Social media is now the epicentre of building brand-consumer trust, with customers finding personalised care more memorable than trend-based content.
According to Sprout’s social index, a majority of customers (51%) now believe that the most memorable action a brand can take on social media is to simply provide a response, although one in four still feel that speaking out about social issues and causes makes a brand memorable.
Sprout’s insight has found that brands must prioritise personalised care and engagement if they really want to connect with users – especially in an era when social media usage is at its highest-ever point, with the loosening of restrictions post-pandemic creating a seemingly insatiable hunger for content.
Authenticity has also been cited by consumers as a key differentiator, as close to 70% revealed that they expect personalised responses when they reach out on social channels.
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“Our research shows consumer expectations continue to rise and shift year-over-year. Today’s consumers want brands to do more than jump on trends and social issues – they want to trust and truly connect with a brand, requiring them to be more responsive and personal than ever,” Sprout Social CMO, Jamie Gilpin said.
“Social media is the channel for building that trust, and consumers expect a brand’s social presence to provide authentic communication and strong customer care. Our research also shows that with the introduction of more sophisticated AI-powered tools, marketers are able to do just that and at scale. AI is supporting social teams in streamlining workflows, delivering personalized insights, and creating memorable experiences that meet these modern demands.”
Notably, over three quarters (76%) of respondents indicated that they placed equal value on brands prioritising customer support and responding quickly to their needs, with 70% expecting a response within the same day of reaching out.
To ensure stable growth and success, many marketers also revealed that they were looking to leverage advances in AI, with 79% saying that it enables them to devote more time to creativity and 73% saying that is has increased their efficiency.
