A recent study from Hootsuite highlights the growing importance of social media as a destination for brand engagement. The research, which surveyed over 6,000 adults in the US, UK, Canada, and Australia, reveals that following a brand on social media can significantly influence purchase decisions for 58% of consumers.
The report emphasizes the need for brands to be mindful of their social media content to avoid alienating followers. According to the study, the top reasons for consumers unfollowing or hiding a brand include posting clickbait, inauthentic content, boring content, and repetitive content.
To maintain engagement with followers, brands should focus on creating content that informs, entertains, or inspires. Consumers value brands that communicate in a relatable and authentic way, with interesting insights beyond product promotion.
While consumers generally appreciate brands joining cultural conversations, there are some taboo topics. The study found that most consumers prefer brands to avoid political discussions, with environmental concerns and ethical business practices being more acceptable.
Generational differences also play a role in what consumers find appealing in a brand’s social media presence. While authenticity is important across all age groups, Gen Zers place a higher value on visual aesthetics and creative content.
Overall, brands are encouraged to prioritize authenticity and relevance in their social media strategies to engage and retain followers. For more insights, the full report can be downloaded from Hootsuite’s website.
