[Event Report] SNS Operations Leading to Repeat Purchases is 'Familiarity' - Explaining Concrete Measures to Generate Repeats by Deepening Relationships with Existing Customers
NAVICUS held a webinar explaining how fostering 'familiarity' through SNS is crucial for repeat purchases, based on survey data showing that emotional value drives customer loyalty.
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- 📰 Published: April 6, 2026 at 19:10
- 🔍 Collected: April 6, 2026 at 10:30
- 🤖 AI Analyzed: April 21, 2026 at 03:02 (352h 32m after Collected)
NAVICUS Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; CEO: Kazuya Takeuchi; hereinafter: NAVICUS), which provides communication support services for companies and local governments centered on SNS strategy design, held a free webinar titled "SNS Operations Leading to Repeat Purchases is 'Familiarity'" for SNS managers and marketing leaders of BtoC companies on Tuesday, March 24, 2026.
In this webinar, based on survey data conducted by NAVICUS, the mechanism of how excellent customers follow a brand's official SNS account and eventually make continuous purchases was elucidated. An Instagram media master and a community manager explained concrete communication strategies centered on expectation, familiarity, and trust.
◆ Background of the Event: The Challenge of "Followers Increased, but Not Leading to Sales"
This webinar was held to resolve the "gap between numbers and results" faced by many SNS managers, who feel that "the number of followers is steadily increasing, but there is no real sense that it is leading to sales."
According to NAVICUS's survey, it was found that 30.1% (about 1 in 3) of existing customers who have continued to buy a specific brand's products for more than a year already follow the brand's official SNS account. Furthermore, about 70% of the existing customers who follow the account take actions such as "likes" and shares, indicating that SNS functions not only as a place to acquire new customers but also as a place to maintain active relationships with existing customers.
Starting from these data, this webinar presented a practical operational design from the perspective that fostering "familiarity" with the brand, rather than the "follower count itself," is the key to continuous purchasing.
◆ What is the "Inconvenient Truth" of SNS Operations?
At the beginning of the webinar, the pitfalls of SNS operations that many companies tend to fall into were sorted out. The important opportunity that is often overlooked while continuously pursuing follower growth as a KPI is "deepening relationships with existing customers."
Although "satisfaction" with price, quality, and design is the foundation of repeat purchases, there is always a risk of customers switching to a competitor's product if that is all there is. It was explained that the key to continuous purchasing is to add "emotional value" to "functional value" through broadcasting and interacting via SNS—in other words, adding "expectation" and "familiarity" to the evaluation of specifications.
◆ Deciphering "Fan Behavioral Psychology" from Data
Through the analysis of the survey data, three positive emotional changes that SNS brings to existing customers were revealed.
Through interaction with official SNS accounts, 46.1% of people answered that their "expectations for new products increased," and 40.2% answered that they "felt a sense of familiarity with the brand." Furthermore, 41.9% responded that they came to perceive the brand as an "entity that improves the quality of life," and 31.3% as a "partner in life," demonstrating that SNS has transcended being a mere information broadcasting tool and functions as a device to deepen emotional connections with customers.
◆ The "4 Steps" and Post Design that Generate Continuous Purchasing
In the webinar, the following four stages were presented as the purchasing steps to encourage continuous purchasing by existing customers using SNS.
In this webinar, based on survey data conducted by NAVICUS, the mechanism of how excellent customers follow a brand's official SNS account and eventually make continuous purchases was elucidated. An Instagram media master and a community manager explained concrete communication strategies centered on expectation, familiarity, and trust.
◆ Background of the Event: The Challenge of "Followers Increased, but Not Leading to Sales"
This webinar was held to resolve the "gap between numbers and results" faced by many SNS managers, who feel that "the number of followers is steadily increasing, but there is no real sense that it is leading to sales."
According to NAVICUS's survey, it was found that 30.1% (about 1 in 3) of existing customers who have continued to buy a specific brand's products for more than a year already follow the brand's official SNS account. Furthermore, about 70% of the existing customers who follow the account take actions such as "likes" and shares, indicating that SNS functions not only as a place to acquire new customers but also as a place to maintain active relationships with existing customers.
Starting from these data, this webinar presented a practical operational design from the perspective that fostering "familiarity" with the brand, rather than the "follower count itself," is the key to continuous purchasing.
◆ What is the "Inconvenient Truth" of SNS Operations?
At the beginning of the webinar, the pitfalls of SNS operations that many companies tend to fall into were sorted out. The important opportunity that is often overlooked while continuously pursuing follower growth as a KPI is "deepening relationships with existing customers."
Although "satisfaction" with price, quality, and design is the foundation of repeat purchases, there is always a risk of customers switching to a competitor's product if that is all there is. It was explained that the key to continuous purchasing is to add "emotional value" to "functional value" through broadcasting and interacting via SNS—in other words, adding "expectation" and "familiarity" to the evaluation of specifications.
◆ Deciphering "Fan Behavioral Psychology" from Data
Through the analysis of the survey data, three positive emotional changes that SNS brings to existing customers were revealed.
Through interaction with official SNS accounts, 46.1% of people answered that their "expectations for new products increased," and 40.2% answered that they "felt a sense of familiarity with the brand." Furthermore, 41.9% responded that they came to perceive the brand as an "entity that improves the quality of life," and 31.3% as a "partner in life," demonstrating that SNS has transcended being a mere information broadcasting tool and functions as a device to deepen emotional connections with customers.
◆ The "4 Steps" and Post Design that Generate Continuous Purchasing
In the webinar, the following four stages were presented as the purchasing steps to encourage continuous purchasing by existing customers using SNS.