Half of consumers follow a brand to learn about new products and services, while 48% of consumers follow brands on social to be entertained, according to a new report by Sprout Social, reports Agency Daily.
The post added that conversely, “poor customer service is the number one reason why consumers will unfollow a brand on social media (56%), followed by posting irrelevant content (51%) and too many ads from that brand (43%).
“More than two-thirds of consumers (67%) will engage with social posts that are entertaining, while only 37% say the same about posts that include discounts or sales. That’s a big shift from the company’s 2018 report, where 67% of consumers said they were most likely to engage with discounts and more than half (51%) said they would share posts promoting sales.
“For consumers who choose to engage with brands on social, there’s usually a specific reason for reaching out in the first place. The majority (59%) of consumers say they’ll interact with a brand when they have a great experience with that organization, while 47% reach out when they have questions about a product or service.”