In an age where social media reigns supreme, understanding what consumers want is crucial for brands to stay relevant and engaged. Recently, a study by Sprout Social Index™ offered insights into the types of content consumers prefer to see from the brands they follow. The results? Enlightening and potentially game-changing for businesses.
1. Product Highlights Lead the Way
With a whopping 51% of consumers showing a preference for posts highlighting a brand’s product or service, it’s clear that consumers are on social media with purchase intent. Brands must showcase their offerings effectively, emphasizing unique features and benefits.
2. The Power of Authenticity
Testimonials and real customer demos have always been potent tools in a marketer’s arsenal. Now, they command attention on social platforms too, with 39% of users preferring such content. The power of word-of-mouth, even in the digital age, remains undiminished. When real users vouch for your product, it brings a layer of trust and reliability that mere advertising can’t.
3. Personality Over Polish
Interestingly, 34% of consumers are leaning into posts that highlight a brand’s personality. This could be through quirky campaigns, impactful stories, or CSR initiatives. At the same time, another 34% favor ‘authentic, less produced videos’. It’s evident that in the age of curated content, raw, genuine posts offer a refreshing change.
4. Everyone Loves A Good Deal
Who can resist a great deal or an exciting contest? 27% of respondents preferred content related to contests or promotions. Brands can use this inclination to not only promote their products but also to engage their audience, creating a buzz around their offerings.
5. The Lure of High-Quality Content
While authenticity is key, polished, high-quality content still has its place, with 26% of users showing a preference. Whether it’s a beautifully shot video or a meticulously designed infographic, quality content can differentiate a brand from its competitors.
6. The Celebrity Effect
Collaborations with celebrities, influencers, and creators are in vogue, and 23% of consumers are here for it. Such collaborations can extend a brand’s reach, tapping into the influencer’s audience while offering fresh, varied content.
7. A Peek Behind the Curtains
Last but not least, 14% of users are intrigued by behind-the-scenes content. Such content offers a glimpse into the brand’s ethos, culture, and the people behind the products, humanizing the brand and building a deeper connection with the audience.
Final Thoughts:
While these insights provide a roadmap, it’s essential for brands to continuously test, iterate, and adapt their social media strategies. The landscape is ever-evolving, and what works today might need a fresh spin tomorrow. Remember, it’s not about chasing trends, but understanding and delivering what your audience truly desires.
By staying attuned to these preferences and ensuring a mix of these content types, brands can hope to craft a social media strategy that not only engages but also converts.
Data Source : Sprout Social
