Sprout Social has released it’s latest report on state of Social Media Marketing 2023. The report states how consumer and brands view their social media interactions, with insights into evolving expectations, content behaviors, the use of AI, and more.
Social Sprout surveyed over 1,800 social media users, and 900 marketers across the U.S. and the U.K.
First off, Sprout’s data shows that social media usage is increasing, while the reasons why people follow brands in social apps is also changing over time.
As you can see in the image below, keeping people up to date about the most relevant product updates is key, while sharing special offers is also a far more significant interest factor than things like brand values or mission-based notes.
Though it is interesting to also note that people’s views on a brand’s values and mission are much more strongly represented in Sprout’s listing of content that they don’t see enough of from businesses:
Customers expect a response when they post a comment, so if you’re ignoring certain remarks, or you’re not keeping an eye on your DMs, it might be time to bump this up the “to do” list, and ensure you show people that you’re hearing them when they reach out.
Based on this chart below, 69% of consumers now expect a response within the same day, versus 77% when the survey was conducted last year. More consumers do expect a response within minutes/hours of posting, so in that sense, there is more urgency in reply.
The report also looks at generative AI, with this chart in particular worthy of note:
Valuable insights indeed. We have shared some most important factors from the report.
You can download the complete report on State Of Social Media Marketing 2023 here.
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