Social Media and Brands: How Consumers Interact on Social Media [Survey]
Between October-December of 2020, Digital Atul carried out a survey to assemble data relating to social media utilization of shoppers. Over 500 people had been surveyed.
Social media…it’s one thing all of us like to hate and hate to like. What began as a platform to attach with mates and share glimpses of your private life shortly grew to become a thought-controlling advertising and marketing device that has weaved it’s approach into our on a regular basis lives—whether or not we prefer it or not. We wished to listen to from shoppers, not the platforms, on how they use social media in the case of following and fascinating with manufacturers. Some of the data we discovered was stunning, and a few was to be anticipated. But both approach, we’re excited to share our findings with you.
Table of contents
Social Media Usage
Let’s begin with some basic data. When it involves every day use of social media, shoppers spend the vast majority of their time scrolling Instagram and TikTok (1-2 hours per day) whereas platforms like Facebook, Twitter, Pinterest, and LinkedIn are used on common for lower than quarter-hour per day. Not to say, 27.6% of individuals surveyed stated they count on they’ll use Facebook much less in 2021 (RIP Facebook). With the launch of ClubHouse, Stereo, and who is aware of what else will seem in 2021, it is going to be attention-grabbing to watch how utilization reduces on extra conventional platforms. On the channels shoppers are energetic on every day, they’re probably to comply with manufacturers centered on meals/beverage, attire, media/information, health/well being, and sweetness. However, in the case of discovering new merchandise to purchase, Instagram is a transparent winner with over 70% of respondents saying that they like that platform over all others to find new merchandise.
The Best Time to Post
Now, let’s dive into when to put up now. As you most likely know, many platforms advocate your “greatest time to put up” primarily based on when your viewers is engaged and on-line. However, as you additionally most likely know, the time you put up isn’t the identical precise time that your followers shall be served that put up. We advocate focusing much less on the particular days/instances that the channels advocate posting, and as a substitute spend that point planning forward for when shoppers are repeatedly on-line. We discovered that late night (from 8pm-11pm) and early morning (6am-11am) had been the 2 hottest instances to examine social media. Therefore, we advocate posting within the afternoon/early night (round 2pm-6pm) to present your put up extra time to rank through the peak scrolling hours.
The Best Type of Content to Post
Now that you already know the place and when to put up – let’s focus on what to put up. It’s no secret that video is closely talked about by the platforms because the “prime engagement driving put up sort”…however is that true? In our opinion, it’s not. We view it as a advertising and marketing play by Instagram and Facebook to proceed to compete with extra video-based platforms. But don’t simply take our phrase for it. In our survey, we discovered that in the case of arduous engagements like feedback and likes, shoppers truly desire static posts! In reality, customers are 42.3% extra prone to “like” a static picture in comparison with a video.
Other Social Media Strategies
Another “overvalued technique” is using hashtags. However, hashtags is probably not a viable technique in the case of manufacturers. 66% of individuals on Instagram don’t comply with hashtags and 84% of respondents have by no means bought a product they discovered by way of hashtags. Those are some fairly excessive stats not in favor of hashtags.
Finally, giveaways are one other widespread put up technique for manufacturers. While giveaways might be wonderful engagement and follower drivers, the fast success must be dissected additional. 26% of folks that enter giveaways is not going to proceed to comply with the model after the giveaway has ended. With that being stated, you’ll be able to solely depend on round 75% of giveaway-led followers to stay round. Although, to maintain that 75% long run you should proceed to put up relative and fascinating content material. This is an effective reminder to at all times ensure that your giveaways are talking on to your target market.
“If their merchandise are related to me I’ll proceed following them [after the giveaway ends]. If they put up too usually or put up about irrelevant issues, I’ll unfollow.”
Trust & Authenticity
Authenticity is an enormous buzzword on social media…however how do you obtain that? When it involves social belief, shoppers are least prone to belief posts coming from celebrities or social adverts, and they’re (naturally) probably to belief a put up from a detailed buddy. However, surprisingly, shoppers usually tend to belief a put up from a model’s web page than an influencer selling that product. It looks like gone are the times of shopping for into every thing an influencer pitches with #advert and sponsored posts, and shoppers are studying that they’ll’t take an influencer’s opinion at face worth. This is a crucial motive to look at gifting campaigns to nano-influencers the place they might have extra belief from virtually a “buddy” perspective than an influencer.
Additionally, following sizes don’t construct belief. While many manufacturers are desirous to have as many followers as attainable, we’ve truly discovered that too many followers can doubtlessly be dangerous. First off, a mass quantity of followers places a divide between the patron and the model (How will they ever discover me? I’m only one in a single million.). Secondly, a excessive follower depend with low engagement can truly trigger people to query your authenticity. Moral of the story — develop organically. It’s okay to be small.
Only 6.9% of individuals surveyed stated they’re extra prone to comply with a model with over 10,000 followers.
The excellent news is that buyers do depend on social media for buy choices! In reality, over 65% of individuals surveyed stated that they have a look at a model’s social media web page earlier than buying. Additionally, practically 70% of individuals surveyed stated they learn buyer opinions, feedback, and suggestions earlier than buying. Remember, that doesn’t imply that buyers can even comply with you, but it surely does go to indicate how necessary an genuine social media presence is thru the acquisition determination. This motion is why we advocate utilizing web page views as your predominant KPI to gauge social success. However, that doesn’t imply that social media can’t drive purchases…88.1% of individuals surveyed stated they’ve bought a product they discovered on social media.
Finding Success on Social Media
It’s no secret that social media is among the greatest methods to advertise your model and construct credibility. Just needless to say authenticity, belief, and engagement are essential parts to drive purchases out of your followers. You can put up all you need, however take into consideration the sort of content material that you just’re posting and if it’ll inspire customers to purchase. And, the following time you’re seeking to revamp your social media technique, use these insights from our digital advertising and marketing company to get the outcomes you need!