Social media may be a possible starting point to the sales funnel, but how do brands manage their social presence to appeal to their audience?
A successful social presence for a brand should start with an understanding of its audience, as this will offer the insights on what content to create. This can affects its online reputation, its authority, its marketing efforts, and even its sales.
Sprout Social Index for Q3 2016 presents some very interesting stats regarding the reasons that people follow, or unfollow, a brand, providing a detailed analysis of the users’ motives for each move.
What annoys users?
57.5% of users find the increased number of promotional posts annoying and it’s the first reason they get irritated by a brand’s presence.
The prevalent reasons users are annoyed by branded posts are:
– too many promotions
– slang and jargon
– not having any personality on their accounts
– trying to be funny when they’re not
– not replying to messages
This means that brands need to balance the use of promotional content, improve their language and tone, be more responsive. There’s no need to try too hard to impress with your presence, when you manage to lead to the exact opposite result.
Why do users follow a brand?
73.4% of users follow a brand due to interest in its product/service, while 58.8% of them are more interested in its promotions.
Moreover, they are following a brand because:
– They’re entertaining
– Offered an incentive
– Interested in their industry
– To communicate with brand
– Friends follow/like their content
Thus, they usually need to be interested in the brand, or find an incentive to like it. However, they may also like if they find its content entertaining, which means that a brand’s personality can make a difference.
Why do users unfollow a brand?