Brand-engaged users on social media have grown to 20%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 02, 2021, 2:45 AM UTC

Gartner polled 1,700 consumers having at least one social media account.

With the “Brand-Engaged” audience being the most engaged consumers on social media, the number of brand-engaged people increased to 20% (April 2021), from 10% in January 2019. Over 50% of the brand- engaged audience reported purchasing after seeing a brand post on social media, within 30 days.

Compared to non-brand engaged audiences (25%), 43% of the brand engaged users like seeing content created by brand users, like unboxing and reviews. Other content types brand-engaged audiences prefer include educational content (43%), communications and updates about new products and services (42%), and entertaining content (41%).

At 42%, non-brand engaged users prefer to see content around promotions, sales, and discounts. In addition, most brand-engaged consumers are Gen Z and millennials who live in cities and are ethnically and racially diverse.

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