Why Do Consumers Follow Brands?

Facebook may not be the be all and end all of social media but it is the biggest game in town and one of the few platforms which allows you to scale quickly and easily. For lots of our clients, the big question is “why”. Why should we be on Facebook? Why would our consumers care?

My DDB Worldwide colleagues set out to answer these questions in the below research study (picked up by eMarketer).

There’s lots of great insights and nuggets in the above but the key charts (why would you subscribe or unsubscribe to a brand’s updates) are below.

Reasons to Join a Fan Page:

Reasons to Unlike a Fan Page:

Sadly, Canada was not included in the survey.

UPDATE: Thanks to a comment from Brennan Sarich, I’ve been reminded of a research report from Forrester on “Identifying – and defeating – Social Clutter“. It’s a good companion piece to the DDB research when you consider that two reasons for unliking a brand page are boring and irrelevant information.

How many information sources do you have on social media:

So what can marketers do about it? We’d love to hear your thoughts in the comments below – but for now we’ve identified two broad strategies for defeating social clutter:

  1. Go through the clutter. As a marketer there’s only one way sure way cut through this tidal wave of social content: Make sure your messages are coming from a trusted source. And sadly, that source probably isn’t you. As social clutter continues to grow, so will the importance of peer influence. So if you’re not already actively looking for ways to identify and energize your Mass Mavens and Mass Connectors, now’s the time to start. And for goodness sake, give them something genuinely interesting to talk about!
  2. Go around the clutter. Easier than cutting straight through clutter is finding a way around it – by tapping into what I call “open spaces” in social media. That could mean focusing on audiences for whom clutter is less of a problem, even if they’re a secondary audience for your brand; it could mean looking harder for genuinely new content and experiences to offer, rather than spinning off of existing ideas; it could mean focusing on less-popular social networks where you’ll find fewer users but have more of their attention – or even starting your own private niche social network to guarantee unfettered access to your audience. Put simply, make sure you’re not just following the pack in terms of audiences, ideas, or execution – because the pack is exactly the type of social clutter you’re trying to avoid.

One Response to Why Do Consumers Follow Brands?

  1. Brennan says:

    Interesting that Facebook users are still quitting because of the ‘oversharing principle.’ Not interesting, and too much of it. I wonder if it’ll always be like this, or if people will learn to monitor themselves?

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