We used to have a box at the checkout counter for customers to leave comments about our services “before the internet.” It has become evident that for any brand to succeed large or small, they need a social media presence. We have seen small unrecognizable brands become household names, because of social media and big-name brands don’t want to be left behind. Should you become a part of this trend that seems to be annoying to some, or are you to cool for it? Social media has changed the relationship that brands have with their customers, and this does not mean that it’s become a positive relationship. Social media can be useful and sometimes bad for anyone, and I say “anyone” because everyone is a brand. In this article, we explore the reasons why Consumers follow and unfollow brands.
What is a Brand?
It’s hard to find a definition for the word brand; in the past, we would associate this with a product or a company. However, even people, including lawyers, actors, musicians, social media personalities, and yourself, are brands. A brand is “the way an individual, a company or organization is perceived by those who experience it.” When you think of a brand, you think of Apple, Leonardo DiCaprio, Brad Pitt, or Harvard University. Brands live in the mind of the consumer.
3 Reasons Consumers Follow Brands on Social Media
If I follow a brand on social media, I expect them to reply to my DMS and comments within a reasonable time. Consumers want issues resolved quickly, and we all know that it makes us feel special when we get a response, especially from a personal brand.
Post at least three posts on your page and a few others in your stories for a personal brand consistently. You can get away with a few more if you are a service brand, whatever you do don’t post to the point of annoyance. But for a brand to keep its followers and possible customers, it should post consistently to stay in the minds of the consumer.
Informational, entertainment and how-to posts are content that gets people interested, but consumers should get something of value from your posts. It could be memes, tutorials, or whatever your page is about that your audience can relate too. Your followers may have followed you for reasons other than your content, such as promotions and incentives, but your content keeps them and makes them click follow or share your page.
3 Reasons Consumers Unfollow Brands on Social Media
2020 has been that year, that has tried us all mentally. Barely a month ago, George Floyd was murdered, which led to protests around the world. Brands had to be careful about what they post, damned if they do and damned if they don’t. It didn’t matter what they did; someone found their posts or luck thereof offensive. However, brands know that they need to be careful about what they post offensive posts could lead to loss of followers and even worse revenue.
Even though promotions are one of the reasons consumers follow brands on social media, it is also a reason to unfollow. I woke up this morning with three promotional emails from 1 brand within two hours, I don’t remember subscribing to him, and the content is not my cup of tea. It is not different from a brand posting too many promotional posts, it’s a turnoff, and your consumers do not want their timelines flooded by one person or brand, so space it out throughout the day or week.
We all know that engagement is vital for any social media account to thrive, many social media influencers dedicate even 30 minutes to reply to comments in a post. Posting and ignoring your followers is a sure way to lose them unless you are Beyoncé.
People are complicated, which makes it hard for brands to please everyone. Social media has made it easy for us to reach our target audience and deliver our messages to the masses within seconds. It is one way to increase awareness and eventually our profits. Losing followers is inevitable, and it will continue to happen, there is no sure way to gain and keep every follower on your page. However, these six reasons and your social media analytics can work as a guide for you.