October 2025 BLOG POST Why we invest in Duel by Miguel Bagulho Social Media’s Growing Influence on Consumer Behavior Gone are the days of Facebook (now Meta) IPO, where everyone was absolutely astonished by the $ 100Bn valuation (note: current market cap is $ 1.9Tn). Over the years, we have witnessed the explosion of different social platforms, with billions of active users. This trend was accelerated in a post-Covid era, where social media’s role in the consumer purchase journey expanded on a global scale and particularly in young generations, to a point that we hear “TikTok is the new search”. It is now common for us to turn to social networks when we need inspiration before buying something new. For example, someone might browse Instagram to see trending outfits before updating their wardrobe, or check TikTok reviews of the latest skincare products to decide which one to try. Others scroll...
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