3 key social media interaction statistics to focus your strategy

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Whether you’re liking a tagged post or romania b2b leads addressing a lukewarm review, the way you interact with your followers has a huge impact on customer satisfaction and retention. Every positive interaction has the potential to build customer relationships and turn a casual shopper into a lifetime fan.

Not all social media strategies are made the same. The path your brand takes depends on your current social media planning, engagement gaps with followers and the best way to build deeper connections with them.

To fully understand today’s shifting social media landscape, we surveyed over 1,800 consumers and 900 marketers for the Sprout Social Index™ 2023 report. What we found were changing consumer expectations, higher social media use and room for improvement around brand engagement.

68% of consumers follow brands on social to stay informed on new products or services
More than two-thirds of consumers now use social media to stay informed about new products and services. Our research found 45% of people also follow brands to see the enjoyable and entertaining content they post.

A Sprout Social Index 2023™ infographic highlighting the type of content consumers want to see on social from brands and why they follow these brands. The top factor is information on products and services.
Social media is the new mall, and brands are no longer shying away from using social media as a selling platform. Once someone hits follow, it’s a clear signal they want to stay up to date on new products, services, exclusive deals and promotions. Embrace this by creating content that resonates with audiences, encourages interaction with your products or services and leads them to the checkout.

53% of consumers say their social media usage has been higher over the last two years than the previous two years
Social media is filling a seemingly endless need for content. We’re more online than ever, allowing brands to create a stronger marketing funnel that supports the full customer journey and builds trust.

With 78% of consumers—up to 88% for Gen Z’ers—agreeing a brand’s social media presence has a larger impact on whether or not they trust the brand, positive social media interactions are key to building your audience.

“As the most accessible touchpoint for consumers, social media has become the call center, suggestion box and customer service desk for brands. Give your team the resources to effectively care for your customer via social media.”

Azad Yakatally, Head of Social Media, Klaviyo