New Research Indicates a Shift in What Consumers Find Memorable on Social Media
CHICAGO, Sept. 12, 2023 (GLOBE NEWSWIRE) -- Social media is no longer just a virtual gathering place for friends and family -- new research shows it's the epicenter of building brand-consumer trust that requires timely, genuine engagement from brands. Released today, the 2023 Sprout Social Index, Edition XIX: Breakthrough finds that a majority of consumers (51%) think the most memorable action a brand can take on social media is simply providing a response. Meanwhile, 1 in 4 consumers think speaking out about social issues and causes makes a brand memorable, despite this being seen as a differentiator in recent years. With consumers primarily following brands on social media to stay up-to-date on products and services (68%), the 2023 Index reveals a shift in what consumers want on social media and makes it clear that brands must prioritize personalized care and engagement.
Sprout Social, an industry-leading provider of cloud-based social media management software, surveyed over 1,800 consumers and 900 marketers across the US and UK to see how social media’s role has evolved in today’s business landscape, what consumers expect from brands on social, and how brands are planning for the future.
The research finds the majority of consumers (53%) are using social media even more today than during the pandemic-era surge, and marketers are leveraging AI in response to meet their desire for personalized connection and deliver better customer experiences at scale. In fact, 81% of marketers say AI has already had a positive impact on their work, citing more time for creativity (78%) and increased efficiency (73%) as the top benefits. Marketers are also seeing the positive impacts of AI taking on time-consuming work like data analysis, giving them more time to meet the demand for authenticity and have those personalized conversations that consumers crave.
“Our research shows consumer expectations continue to rise and shift year-over-year. Today’s consumers want brands to do more than jump on trends and social issues – they want to trust and truly connect with a brand, requiring them to be more responsive and personal than ever,” said Jamie Gilpin, CMO at Sprout Social. “Social media is the channel for building that trust, and consumers expect a brand’s social presence to provide authentic communication and strong customer care. Our research also shows that with the introduction of more sophisticated AI-powered tools, marketers are able to do just tht and at scale. AI is supporting social teams in streamlining workflows, delivering personalized insights, and creating memorable experiences that meet these modern demands.”
This year’s Index also shows demands on social teams are higher than ever. Authenticity tops the list of what consumers don’t see enough of from brands on social media, and 70% expect personalized responses when they reach out on social channels. More than three-fourths (76%) of consumers place equal value on brands prioritizing customer support and responding quickly to their needs, with 69% expecting a response within the same day of reaching out. In order to meet this demand for timely responses and streamline customer care on social, roughly half (47%) of marketers plan to use AI and automation tools to handle basic customer inquiries at scale, allowing them to focus on developing deeper, more personalized engagements with customers.
Additional key findings from the 2023 Index include:
For more on breaking through to the next era of social, download the full 2023 Index report.
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