery is what turns heads and makes your model memorable. It’s extra than simply visibility — it’s about sparking that “Oh, I’ve seen them earlier than!” feeling. Robust model discovery helps you construct familiarity and belief, reworking first impressions into lasting connections that drive gross sales and enhance income.
How do shoppers discover manufacturers and merchandise?
Let’s get straight to the main points. Taking a look at insights from 2024, these are the highest channels driving model discovery at the moment.
Engines like google
A 3rd of shoppers (33%) discover new manufacturers and merchandise via search engines like google. This highlights the significance of optimizing your on-line presence so potential clients can simply uncover you with only a fast search.
Adverts seen on TV
One other 33% of shoppers uncover manufacturers via TV adverts. Whereas the digital panorama is rising, conventional media nonetheless performs a key position in reaching audiences.
Phrase-of-mouth suggestions from buddies or household
With 30% of shoppers discovering new manufacturers via suggestions from buddies or household, the impression of non-public connections is evident. Manufacturers can faucet into this by encouraging happy clients to unfold the phrase — providing incentives like referral reductions or loyalty factors to show constructive experiences into highly effective endorsements.
Adverts seen on social media
30% of shoppers discover new manufacturers via social media adverts. Make your model the one which stops the scroll — seize consideration with sharp focusing on and fascinating content material that stands out in busy feeds.
Model/product web sites
For 26% of shoppers, model and product discovery begins on official web sites. From eye-catching design to charming content material, a powerful web site may be the distinction between a fast browse and a brand new buyer.
TV reveals and movies
Have you ever ever seen a product in a film or TV present that caught your eye? So have 25% of shoppers. These strategic placements can create a robust reference to audiences, boosting model consciousness in an entertaining manner.
Adverts seen on web sites
23% of shoppers uncover new manufacturers via web site adverts. Banner adverts and sponsored content material may be efficient for driving consciousness, particularly in case you place them on the correct websites. Retail media networks are additionally a rising alternative, as manufacturers should purchase advert area on well-liked retail web sites to succeed in high-intent shoppers who’re already in a shopping for mindset.
On-line retail web sites
Our information reveals on-line retail web sites introduce 23% of shoppers to new manufacturers. By partnering with well-liked e-commerce platforms, you’ll be able to broaden your attain and make it simpler for shoppers to find your merchandise.
Suggestions and feedback on social media
You don’t must spend money on adverts to win on social media; 23% of shoppers uncover manufacturers via suggestions and feedback on social platforms. Participating together with your viewers and inspiring conversations can construct your model’s repute and appeal to new followers.
Client overview websites
Lastly, 23% of shoppers flip to overview websites to find new manufacturers and merchandise, displaying simply how a lot belief influences shopping for choices. Constructive critiques could make all of the distinction, so incentivizing completely happy clients to develop into model ambassadors and share their experiences with others is an effective way to spice up model consciousness.
So there you have got it: search engines like google and TV adverts reign supreme. However do these high spots shift once we have a look at generational habits? Let’s discover out.
How does every era discover manufacturers and merchandise?
Each marketer is aware of you’ll be able to’t goal Gen Alpha in the identical manner you’d attain a child boomer, and that is very true in relation to model discovery. Right here’s a breakdown of what captures consideration and drives discovery throughout the totally different age teams.
How do Gen Alpha uncover manufacturers?
Gen Alpha could also be younger, however they’re already savvy shoppers, with social media enjoying an enormous position in how they discover manufacturers and merchandise. Amongst youngsters aged 12-15 who use social platforms, 29% say they’re there to maintain up with their favourite manufacturers, 26% use it to find issues they need to purchase, and 22% scroll for type inspiration. And this affect is just rising.
In Europe, the variety of 12-15 12 months olds utilizing social media to search out merchandise has spiked by 13% since 2021, whereas the quantity following manufacturers has gone up 14%. Attending to grips with Gen Alpha’s distinctive traits is important for reaching this youngest era of shoppers, and a powerful social media presence is vital for manufacturers to remain seen and related.
How do Gen Z uncover new manufacturers and merchandise?
It ought to come as no shock that tech-native Gen Z primarily uncover new manufacturers via social media adverts (32%), TV adverts (28%), and search engines like google (28%). However what you won’t know is 26% nonetheless depend on word-of-mouth suggestions from family and friends. It goes to indicate that, even for this tech-forward era, belief and private connections nonetheless carry a number of weight.
But it surely’s not simply the standard channels catching Gen Z’s consideration — being digital-first, they’re particularly conscious of adverts in additional immersive and interactive areas. They’re 36% extra probably than the common client to find manufacturers via adverts in video video games, 33% extra more likely to discover them via vlogs, and 28% extra more likely to discover them via adverts in digital areas.
How do millennials uncover merchandise and new manufacturers?
Millennials usually uncover new manufacturers and merchandise by way of search engines like google (33%), social media adverts (31%), and TV adverts (31%). And as a era that stands out for being assured utilizing know-how (46% of millennials say this), it is smart that they present a novel affinity for social media updates immediately from manufacturers (11% greater than common), professional weblog posts or critiques (11% extra), and influencer endorsements (10% extra).
So what does this imply for manufacturers trying to have interaction millennials? It’s all about authenticity, relevance, and experience. Millennials worth manufacturers that really feel real and supply knowledgeable, reliable views.
How do Gen X uncover new manufacturers?
Gen X know methods to navigate each on-line and offline worlds in relation to discovering new manufacturers. This era, identified for his or her model loyalty, flip to search engines like google most frequently (37%), however in addition they catch TV adverts (36%) and belief suggestions from buddies (33%).
What actually units them aside, although, is their appreciation for in-store experiences — issues like promotions and product brochures are significantly influential. In truth, they’re 15% extra probably than the common client to have interaction with promotions or shows in-store, and 14% extra more likely to uncover manufacturers via product brochures and catalogues.
How do child boomers discover new manufacturers?
Wanting on the traits of child boomers, it’s clear a lot of at the moment’s promoting misses the mark with this group. So, what does work?
For model discovery, child boomers gravitate towards acquainted, trusted channels and conventional media. TV adverts are their high supply at 45%, adopted intently by word-of-mouth suggestions from buddies or household (39%), search engines like google (37%), and in-store promotions (31%). Print media is especially influential for this era — they’re 59% extra probably than the common client to have interaction with newspaper or journal articles, 48% extra more likely to discover print adverts, and 37% extra probably to concentrate to junk mail.
How do shoppers analysis services?
After shoppers uncover your model, the following step they’ll probably take is definitely researching it. When shoppers are actively searching for extra details about manufacturers, merchandise, or companies, these are the highest on-line sources they use:
However as soon as once more, age performs an enormous half. Once we phase this information by era, some key variations come to gentle:
- For Gen X and child boomers, their high analysis channels are search engines like google (57%), adopted by client critiques (41%), then social networks (39%)
- Whereas for Gen Z and millennials, social networks take the highest spot (51%), adopted by search engines like google (48%), then client critiques (36%)
These insights stress the necessity for manufacturers to adapt their methods to every age group’s preferences, ensuring they share related data within the locations every era is more than likely to see it.
How are you going to use GWI information to energy model discovery?
Should you’ve made it this far, you already perceive the worth of figuring out the place and the way totally different shoppers discover manufacturers. A focused model discovery technique isn’t simply sensible — it’s important for connecting together with your viewers on a deeper degree. Right here’s how GWI may help you craft a profitable model discovery technique:
Pinpoint the perfect channels
The place does every era go to search out new manufacturers? Information from our client analysis platform takes the guesswork out of the equation, serving to you discover the candy spots — from Gen Z’s favourite social platforms to boomers’ go-to magazines and TV reveals. Get straight to the channels that take advantage of impression.
Perceive what clicks together with your viewers
When you’ve nailed down your channel, select a content material format that’s immediately related. Our information helps you uncover the content material that finest appeals to totally different client teams – from Gen X’s desire for in-store shows, to Gen Z’s love of interactive adverts.
Create campaigns that hit dwelling
Now you understand your viewers’s most well-liked channel content material, it’s time to craft a marketing campaign that speaks to every group of their language. Our insights allow you to form messages which are tuned in and tailor-made, driving actual engagement the place it issues most.
Keep on high of what’s subsequent
Traits change quick. Staying forward of shifts in discovery habits is vital to making sure your model’s precisely the place persons are wanting. By monitoring rising channels and adapting your model discovery technique, you’ll attain audiences when and the place it issues most, maintaining your model related and high of thoughts.
What can TikTok train us about model discovery?
Suppose TikTok’s only for leisure? Suppose once more.
TikTok’s personal information urged a rising variety of skilled C-suite customers on the platform, however they wanted a third-party supply to solidify this narrative. Enter GWI. With our viewers insights, TikTok verified that 74% of C-suite execs within the UAE and Saudi Arabia had been actively utilizing the platform — not only for leisure, however more and more for enterprise.
Digging deeper, the crew discovered these senior leaders had been turning to the platform for networking, decision-making, and, right here’s the large one – discovering new manufacturers and merchandise. This perception basically challenged the standard notion of TikTok as an leisure area alone, proving it to be an rising hub for model discovery amongst high-level professionals.
With dependable third-party information to help their findings, TikTok might now place itself as a worthwhile channel for manufacturers trying to attain influential decision-makers within the GCC.
Key takeaways
In 2025, efficient model discovery means assembly shoppers the place they’re – on the channels they belief most, with the kind of content material they worth. With such diversified generational preferences, a profitable technique needs to be dynamic, adaptive, and data-led to seize consideration and drive significant engagement.
Prepared to maneuver past fundamental focusing on and pinpoint your perfect viewers with adverts they will’t ignore? You want our media planning information.
Model discovery FAQs
How do I enhance my model discovery technique?
Give attention to understanding your viewers’s go-to channels, then create content material that captures their consideration. Observe what’s working and sustain with shifting client traits to ensure your strategy stays efficient.
What channels ought to I give attention to for model discovery?
Channels fluctuate by viewers: search engines like google and TV are broad winners, social media resonates with youthful audiences, and conventional media works properly with older demographics. The bottom line is to make use of the correct client information to information your selections.
