41% of Social Media Users Have No Interest in What Brands Post

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41 per cent of social media users in the US aren’t interested in branded social media content, according to a new survey report from Visual Objects, a visual guide for finding and hiring the best creative firms.

Consumers were most likely to like, comment, or share a post that communicated helpful information (23 per cent) rather than one with a strong brand voice (9 per cent) or a strong visual aesthetic (11 per cent).

Consumers Find Branded Posts To Be Overly-Promotional

More than one-third of social media users (36 per cent) think brands regularly post content that resembles clickbait, highlighting the dangers of posting overly promotional content.

Also Read: How do Brands Look at Social Media?

Social media professionals advise avoiding these common clickbait red flags across social channels:

• Headlines that don’t align with content
• Shocking or sensational content
• Content that doesn’t fulfil promises mentioned in the headline

Audiences Want Brand Voice To Support (Not Replace) Helpful Messages

Companies might be over prioritising a distinct voice on social media channels. Only 9 per cent of social media users will interact with a branded post because of its distinct voice.

Having a brand voice can make a company stand out from others, but an effective voice is just one component of what makes a successful social media presence.

Social media experts recommend prioritising genuine, substantive, and informative content over a distinct brand voice.