It’s not all that glitters: what do people expect from brands on social media?

Social networks are a phenomenal showcase for brands that decide to venture there. However, The content with which brands feed 2.0 platforms is not always what the average user ultimately demands.to which the “brilllibrilli” that some brands boast on social networks causes them rather indifference.

On social networks, the user demands authenticity from brands, content with which they can feel potentially identified, and a truly genuine dialogue.. This is at least the conclusion of a recent study undertaken in Germany by the agencies Facit Digital and Service plan Neo.

50% of the more than 2,000 users who took part in the Facit Digital and Serviceplan Neo report confess that they do not necessarily perceive the content posted by brands on social networks as advertising. (as long as, that is) they have actively requested that content. In the eyes of these users, the posts that brands share on 2.0 platforms are a kind of public service. And 63% of users actually use or buy the products and services of the brands they follow on social networks.

But what drives people to follow brands on social media? The report concludes that interest in brands’ products and services is the main reason that moves people to follow a particular company on social networks.. 81% of users want to be confronted on these channels with news about brands’ products and services, while 80% also expect advice on how to use such products and services (or in other words, with truly tangible that goes beyond pure and simple marketing slogans).

Consumers demand authenticity from brands on social networks

Discounts and exclusive offers also manage to capture consumer attention on social networks. 78% of consumers willingly receive these types of promotions on 2.0 platforms, but they are by no means their ultimate goal on these channels.

73% also want to obtain exclusive access to try brands’ products and services71% ask brands to answer the most common questions asked by their customers and 69% also demand product reviews and ratings. On the contrary, classic “unboxing” videos are received with much less enthusiasm on social networks (54%).

In the lifestyle sector, two thirds of consumers ask brands on social networks for “life hacks” and “memes” that are aligned with their own products and services. Followers also want to receive insights into product development (65%) and want brands to communicate their corporate values ​​sufficiently clearly and pristinely (59%).

The desire for authenticity on the part of the consumer cannot in any way be overlooked on social networks. In these channels, brands that fly the flag of honesty and transparency are definitely one step ahead of their rivals. More than two-thirds of consumers expect brands to respond honestly to their feedback on 2.0 platforms and want their social media management teams to take their concerns and questions truly seriously.

Brands must listen carefully to consumer feedback on social networks

Advertising starring models as unreal as pluperfect is relegated to the background on social networkswhere the user prefers to see people with whom they can really feel identified. Furthermore, as long as the consumer is able to recognize excessively “produced” content on social networks, on these channels brands should rely on representations that are as realistic as possible of their products and services.

Even though on social networks the user does not dislike fun, 76% of consumers expect a more or less serious tone from brands on these channels. And only 38% of users really appreciate that brands display a great sense of humor on social networks.

The report also shows that there are notable differences between sectors when choosing one approach or another in social networks. While comparative data and tests enjoy a lot of consumer popularity in both the finance and automotive sectors, in the latter segment the user is particularly fond of exclusive advances and “insights” with a focus on technology . And in the finance sector, infographics and data presented in a clear and precise way especially attract the user’s attention on social networks.

On the other hand, it is worth noting that Advertising in its most classic form is not in any way well received by the user on social networks.. And the keys to capturing consumer attention are authenticity, honest and genuine dialogue, and the perfect alignment of brands with consumer needs. Those brands that on social networks adjust their content to the needs of their customers and take their “followers” seriously are the ones that eventually stand out from the crowd and forge long-term relationships with them.