1 Minute Advice: Purchasing Influence of Social Media

Hootsuite recently surveyed more than 6,000 adults ages 18-64 across the US, UK, Canada, and Australia who follow brands on social media and say social media has at least some influence on their purchase decisions. According to Marketing Charts, the report reveals that for 58%, following a brand has a moderate to high impact on their purchase decisions. Moreover, 7 in 10 who follow brands on social media report having explicit plans to purchase from them (soon or in the future).

As such, says Marketing Charts, brands need to be careful not to alienate their followers, and there are certain behaviors that they should avoid. The leading reason why respondents have unfollowed or hid a brand in the past 12 months is due to it posting clickbait (intentionally misleading content), as cited by 76%. That’s followed by posting inauthentic content (68%),  as well as boring content (68%) and repetitive content (68%).

Read more at Marketing Charts.

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