Brand Dilemma: UK Consumers Dislike Branded Content on Social Media
A recent report by customer experience specialist Fresh Relevance has revealed that over half of UK consumers are not keen on branded content on social media platforms. The research, which explored the behavior and attitudes of online shoppers in the UK, suggests that brands need to reconsider their approach to pushing promotional content on social media.
The survey, which involved 2,000 participants, found that more than 50% expressed a lack of interest in hearing from brands on popular platforms such as TikTok, Twitter, WhatsApp, Facebook, Instagram, and YouTube. Interestingly, the preferred channels for receiving promotional messages were found to be email (35%), followed by the retailer’s website (32%), physical stores (29%), apps (27%), and Google (20%).
Commenting on the findings, Fresh Relevance CEO Mike Austin emphasized the need for brands to adopt a strategic approach when using social media for marketing. While respondents showed disinterest in promotional content, they still desired the ability to reach out to brands through social media as a means of communication.
The report also highlighted the importance of improving the cross-channel customer experience. On average, consumers use two or more channels before making a purchase, with online shoppers aged 16-34 averaging three channels. Notably, the study found that 25% of consumers are more likely to shop with a retailer that enables them to view their online shopping cart across multiple channels.
Personalization also played a significant role in consumer preferences. Approximately 22% of respondents expressed a preference for tailored content, such as product recommendations based on their browsing history and previous purchases across different channels. The study emphasized the need to bridge the gap between physical stores and online platforms, as 29% of participants stated that they are more likely to shop with a retailer that provides in-store availability information for products they are browsing online.
These findings provide valuable insights for brands seeking to effectively engage with consumers. It is crucial for brands to consider the channels they use for promotional content, prioritizing the customer’s preferred communication methods. By enhancing the cross-channel customer experience and personalization, brands can boost customer loyalty and drive sales.
Useful links:
1. Why Consumers Prefer Email Marketing Over Social Media Engagement
2. Brands Must Master Multichannel Marketing and the Retail Experience
