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In the modern workforce, the success of businesses is increasingly being measured by their ability to adapt and resonate with consumers on social media.
A recent Hootsuite survey suggests just how fine the line is between content that captivates and content that repels — offering suggestions for advertisers and marketers of brands aiming to thrive in a marketplace where every follower counts.
The Social Media Consumer report, which polled over 6,000 participants in key English-speaking markets, used data to create a list of the five worst “sins that brands can commit on social media.” These were based on answers given to the question, “What has caused consumers to unfollow or hide a brand in the last 12 months?”
The five worst sins according to the largest percentages of respondents in the survey were:
- Angling for metrics (63%)
- Repetitive content (68%)
- Boring content (68%)
- Inauthentic content (68%)
- Clickbait (76%)
These missteps are found to not only annoy users but can also significantly harm a brand’s image and its success, given the direct correlation between social media engagement and purchasing intent.
Additionally, 63% of consumers in the survey acknowledge that advertising sustains the free nature of social media, and 59% believe the platform is oversaturated with ads. Furthermore, over half (52%) express exhaustion with self-promotional content, and a significant one-third wish to see no brand content at all.
Interestingly, the survey highlights that Active Shoppers, those most inclined to make purchases based on social media content, are even less forgiving of these mistakes. They show a heightened sensitivity to inauthenticity, particularly misused slang and overuse of emojis, indicating a preference for genuine and relatable content.
The survey also suggests different generations are more likely to follow brands based off specific criteria. For example, Gen Z is more likely to follow brands on social media based on aesthetics and creativity. Meanwhile, Baby Boomers are more likely to follow a brand based on inspiring content.
As the future of work evolves, there’s a high importance for marketers to successfully craft strategies that are not only innovative and engaging but also authentic and aligned with consumer values. The key to unlocking this potential lies in understanding and acting upon the preferences and dislikes of digital consumers.
