The buzz around social networking has plateaued in the last 18 months. It’s not new anymore and even the latest networks coming to the fore aren’t offering much revolution. However, social media has firmly become part of our everyday lives. It is ingrained in our society and is not going away, although it is proving more of a challenge to make social successful for brands.
For the first time, WPR Agency has unearthed why many consumers are unfollowing and unliking in their droves and what brands and businesses can do to stop them. In order to find out how, we worked with OnePoll to survey 2,000 consumers about their social media habits, and were we shocked at the results. Our findings revealed that almost 70% of Brits have unliked or unfollowed at least one brand account in the past 12 months, 35% have dispatched of at least six!
Clearly consumers are becoming more selective, they are losing interest in dancing cat memes and cheer up on a Monday quotes. It’s white noise. Creative content is more crucial than ever and posts need to be clever, witty, informative and entertaining to resonate with your followers.
There seems to be two major causes of social brand fatigue. The first is blurting out too much content – nearly half of everyone surveyed said one of the main reasons they unlike or unfollow brands is because they post or tweet too much. What too much is, is a little subjective – but ultimately it’s an issue that must be considered for community managers.
According to our research, the average person likes and follows 8.7 brand on social media. Worryingly, they have also unfollowed or unliked an average of 6.2 brands in the last 12 months. This evidence shows us that consumers are becoming more discerning about which companies they let into their newsfeed. Despite all Facebook’s efforts to control and customise everyone’s social space to the best content for the individual, there is clearly a trend for people feeling they’re still getting too much commercial content sent to them, probably because they’re receiving more sponsored posts than ever before.
The second big problem is boredom – with so much repetitive content and ‘regular features’ used by brands to fill content plans, it’s no surprise that people get tired of seeing similar things month on month. Almost 46% of Facebook users and 49% of tweeters say they unlike or unfollow brands when they get bored of their content. To truly thrive on social, businesses and their supporting agencies need to innovate and pay attention to the latest trends to deliver content which strikes a chord with their community and keeps them entertained.
Social retention IS becoming much more of an issue. Next time you dip into Facebook insights or log on to who.unfollowed.me check out how many potential customers discarded your brand page or Twitter account from their newsfeed forever more and think, ‘what did we do to turn them off?’
In the WPR Social Retention Report we reveal what causes consumers to unlike or unfollow, and how brands can avoid being discarded like yesterday’s news. Download the full report from our website here and tell us what you think on Twitter @wpragency.