Quality over quantity is the name of the game with social media engagement, according to the results from SurveyMonkey. The website questioned 5,500 people in 11 countries to assess how consumers interact with major beauty brands including L'Oréal Paris, , Chanel and .
While engagement in many cases was high, the survey found only a small percentage of users would be considered proactive consumers or “brand promoters”. It also revealed consumers can be broken down into two distinct groups when it comes to social media - sharers and followers. Sharers favour social issues, while followers tend to promote brands proactively.
Those who did identify themselves as brand promoters were more concerned with brand reputation, and more likely to adhere to brand loyalty. Brand promoters are also more likely to share and interact with brands online, with 35 per cent of followers confirming they would purchase a brand mentioned by a friend, compared to 24 per cent of sharers.
- Utilisation of brand promoters is important for social media engagement and success.
- Connecting naturally with the right audience is essential, as is utilising culturally relevant storytelling that flows across platforms.
- Brands should shift their attention to harder business metrics that include leads, sales and performance, and move away from broad demographics that focus on behaviour, interests and friendship.
- Brands should focus on customer engagement rather than community management.
