Close to seven in ten (67%) UK customers will reach out directly to brands on social media during the festive season, according to new data from Sprout Social.
The social media management platform has found that the festive season marks the busiest time of the year for brand/customer interactions on social media, with three-quarters (74%) of customers admitting to direct messaging brands over this period.
The motivation behind such messages tend to revolve primarily around product questions (63%), order questions (40%), or to share positive product or service feedback (35%).
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A growing number of consumers (60%) are also looking at what their loved ones say on social media to learn more about new products, closely followed by brand social media accounts (58%).
Instagram (67%) and Facebook (63%) were found to be the most popular channels used to contact brands, followed by TikTok (32%), Whatsapp (29%) and YouTube (28%).