48% of consumers follow brands on social media to be entertained

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2019, 6:55 AM UTC

Half of those surveyed follow businesses on social media to learn about new products and services.

Sprout Social surveyed 1,011 consumers and found that 50% of the respondents follow brands on social media to acquire information about services and products. And, 48% of respondents follow them to be entertained. 40% of consumers follow them to stay informed about company news.

The study also found that 56% of consumers unfollow brands on social media because of their substandard customer service, while 51% of consumers abandon them online if they provide irrelevant content. 43% are likely to unfollow a company online if they post ads in abundance.

The research highlights that 67% of consumers would like and comment on brand posts that entertain them. 55% of consumers are likely to share the posts on social media that entertain them.

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