A new study reveals the real reasons why consumers follow brands on social media, and what motivates them to engage with posts.
A survey of 1,000 consumers conducted by Yes Marketing in June of 2018 discovered:
63% of consumers follow retailers on social to learn about sales.
60% follow retailers to keep up with new products.
29% follow to show support for the retailer.
23% follow because the retailer shares funny and interesting information.
23% follow because the retailer has a positive reputation
16% follow because they agree with the retailer’s stance on social and political issues.
When consumers were asked about why they engage with a retailer’s content on social media, here’s how they responded:
36% engage with content because the retailer promises a discount for sharing the post.
36% engage in order to share a product update or sale with their followers.
35% engage because they agree personally with the content of the post.
30% engage because the post is funny or interesting.
29% engage in order to share positive feedback with the retailer.
20% engage in order to share negative feedback with the retailer.
When it comes to which demographics are active on different social networks, the survey discovered:
Gen Z consumers are more likely to have YouTube (77%) and Instagram (77%) accounts than a Facebook account (74%).
Millennials (89%) and Gen X (88%) are most likely to be on Facebook.
More Gen Z consumers (56%) are on Twitter compared to Millennials (50%) and Gen X (39%).
Snapchat is the least used social network among all respondents (30%), followed by Twitter (36%).
Only 11% of respondents are not on any of the major social networks.
For more information, download the full report here.
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