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Consumption habits, technologies, content formats… Everything evolves quite quickly on social platforms. The same goes for consumer expectations. The latest study of Sprout Socialproduced in the United States and the United Kingdom, looks at the way brands and customers wish to interact with each other.
In a world where the use of social networks occupies more and more time and space, the subjects are numerous: use of artificial intelligence, behavior of Internet users, originality of content… And, despite all the new features, some constants remain.
According to the study, it is first and foremost to stay informed that consumers subscribe to brands (68%). Next come other motivations: access to advantageous prices (46%), entertainment (45%), the community of consumers (28%), and the values of the company (21%).
Please note: this does not mean that certain subjects should be favored over others. It’s a whole that you have to know how to deal with to optimize your presence on social networks. A consumer looking for something new may thus be sensitive to information on the development of a product, the team that worked on the project and an associated promotional offer.
On social networks, Internet users do not want to be directly confronted with 100% commercial content. We must therefore find a certain balance to highlight a product or service while remaining authentic, transparent about its values, provide qualitative information, do a little education, and why not reuse content created by users.
The success of a company or a brand can ultimately come down to the connection it manages to forge with its community. 69% of consumers surveyed hope to have a response to a message within the day, but a growing share expects a response within minutes of a publication; even if they are aware that there are sometimes a lot of requests from companies on social networks.
In order to optimize certain tasks, the solution could be to turn to AI. But we must remain cautious because further robotization can reduce consumer engagement. Although ultra-efficient, a 100% automated process would lose authenticity and be less attractive. Here again, it’s all a question of dosage around a real strategy!
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