More than four in five consumers say they have "broken up" with at least one brand on Facebook, Twitter, or email because of irrelevant, too frequent, or boring marketing messages, according to a study by ExactTarget and CoTweet.
Facebook users have become more discriminating in their relationships with brands:
- 55% of surveyed Facebook users say they have "liked" a brand on Facebook, and later "unliked" the brand.
- 71% of Facebook fans say they've become more selective over the past year about which brands they “like" on Facebook.
Typically, Facebook fans who end brand relationships do so most often by "unliking" the brand (43%) or removing the brand's posts from their Facebook news feed (38%):
Below, other findings from the report, The Social Break-Up, by ExactTarget and CoTweet.
Why Consumers "Unlike" Brands
Content frequency and quality are the top reasons consumers end relationships with brands on Facebook:
- 63% of Facebook fans have "unliked" a company due to excessive postings—either the brand’s postings (44%) or in an effort to cut down on overall marketing clutter (43%).
- 38% of Facebook fans have "unliked" a brand because content became boring or repetitive.