Social Media Users Want Authentic Content From Brands
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Social media provide brands with a way to reach consumers not only through paid advertising, but also through organic posts that people want to see. Those posts can include notifications about special discounts or new products and services. Other people want to be entertained with witty commentary, such as Wendy’s sassy voice on X, as Twitter is now called.
However, brands have to be careful not alienate consumers with annoying content that spurs them to either unfollow a brand’s social media account or to “shadowban” it by hiding posts from their newsfeeds.
The most common reasons that people said they unfollowed brands in the past 12 months were clickbait (76%), inauthentic content (68%), boring content (68%), repetitive content (68%) and posts that appear to be angling for short-term engagement (63%), according to a survey by Hootsuite.
