Study says 89% of consumers prefer buying from a brand that they follow on social media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 05, 2020, 5:22 PM UTC

Sprout Social released a new index report that reveals the importance of social data for business growth.

Social data validates and strengthens content strategies, which can eventually help marketers grow their social following and engage audiences for the long-term. Majority of consumers said that they would prefer buying from a brand they follow on social media.

61% of consumers believe brands that can effectively engage with consumers on social media are “best in class”. Businesses should use social media to communicate with their users as consumers prefer social channels to collect information on brands’ products and services.

The study found that 69% of social media practitioners said increasing brand awareness is their top-most priority. But, the market leaders are 36% more likely than practitioners to believe that their primary objective is to grow their audience, followed by increasing community engagement.

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