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Consumers say the main reasons they follow brands on social media are to learn about products/services and to be entertained, according to recent research from Sprout Social.

The report was based on data from a survey conducted in February 2019 among 1,011 consumers.

Half of respondents say they follow brands on social media to learn about products/services, and 48% follow brands on social media to be entertained.

Some 40% say they follow brands to stay up to date on company news; 38%, to learn about promotions/discounts; 36%, to connect with similar people; 36%, to be inspired; and 35%, to be educated.

Consumers say the main reasons they unfollow brands on social media are because of poor customer service (56% say so), irrelevant content (51%), too many ads (43%), too many promotional posts (35%), and talk about politics/social issues (34%).

Consumers say they are most likely to like and share brand posts on social media that entertain and inspire:

About the research: The report was based on data from a survey conducted in February 2019 among 1,011 consumers.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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