New Research Indicates a Shift in What Consumers Find Memorable on Social Media
12 Setembro 2023 - 10:00AM
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 that 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:
- Marketers have AI in their future plans, but not
without some apprehensions. With over 8 in 10 already
seeing the positive impacts of AI, marketers anticipate AI playing
a role in analyzing social data (68%), content creation (66%),
social media advertising targeting and campaign targeting (65%),
and building chatbots (63%) in 2024. On the flip side, marketers
rank job displacement as the #1 concern when it comes to AI.
Furthermore, a third are concerned with maintaining a balance
between AI and human touch in social media interactions, and 42% of
consumers are apprehensive about brands using AI in social media
interactions.
- The social teams of tomorrow must make silos a thing of
the past. Social’s role has expanded well beyond
marketing, touching nearly every corner of a business. Today, 76%
of social marketers say their team’s insights inform other
departments and 65% say other teams inform their social efforts.
Despite this, 43% of social teams still feel siloed from other
departments, especially among mid-market (48%) and enterprise (44%)
organizations in comparison to their small business counterparts
(33%).
- The social-to-revenue connection varies between
practitioners and executives. Engagement metrics such as
likes, shares, and comments are the most regularly tracked metrics
among all respondents (78%). However, mid-level management and
practitioners track social media traffic to the website (60%) and
reach/impressions (58%) at a higher rate than executives (46% and
44%, respectively). While the measurement shows a new level of
social media maturity, quantifying the value of social media
engagement in terms of revenue will be marketers’ primary way of
demonstrating social’s impact on business goals in 2024 and
beyond.
- Most social teams today are structured by social
network, but adaptability will be key for continued
success. The majority (64%) of social media teams today
are organized by specific social media platforms or networks, with
one team member being responsible for TikTok, another for
Instagram, etc. The other most common team structures are based on
different audience functions (48%) like community management or
customer support, and distribution roles (44%) such as content
creation, video production, and publishing.
For more on breaking through to the next era of social, download
the full 2023 Index report.
About Sprout SocialSprout Social is a global
leader in social media management and analytics software. Sprout’s
intuitive platform puts powerful social data into the hands of more
than 34,000 brands so they can deliver smarter, faster business
impact. With a full suite of social media management solutions,
Sprout offers comprehensive publishing and engagement
functionality, customer care, influencer marketing, advocacy, and
AI-powered business intelligence. Sprout’s award-winning software
operates across all major social media networks and digital
platforms. For more information about Sprout Social (NASDAQ: SPT),
visit sproutsocial.com.About the DataThis research
was conducted online in the US and UK by Cint on behalf of Sprout
Social. Participants included 1,817 consumers who follow at least
five brands on social media. Additionally, 903 full-time social
marketers involved in managing their brand’s social media strategy
(i.e., performed the job themselves or managed someone who does)
were surveyed from a cross-section of US and UK businesses. Both
surveys were conducted from June 12 to June 23, 2023. Relationships
between variables collected were analyzed using parametric
statistics for statistical significance.
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Contact:
Media:Kaitlyn GronekEmail: pr@sproutsocial.comPhone: (773)
904-9674
Investors:Jason RechelTwitter: @SproutSocialIREmail:
jason.rechel@sproutsocial.comPhone: (312) 528-9166
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