Does Snark = Sales? What Consumers REALLY Want from Brands on Social Media

By Joshua Nite

Social media marketers, do you feel a brief pang of envy when a brand gets sassy on Twitter or Facebook? Do you wish you had the brand identity and/or corporate backing to smack down a troll, a la Wendy’s?

Me too. It’s only natural. Even in a profession as inherently creative as marketing, some of us can fly our freak flags higher than others. If you’re working in financial services, or healthcare, or any number of staid verticals, odds are you have to keep your sarcasm in check.

We may never get the sweet satisfaction of seeing a tweet full of biting wit go viral. But we have to keep perspective. Are we here to get featured on Buzzfeed, or to generate revenue? Does the snark really translate to sales?

The good folks at Sprout Social just released their Q2 2017 Sprout Social Index, and they’re taking aim at precisely that question. People like brands with “personality,” sure. But what do consumers really want from brands on social media? And how should those preferences inform your social media marketing strategy? Let’s run the numbers.

#1: Funny Is Good, But It Isn’t Everything

Infusing a little humor into a brand is a good way to express personality. It lets people know that there are actual human beings behind the brand, seeking to entertain just as much as they inform.

As a once and future comedy writer, I’m an advocate for humor in marketing. But we should make sure the humor is not all that we’re bringing to the table.

Sprout Social found that while 3 in 4 consumers appreciate humor from brands, being funny was 4th on the list of what consumers really want from brands on social media:

Social Media Marketing Consumer Preferences

The far-and-away winners are honest, friendly, and helpful. If you have these three covered, then you can add in the humor. On the other hand, if you’re not honest, friendly, or helpful, no level of funniness will make up for the lack.

It’s also worth noting how far down the list “trendy” and “snarky” are. There’s no shortage of brands trying to be edgy and au courant. But it looks like less than half of consumers want their brand to be the quip-slinging cool kid from a 90’s sitcom.

The bottom line: Humor is a welcome trait for a brand, but mean-spirited or edgy humor is likely to turn customers off (even if it lands you an AdWeek shoutout). And if you’re not being honest and helping people, no amount of humor can save you.

#2: Consider the Platform

Just as your brand has its own identity, every social network has a unique identity. Facebook is a casual place to post cute pictures and start political arguments. Twitter is an even more casual place to start extremely character-limited political arguments. LinkedIn is more buttoned-down and professional, with only occasional political arguments.

Your audience on each Go to the full article.

Source:: Toprank Blog

Be Sociable, Share!