Research: how users respond to brands’ social media behavior | Digital Monkey

Research: how users respond to brands’ social media behavior

Published 17/07/2017
Research: how users respond to brands’ social media behavior

Social, specializing in the development of social media management tools, has examined how companies’ publications in social networks influence their sales. This article provides key conclusions made by experts.


1. Social media response is a ticket to success

Social analyzed almost three hundred social media profiles as well as surveyed thousand consumers and found out that a significant part of respondents (48%) preferred brands immediately responding to their requests in social networks. Thus, an online dialogue with customers is essential if you want to enhance sales. And a humorous approach is especially great. At least, 30% of respondents have confirmed that companies able to joke appeal to them more.

But users do not like brands ridiculing their own competitors. 67% of people express negative attitude to such actions on behalf of companies, and only 10% of them agree to buy something from these troublemakers.

2. Emotional visual content provides more views

Conventional videos with cute pussy cats and doggies attract more users than, for instance, the most relevant and interesting tree huggers’ reports. Positive content, respectively, prevails over negative one. It should be taken into account even by companies focusing on the serious and erudite audience. Cutie things are not alien to businesspeople as well.

But, according to Sprout Social, it does not mean that one should shower their Facebook group only with good and positive stuff. Content has to be provided correctly. For example, the animal anti-cruelty video, a true sample of grief, brought 30 billion dollar donations to the charity organization that issued it. And that’s because the video shows photos of abandoned pets to the sorrowful song. The clip strongly wreaks havoc on emotions, although it is dedicated to the serious issue.

3. Poor attitude to customers comes at a high cost

According to Sprout Social, 51% of respondents will withdraw from subscriptions to groups and websites of brands that make them sad somehow. 27% of users immediately block and refer them to spam after bad experience. Another 27% of respondents are bitter enders: they will intentionally boycott the disliked brand.


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