Why Do Users Follow Brands on Social Media?

Social media usage is as high as ever. People are engaging with brands on social media to learn about their latest products and services and get access to deals and promotions. The relationship between customers and brands is being built over social media but the reasons why people follow brands on social media are changing over time.

Beyond just product information and deals, consumers now seek authenticity, meaningful connections, and shared values from the brands they choose to follow. Brands that can establish themselves as trustworthy, socially responsible, and responsive to their audience's needs tend to foster stronger relationships with their followers. 
This shift towards more genuine interactions and a more profound sense of community highlights the importance of brands not only as providers of products or services but also as contributors to the conversations and causes that matter to their audience, further solidifying the role of social media as a pivotal platform for brand-customer engagement.

BUSFAM, a leading branding agency in India, looks at the changing reasons why users follow brands in the first place. Let’s take a look at the details.

Insights Into Why Consumers Follow A Brand On Social Media?

Sprout Social undertook a survey to discover why social media users were using social media. The insights revealed the following details that are important to know.

1. 68% of the respondents to the survey said that they follow a brand on social media to stay informed about the new products and services. This is but obvious.
2. 46% of the survey’s respondents wish to have access to exclusive deals and promotions.
3. 45% said that the content produced by the brand is enjoyable hence they keep following the brand on social media.
4. 28% wished to communicate with the community or customers.
5. 21% said that they followed the brands because their values and missions aligned with theirs.

The Sprout Social survey reveals essential insights into the motivations behind social media users following brands. It is surely something every branding agency in India needs to understand. 

A clear majority, 68%, follow brands primarily to stay informed about new products and services. This underscores the fundamental role of social media as a platform for product updates and highlights the importance of brands consistently sharing such information.

Furthermore, with 46% seeking exclusive deals and promotions, brands should consider offering unique incentives to their social media followers to drive engagement and loyalty.

Moreover, the survey findings emphasize the significance of enjoyable content (45%), highlighting that brands that create entertaining and engaging posts stand a better chance of retaining their followers. To foster stronger connections and maintain an active audience, brands should invest in creative and interactive content strategies.

Additionally, the survey suggests that social media has become a means for community interaction, with 28% of respondents expressing a desire to communicate with the brand's community or customers. This signifies the evolving role of social media beyond being a mere marketing channel.

Finally, 21% of respondents follow brands because of shared values and missions, indicating that brands with strong ethical or social stances can attract like-minded individuals who identify with their core beliefs. This underscores the importance of conveying brand values and establishing authenticity to connect with socially conscious consumers. In sum, understanding these motivations can guide brands in tailoring their social media strategies to build and maintain meaningful relationships with their audience.

What Consumers Want To See From Brands on Social Media?

Consumers want to see authentic and non-promotional content from brands as well as transparency about business practices and values. They also want information about how products are made or sourced. Consumers want to be educated about the industry surrounding the brand and they are excited about user-generated content and customer testimonials. A branding agency in India must understand this to proceed with branding requirements.

In today's consumer landscape, authenticity, transparency, and education are paramount. Brands must go beyond promotional content, offering insights into their practices and values, product sourcing, and industry knowledge. Leveraging user-generated content and customer testimonials not only engages but also builds trust, as consumers increasingly seek genuine connections and information from the brands they support.

Wrapping Up

In conclusion, the dynamic landscape of social media usage has reshaped the way consumers engage with brands.

It's no longer just about product information and deals; consumers now yearn for authenticity, shared values, and meaningful connections. Understanding the motivations revealed in the Sprout Social survey is essential for every branding agency in India and worldwide.

Brands must adapt by providing informative, non-promotional content, demonstrating transparency in business practices, and educating their audience about their industry and product sourcing. Moreover, embracing user-generated content and customer testimonials can foster trust and deeper connections, reinforcing the pivotal role of social media in modern brand-customer engagement.

Reach out to the branding agency in India BUSFAM for branding strategies for your business.