Does your brand try to be overly cool? Politically correct? Too political, even? Well, according to a new study, people find it annoying, particularly when it involves social media.
The study, by US social media software firm Sprout Social, interviewed 1000 consumers to see what kind of messaging on social media prompted them to take action. You can download a copy of the study here.
Chief findings of the study included:
• Honesty was the most sought after trait from brands, while brands who tried too hard to be cool where a distinct turn-off
• 71 per cent of consumers found overly-political brands “annoying”
• 88 per cent of consumers didn’t like their favourite celebrities being mocked
• 75 per cent appreciated humour from brands, although admitted humour didn’t necessarily prompt them to buy anything
• On average, one in 11 consumers got a message back from a brand on social and it took 11 hours for the brand to respond (note: the study was done in the context of the US market)
One thing respondents didn’t like was when brands where sarcastic or too snarky. The following graph shows the most favoured behaviours of brands on social.
When it came to giving a brand a “personality”, respondents didn’t appear all that interested. The one category they did think should have personality was “media/entertainment” and then it only scored at 54 per cent.
There also appears to be more freedom on some platforms than on others for brands to express themselves. According to the report, more users seem open to seeing brands’ personalities on display on Facebook than, say, YouTube. And it was bad news for Snapchat – with report showing consumers didn’t want too much personality from the platform.
The report noted: “Regardless of who you’re targeting, certain brand behaviours can come across as annoying rather than cool or entertaining.”
When it came to being “cool”, being overly-political was definitely out with 71 per cent of respondents agreeing it was uncool or annoying. But brands don’t have to shy away from other cultural moments: two-thirds of consumers think it’s cool for brands to talk about world or pop culture events.
“Not surprisingly, how your brand does social is just as important as what you talk about. With the rare exception, steer clear of disingenuous slang – nearly seven in 10 consumers find slang from brands irritating,” the report said.
Millennials were 25 per cent more forgiving of brands who used slang while they also found brands who made fun of their competitors 20 per cent cooler and “making it clear that if they are your brand’s target audience, you have more room to experiment with cheeky social behaviours”.
Finally, when it came to brands who tried to be too cool, the report said: “The limelight most often falls on big brands with big social personalities, but what’s in it for the rest of us? While 75 per cent of consumers believe there’s value in brands exhibiting humour on social, only 36 per cent are willing to purchase from brands they believe are funny.
:And those brands have to bring it, because funny can quickly slide into annoying if not fresh, relevant and interesting. That’s a big problem when 50 per cent of consumers say they would un-follow a brand that annoyed them on social and 23 per cent would walk away from your brand completely by vowing to never buy you again.”
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]