Whether it is incessant promotions or awkward jokes, many brands strike out on social media and fail to find the right tone. This not only annoys and alienates their audience, it negatively impacts both a brand’s social presence and its bottom line, according to new data from business-focused social-management platform Sprout Social. The firm’s new report uncovers what leads people to unfollow a brand—and how those actions impact sales.
While 85 percent of social media users currently follow brands on social, many companies miss the opportunity to engage with them and instead use the medium as a promotional tool. Excessive promotions from brands lead nearly half of people to click the unfollow button. If someone takes that action, it means that they are no longer seeing a brand’s social messages which–when you take into account that 75 percent of people have purchased something because they saw it on social media–can hurt their bottom line.
Additional insights from the report include:
- People are buying based on which brands they follow and what social post they see—57 percent of people are more likely to buy from a brand they follow. Seeing as 75 percent of people have purchased something because they saw it on social media–this is important.
- There is a fine line between brands being informational and annoying—While nearly 60 percent of people initially follow a brand because they’re interested in promotions, 46 percent of people will unfollow a brand if they post too many.
- Brands that try to be anyone but themselves tend to turn off their followers—Nearly 40 percent of people find a brand using slang to be irritating and another 32 percent are annoyed when a brand tries to be funny–when they are clearly not.
- Message repetition can improve community receptivity on social—60 percent of people need to see a something 2-4 times on social media before they purchase—and nearly 20% need to see it 5-8 times.
“Social media has moved beyond the solely promotional platform it once was,” said Scott Brandt, CMO of Sprout Social, in a news release. “This report makes it is clear that the stakes are higher, and any brand that hasn’t adapted to meet expectations isn’t just going to lose their audience, they’re risking a decline in their marketplace perception and sales.”
All referenced data is based on 257,000 public social profiles (103,000 Facebook; 114,000 Twitter; 40,000 Instagram) of continually active accounts between Q2 2015 and Q2 2016. More than 2.9 billion messages sent and received during that time were analyzed for the purposes of this report. Some data may have shifted from the last Sprout Social Index report due to a shift in the social profiles analyzed; however, all overarching trends remain consistent. Industry classifications were based on LinkedIn industry categories. This consumer survey was conducted by Survata, an independent research firm in San Francisco. Survata interviewed 1,022 online respondents between July 05, 2016 and July 11, 2016.
Source: PRWeb; edited by Richard Carufel