UK Social Media Users Turned Off by Brand Bombardment - eMarketer

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UK Social Media Users Turned Off by Brand Bombardment

UK consumers aren't content with too much social content

June 14, 2016

We spoke recently about divided attention in the UK living room. As the average number of connected devices continues to rise in British homes, getting and holding that attention is only going to get harder.

Reasons that UK Social Media Users Would Lose Trust/Be Turned Off by a Brand on Social Media, April 2016 (% of respondents)

However, trying to stand out in the media melee should be more about quality than quantity, particularly on social media platforms. April 2016 data from CIM (The Chartered Institute of Marketing) indicated that an increase in brand content delivered on social media platforms would turn consumers off said brand. Indeed, fully 52% of UK social media users surveyed said a brand bombarding them with too much content would have such an effect.

The problem is, brands don’t appear to be heeding the warnings. April 2015 polling by Atomik Research for content marketing agency Headstream asked UK internet users what most frustrated them about social media updates. The most popular answer? You guessed it, “too much” of it. More than a year on, consumers are making the same noises. Brands, it seems, are making the same mistakes.

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