Sprout found that the top three priorities for social marketers are posts that teach something (61 percent), posts that tell a story (58 percent) and posts that inspire (53 percent). Consumers are equally likely to engage with and share inspirational content. Consumers are 31 percent more likely to engage with storytelling content than to share it. Consumers are 150 percent more likely to engage with employee advocacy posts than to share them. Consumers are 90 percent more likely to engage with posts that showcase company personality and announce company happenings than they are to share them with friends on social. Consumers are 50 percent more likely to engage with posts showcasing new products and offerings than to share them. The company found that 88 percent of social marketers understand the importance of customer service via social media, and 45 percent of consumers had reached out to companies via social media. For those consumers, 57 percent had questions for the company, 45 percent had issues with products or services and 34 percent wanted to commend the company on their product or service. “When a customer reaches out with a question—their No. The survey found that customer care on social not only contributes to brand perception, but also impacts a company’s bottom line.
What brands believe consumers want from them on social media doesn’t quite line up with what consumers actually want from them on social media, according to the Sprout Social Index 2018, a new study from social media management tool Sprout Social.
The company asked more than 2,000 social marketers about their approach to “structure, goals and content,” and it then cross-referenced their answers against input from consumers.
Sprout found that the top three priorities for social marketers are posts that teach something (61 percent), posts that tell a story (58 percent) and posts that inspire (53 percent).
Meanwhile, the top three things that consumers are looking for are discounts or sales (72 percent), posts that showcase new products or services (60 percent) and posts that teach something (59 percent).
Sprout wrote, “The sole overlap between top marketing priorities and consumer preferences is posts that teach. If you aren’t already, meet consumers in this sweet spot in the consideration stage. This content takes consumers a step beyond knowing who you are, to knowing what you do and what space you are a part of or an expert in.”
Other content-related findings from Sprout Social Index 2018 included:
- Consumers are 13 percent more likely to engage with entertaining brand content than to share it with their audiences.
- Consumers are equally likely to engage with and share inspirational content.
- Consumers are 31 percent more likely to engage with storytelling content than to share it.
- Consumers are 24 percent more likely to engage with promotions…
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