The use of social media as a customer service tool is relatively new, but the trend is rapidly gaining momentum. So much so that more than a quarter of marketers are using direct messaging (DMs) to provide customer support, and 15% of marketers plan to try it for the first time in 2023.
It's no coincidence that this trend is emerging at a time when many social media platforms - specifically Instagram and Facebook - are expanding their e-commerce capabilities. For this reason, providing customer service on these platforms will become even more crucial.
It's also worth noting that consumers want to interact with brands through DMs - especially millennials and Generation Z. HubSpot's 2022 Consumer Trends Survey found that 20% of Gen Z and nearly 25% of millennials have contacted a brand via social media for customer service in the past three months.