Most consumers want brands to be honest and friendly on social media, not snarky and trendy, according to recent research from Sprout Social.

The report was based on data from an online survey conducted in April 2017 of 1,003 consumers.

Some 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny.

Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji