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New Report Looks at Evolving Consumer Expectations from Brands on Social Media [Infographic]

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new report looks at evolving consumer expectations from brands on social media infographic

The team from Sprout Social have released their latest ‘Social Index’ report, which looks at a range of key trends in social media marketing, and how brands can make best use of social media channels now in order to maximize awareness and connection with consumers.

Sprout’s report incorporates responses from over 1k marketers and 1k consumers, in order to provide perspective not only on what people are looking for from brands online, but also, how marketers are currently utilizing social platforms, and their understanding of these same shifts.

You can download the full, 23-page report (with email sign-up) here, but in this post, we’ll take a look at some of the key points.

First off, Sprout includes a listing of the key things that consumers are looking for from brands on social, which could provide some additional guidance for your approach.

Sprout Social Index Report

Customer service is a key focus point, as further highlighted in this chart:

Sprout Social Index Report

The two key themes here are customer response and engagement, so the message is fairly clear. If you want to make the most of your brand’s social media presence, you need to keep the ‘social’ element in mind, and engage with people, where possible, when they interact with your business.

Social media provides people with a voice, and a means to be heard – and what most want as a result is to know that someone is actually listening. You may not be able to solve every issue and problem, but by simply acknowledging such engagement, and providing customer support and service capacity as required, you could go a long way to helping improve your standing.

Which, going on this next note, is increasingly important:

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“Nine out of 10 consumers will buy from brands they follow on social, while 86% will choose that brand over a competitor.”

Sprout Social Index Report

Your social media following is about more than just numbers, and by establishing a clear strategy, in alignment with these points, that could play a key role in boosting your brand, and encouraging purchase activity.

Those actions won’t always be direct, which can make them harder to quantify, but the responses here show that engaging, customer service focused brands, which also produce memorable content, will eventually help to influence shopping activity, based on the relationships they build with their target audiences within social apps.

It’s also worth noting the extended branding benefits, and impacts, of the same. 

Sprout Social Index Report

People are going to share their opinions about your brand on social, while it’s also now the preferred platform for brand queries. Those that have a refined, evolved social strategy, which includes listening, monitoring for key mentions, and providing a responsive, engaged presence, which is also attuned to key trends, will be best placed to capitalize on such, and meet evolving consumer expectations.

Online connection became even more important over the past 12 months, with physical stores shut down, and people seeking ways to stay connected while apart due to COVID-19 restrictions. That’s made people more reliant on social platforms, in a range of ways. These insights underline that shift, and now that these behaviors have become even more habitual, it’s likely that the same trends will hold as we move on to the next stage.

Definitely worth noting in your social media marketing approach.

There’s a heap more insight in Sprout Social’s full ‘Social Index XVII’ report, which you can download here.  

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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