Do you know what your social media followers want, or more importantly don’t want from your brand on social media?
Sprout Social recently carried out a survey of 1000 people to ask them what makes them become social media followers of brands. We must say that the findings in this report are of no real surprise to us here at The Typeface Group.
How to lose social media followers
Now we all have our pet hates, but coming out on top with 57.5% of those surveyed was brands posting too many promotions. This only serves to reinforce the fact that social media is a social tool (the clue is in the name). It is for conversation and engagement with your followers. It is not a vehicle solely for pushing sales or promotions. Now, this doesn’t mean that you shouldn’t send out posts about your business, but you need to find a way that it engages with people.
We wouldn’t be surprised if those over promoting accounts are also the ones that do not respond to messages or comments. If you want to keep your followers, interact with them. It is quite simple.
Showing the personality of your brand is crucial in ensuring you retain your social media followers. 34.7% of those surveyed said that they would unfollow an account if there isn’t any personality shown by the brand.
People also want to see humour from brands, but not where it is too far removed from what the brand stands for. There is no traction in trying to be funny with your posts when it is not relevant to your business or what it stands for.
How to grow your social media followers
Now that we have looked at the main reasons why a brand will lose their social media followers, let’s look at how you can grow your audience.
Not surprising to see that 73.4% of people following a brand because they are interested in the products/services that they offer. To enhance this further show your business as a thought-leader in the industry that you are in. By doing so, you are reinforcing that you are an authoritative figure in your field and will retain those followers that feel they are getting value from following your accounts.
Despite too many promotions being a reason why a brand will lose social media followers, it is also one of the main reasons a brand will gain followers. Incentives are going to become more important. By incentives, we mean reasons that people should follow you.
- Offer exclusive news in a particular industry
- Launch your new products via your social channels first, ensuring your social audience get first dibs at purchasing?
- Push special discount codes to your followers
Why should people follow you? Tell them and deliver on that promise.
This highlights the need to measure your activity on social media. It is the only way to see what is working or not for your brand.
As we move into 2017, it is more important than ever to be analysing your social media metrics to ensure that you are learning and improving your brand perception online.
Social media is an ever-changing playing field, but the fundamental rules always stay the same. Communicate with others, be human, show your knowledge and share relevant (non-spammy) updates via your feeds.
If you require any assistance with any of your brand’s social media accounts, then we are here to help. Not only do we offer social media management, but we also do 1-2-1 social media training that is bespoke for your business.