Social Marketers Still Aren’t Giving the People What They Want

Sprout Social found a disconnect between brand priorities and consumer desires

What brands believe consumers want from them on social media doesn’t quite line up with what consumers actually want from them on social media, according to the Sprout Social Index 2018, a new study from social media management tool Sprout Social.

The company asked more than 2,000 social marketers about their approach to “structure, goals and content,” and it then cross-referenced their answers against input from consumers.

Sprout found that the top three priorities for social marketers are posts that teach something (61 percent), posts that tell a story (58 percent) and posts that inspire (53 percent).

Meanwhile, the top three things that consumers are looking for are discounts or sales (72 percent), posts that showcase new products or services (60 percent) and posts that teach something (59 percent).

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