The past two decades have seen tremendous growth for all things digital, especially in the social media realm. With the rising penetration of mobile phones and the changing global trends, more and more of the world’s population turn to online networking platforms to go about their daily tasks.
With 3.2 billion active social media users across the globe, and growing, it’s harder to figure out how to tap the market and keep users and prospect consumers engaged online. However, it’s clear that people today check their feeds for news, entertainment, to connect with friends, and to find something new to purchase. And to cater to consumers, a business’ social media should offer its followers these essentials.
As a matter of fact, according to research, the top reason people follow brands on social media is if they’re interested in promotions or special offers (56%), followed by being interested in products or information (48%). Entertainment comes in at 31%. Other top reasons include following because their friends and family do (25%) and communicating with a brand (19%.) If a brand’s social media profile can offer these things, a simple social media user can turn to a consumer and even a loyal customer.
If you’re still wondering what people want to see from your social media platforms, here’s a more detailed look at the type of content and format customers would want to see:
- Users visit business social media for discounts and special offers
You may not have expected this, but one of the leading, if not the top reason why people connect with brands on social media is to get discounts, coupons, and other incentives. Wanting to learn about a product or service is just secondary to getting a good price off or a freebie. This finding has been confirmed by several studies over the years.
According to MarketingSherpa’s Consumer Purchase Preference Survey, 56% of its 1,176 respondents said getting “regular coupons/promotions” is the top reason why they follow brands on social media. A deeper look at the results shows that almost all age demographics chose promos and incentives as the top reason with those aged 18 to 34 years old being the most eager to get regular discounts at 48%. Thirty-five percent (35%) of the 35 to 44 years old also chose this as the top reason while 37% of the 45 to 54-year-old demographic said the same.
- Consumers like to find something new
According to Twitter, the number one reason people go to its platform is to “discover something new and interesting.” Gone are the days when people would turn to newspapers or magazines to see what’s newest or hippest trends. That’s why viral videos are, well, going viral — because they’re new, interesting, and entertaining.
A 2016 research by loyalty analytics company, Aimia, echoed the same results.Thirty-one percent (31%) of its 2,017 respondents said they browse brands channels to browse for new items. Close to half of its respondents (41%) also said they follow brands to see “new ranges” launching soon, while 35% said they look for ideas on what to buy when they go shopping. Adaptly also confirmed that millennials are 1.6x more likely to use digital channels to learn about new products.
If you want to get the attention of prospect consumers, you have to offer them something new. Be it a product, a service, or even just new content on your platforms.
- They want to be entertained
One main reason why people are on social media is to be entertained. And what better way to get your consumers’ attention than by entertaining them. You’ll definitely get your message across easier if your content comes with an image or a video since most people are visual learners.
Visual content performs 4.4x better than plain text. eMarketer confirmed that visuals are the most posted and shared content on Facebook. Status updates with photos have 180% stronger user engagement, while those with videos had 100% more engagement, Openview noted. Tweets with images also get 89% more Favorites and 150% more retweets.
The use of videos have also seen a considerable growth the past few years, with video making up about 75% of all Internet traffic. Notably, Facebook is now reaching more than 100 million hours of video watched and eight billion daily views on its platform every day. These numbers only prove that users are really leaning towards the consumption of visual content than any other forms social media posts.
See example of a cute yet simple visual post below:
- Customers almost-always check business reviews
In the Spring of 2017 alone, 89.46 million US users checked restaurant reviews online within a 30-day period. Moreover, in a 2017 survey, 68% said their shopping decisions are influenced by online reviews. Review Tracker's research confirmed that 71% of consumers say they “somewhat” or “completely” believe the content they see on Facebook. These figures only prove how important social media and online reviews have been to the purchasing decision of the Internet population.
ModernComment’s statistics also reveal that 52% of consumers are more likely to use a business with positive reviews, while 57% will avoid brands with negative reviews. Companies with positive reviews can convert 183% more new businesses than those with no or negative reviews.