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The Top Reasons Consumers Follow and Engage With Brands on Social Media

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The Top Reasons Consumers Follow and Engage With Brands on Social Media
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A new study reveals the real reasons why consumers follow brands on social media, and what motivates them to engage with posts.

A survey of 1,000 consumers conducted by Yes Marketing in June of 2018 discovered:

  • 63% of consumers follow retailers on social to learn about sales.
  • 60% follow retailers to keep up with new products.
  • 29% follow to show support for the retailer.
  • 23% follow because the retailer shares funny and interesting information.
  • 23% follow because the retailer has a positive reputation
  • 16% follow because they agree with the retailer’s stance on social and political issues.

The Top Reasons Consumers Follow and Engage With Brands on Social Media

When consumers were asked about why they engage with a retailer’s content on social media, here’s how they responded:

  • 36% engage with content because the retailer promises a discount for sharing the post.
  • 36% engage in order to share a product update or sale with their followers.
  • 35% engage because they agree personally with the content of the post.
  • 30% engage because the post is funny or interesting.
  • 29% engage in order to share positive feedback with the retailer.
  • 20% engage in order to share negative feedback with the retailer.

When it comes to which demographics are active on different social networks, the survey discovered:

  • Gen Z consumers are more likely to have YouTube (77%) and Instagram (77%) accounts than a Facebook account (74%).
  • Millennials (89%) and Gen X (88%) are most likely to be on Facebook.
  • More Gen Z consumers (56%) are on Twitter compared to Millennials (50%) and Gen X (39%).
  • Snapchat is the least used social network among all respondents (30%), followed by Twitter (36%).
  • Only 11% of respondents are not on any of the major social networks.

The Top Reasons Consumers Follow and Engage With Brands on Social Media

For more information, download the full report here.

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Matt Southern

Lead News Writer at Search Engine Journal

Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt ... [Read full bio]

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