The social media landscape is undergoing significant
changes, according to a recent Consumer Pulse survey conducted by Sprout
Social. The survey, which included 2,059 consumers from the United States and
the United Kingdom, reveals that Instagram has surpassed Facebook as the most
frequently used social media platform. This shift in consumer preferences is
expected to have a notable impact on brands and their social media strategies.
The survey results, broken down by age group, show distinct
differences in platform usage. Gen Z users primarily engage with Instagram,
followed by TikTok, Snapchat, and Facebook. Millennials also favor Instagram,
with Facebook, TikTok, and YouTube as their next choices. Gen X, on the other
hand, uses Facebook most frequently, followed by Instagram, YouTube, and
TikTok. Baby Boomers also prefer Facebook, with YouTube, Instagram, and X
(formerly Twitter) as their subsequent choices.
Interestingly, the survey found that a significant portion
of consumers, 45%, have taken a "social media detox" in the past six
months, with 51% planning to do so in the coming six months. This highlights
the need for users to temporarily disengage from social media for various
reasons, such as mental health, feeling overwhelmed, or reflecting on their
social media consumption.
The survey also delved into the types of brand content that
consumers find most entertaining. "Edutainment," which educates
consumers about a product or service in a fun way, topped the list at 65.5%.
Meme-based posts, serialized content, one-off video skits, and interactive
content like polls and stickers also ranked high in terms of entertainment
value. Despite the popularity of "lo-fi content," the survey found
that production value does impact consumer engagement with brand content.
The rise of artificial intelligence (AI) in content creation
has also raised concerns among consumers. The majority of those surveyed agree
that AI-generated content will contribute to the saturation of social media
feeds and exacerbate the challenges of misinformation. Consumers are closely
split on whether brands (33%) or social networks (29%) should be responsible
for disclosing when content is AI-generated, with only 6% believing that such
disclosure is unnecessary. Notably, 46% of consumers are less likely to buy
from a brand that posts AI-generated content on social media.
Brands should also be mindful of their content strategy and
influencer collaborations, as these factors can significantly impact consumer
loyalty. The survey found that 43% of consumers are most likely to unfollow
brands for having an unoriginal or repetitive content strategy, while 42% would
unfollow brands for collaborating with influencers who do not align with their
values.
As the social media landscape continues to evolve, it is
crucial for businesses to adapt their strategies accordingly. Staying informed
about consumer preferences, emerging trends, and the impact of AI on content
creation will be essential for brands looking to succeed on social media.
For those seeking to enhance their social media presence,
Great SMM offers a comprehensive range of SMM services, including likes,
followers, and comments. By leveraging the expertise of an experienced SMM
panel, businesses can effectively navigate the changing social media landscape
and achieve their marketing goals. Visit Great SMM today to explore how their
services can help elevate your brand's social media performance in this dynamic
and competitive environment.