New research reveals how brands can appeal to consumers with social media promotions.
According to the 2023 Sprout Social Index, Edition I think it’s just about providing a response.
Meanwhile, one in four respondents believe that speaking out about social issues and causes makes brands more memorable on social media. Respondents primarily follow brands on social media to stay up to date on products and services (68%). Interestingly, 53% of respondents said they use social media more now than they did during the peak of the COVID-19 pandemic.
More than three-quarters (76%) of respondents place equal value on brands on social media that prioritize customer support and respond quickly to their needs, and seven in 10 (69%) , both expect a response within the same day of contact. Personalized responses (70%).
Social marketers pay attention to AI
The survey also asked social media marketing professionals in the US and UK about current trends in the industry. Eight in 10 (81%) say artificial intelligence (AI) is already having a positive impact on their work, with more time for creativity (78%) the biggest benefit of AI. and improved efficiency (73%).
To meet this demand for timely responses and streamline customer care on social, nearly half (47%) of marketers surveyed are using AI and automation tools to improve basic customer care. We plan to handle inquiries at scale.
Other key marketing findings from the 2023 Index include:
- In 2024, marketers surveyed will analyze social data (68%), create content (66%), target social media ads and campaigns (65%), and build chatbots (63%). We expect AI to play a role in
- Meanwhile, marketers surveyed cited job loss as their top concern when it comes to AI. Additionally, one in three women is concerned about maintaining a balance between AI and humanity in social media interactions.
- Engagement metrics such as likes, shares, and comments are the most regularly tracked metrics among all marketing respondents (78%).
- Almost two in three marketing respondents (64%) say their social media team is organized by specific social media platform or network, with one team member responsible for TikTok and another for Instagram. I am in charge of such things.
- The other most common team structures are based around various audience functions such as community management and customer support (48%) and distribution roles such as content creation, video production, and publishing (44%).
[Read more:Â How popular is social shopping?]
Cint conducted an online survey in the US and UK on behalf of Sprout Social. Participants included his 1,817 consumers who follow at least five of her brands on social media. Additionally, we surveyed 903 full-time social media marketers across US and UK companies who are involved in managing brands’ social media strategies. Both surveys were conducted from June 12 to 23, 2023. The relationships between the collected variables were analyzed using parametric statistics to obtain statistical significance.