Social media evolves with consumer demands. Companies building their social media marketing strategies around these demands create a platform for long-term customer satisfaction.
The 2023 Sprout Social Index Report provides data for creating more consistent content for social media campaigns. Some interesting takeaways around consumer usage include the following:
- 68% of consumers use social to follow brands for information about new products or services
- 46% seek access to exclusive deals or promotions through social channels
- 45% visit their favorite brands’ social platforms for entertaining content
- 28% use these platforms to engage with the brands’ community of followers
Of the people who responded to Sprout Social’s queries about their engagement habits, 53% said they use social media more now than they did in the previous two years, but according to the report, only 30% of marketers say they’re actively engaging with their customers on social media.
This is an opportunity for your brand to jump out and engage with your most valuable customers.
What Do Brands Fail to Offer?
Feedback is important, but is your brand listening to what consumers are saying? If you are, then your strategy will regularly respond to customer preferences.
What consumers say brands fail to provide:
- User-generated content
- Customer testimonials
- Authentic content (there is too much promotional content)
- Information about how products are made
- Information about the brand’s industry
Actions Consumers Take
If you’ve yet to dive into how consumers interact with your social media marketing content, here are a few insights, according to the report:
- They leave reviews, which can influence their peer group
- They like posts, which can provide insights into what marketers should be creating more content about, or less, depending on the number of likes
- They make purchases when such action is available to them
- They make inquiries, which brands would be smart to respond to as fast as possible
Knowledge is power in social media marketing, but so is partnering with a professional marketing team. At SJC Marketing, we’re here to assist you in directing more engagement toward your pages, creating opportunities for more interaction and raising your brand status. Contact us to start a conversation about your social media strategy.