Stat: Tackling societal issues on social media does not make brands memorable

UK, US – In the ever-evolving landscape of social media, a new study underlines its significance in establishing brand-consumer trust.

The 2023 Sprout Social Index, Edition XIX: Breakthrough reveals that consumers increasingly value timely and authentic interactions with brands on social media platforms. The survey, conducted by social media management software Sprout Social, involved over 1,800 consumers and 900 marketers in the US and the UK. It highlights a shift in consumer expectations, with 68% of respondents stating that they follow brands on social media primarily to keep updated on products and services. More surprisingly, one in four consumers still find it memorable when brands speak out about social issues and causes, despite this becoming a more common practice.

The research further emphasises the growing importance of personalised care and engagement for brands on social media. These findings emphasise why brands need to tap into their significant societal power to establish stronger connections with consumers, as we have previously suggested in our piece exploring why essentialism is the future of branding.