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Whether it’s using GIFs or the latest slang, brands do what they can to stay relevant on social media. But despite their best efforts, many people find these behaviors more annoying than cool.
In fact, nearly seven in 10 US internet users surveyed by social media analytics and monitoring service Sprout Social in April 2017 were annoyed when brands used slang on social media.
Similarly, more than four in 10 respondents (42%) said they found it annoying when brands used GIFs.
And that’s not all. Many internet users also didn’t like it when brands made fun of their competitors on social media. And politics? That was another behavior respondents found frustrating. More than seven in 10 respondents found it annoying when brands got political on social media.
But not every brand behavior on social media was aggravating. In fact, a large share (83%) of internet users found it cool when brands used video clips. And 83% also liked it when brands responded to their questions.
Two-thirds of respondents also thought it was cool when brands joined conversations on social media and talked about timely events.
As Facebook looks to new formats such as mid-roll video ads and messaging ads, concerns remain over video ad engagement, measurement and more. This report, based on extensive interviews with marketers and ad agency executives, digs into five factors that could impact future growth—and what marketers need to know about them.
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