70% of Brits prefer to engage with brands on Facebook

facebook research uk

A few social media statistics for your perusal:

  • 33% of UK adults advised that they are frustrated by brands’ social media updates that are too irrelevant or impersonal
  • 28% of UK adults advised that they were unhappy with social media updates from brands that are too ‘salesy’ with a strong focus on products
  • 70% of respondents feel most comfortable engaging with a brand on Facebook than other social media channels
  • 35% of people would create content about a brand if they really loved the product or service experience

Research: Headstream

A few of my thoughts on the stats…

  • 33% of UK adults advised that they are frustrated by brands’ social media updates that are too irrelevant or impersonal

Irrelevant and impersonal are two separate issues; impersonal suggests a desire for further personalisation, perhaps the same level of personalisation UK adults are experiencing with email marketing

  • 28% of UK adults advised that they were unhappy with social media updates from brands that are too ‘salesy’ with a strong focus on products

This statistic surprises me. Firstly, I think it’s too low – I’d imagine way more than 1 in 4 people are unhappy to see a constant stream of ‘salesy’ product related content. That said, not only do we follow brands knowing they’re going to push products, but we follow them because we want to see those products too. It’s just about delivering that in a palatable way.

  • 70% of respondents feel most comfortable engaging with a brand on Facebook than other social media channels

Again, slightly surprised by this statistic, and I think a lot of that has to do with how we define engagement. At the very least, I suspect that most UK adults with both Twitter and Facebook accounts are likely to turn to Twitter seeking engagement.

  • 35% of people would create content about a brand if they really loved the product or service experience

This is great news for user generated content. Pitch content challenges perfectly and you may be surprised how much engagement you can generate.

You don’t have to be a company with a great product to make this work either; asking customers to create content can be successful in service industries too, as we’ve proved with the #WhampPlanet challenge.

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Published by

Carla B

London blogger

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