People are also following brands to hear about promotions and incentives, while some are also following along simply to be entertained. That, too, is an important consideration, particularly when you’re looking to build your brand presence. Gaining followers is one thing, but connecting with your audience, getting engaged followers, is far more powerful. If you’re able to entertain them and better align them to your brand and offerings, that will significantly increase the chances of that person going on to become a paying customer.
And worth noting too, in the reasons people unfollow, ‘Information not relevant’ was the second biggest issue. It’s important to be entertaining, to provide reasons why people would want to follow your brand, like promotions and incentives. But also, those messages need to be contextually relevant.
Sprout also found that a staggering 75% of respondents had made a purchase because of something they saw on social media.