Why do consumers choose to engage with a brand in social media? This is a popular question pondered by many digital marketers, and a new study by Econsultancy and research firm Toluna has generated some significant findings.
The firms surveyed over 1,000 consumers in Australia, and of those who responded to the survey more than half (55%) said that the reason they engaged with a brand in social media was to receive direct discounts or offers. Similarly around a third (33%) of respondents look for direct product or service information, content created by the brand (32%), want to demonstrate loyalty (31%), or want to affiliate themselves with the brand (30%).
A snapshot of the results are below:
What attracts you to a brand or company on social media?
What’s encouraging from these findings is that beyond discounts, freebies and offers (which work incredibly well for building ‘viral’ exposure for your brand in social media) consumers are treating social channels as a way to be kept informed with the brand, product or service, and be entertained by content.
There is also a sense of vanity or status as a consideration, similar to a purchase decision for a branded article of clothing or the make of a device, as your social profile says as much about you as your wardrobe or what’s in your pocket.
It is clear that though offers and discounts seem to be a strong motivation to following a brand, it is important to consider other elements which are important to consider when creating the right communication strategy for a company’s social presence.
For more on this survey, head to Econsultancy’s blog