Some Brands Get Extra Clever On Social (And Some Consumers Aren't Feeling the Vibe) - eMarketer

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Some Brands Get Extra Clever On Social (And Some Consumers Aren't Feeling the Vibe)

What resonates with some users annoys others

June 28, 2017 | Marketing

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.

US Internet Users' Primary Attitude Toward Select Brand Behaviors on Social Media, April 2017 (% of respondents)

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.

Maria Minsker

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