Brands are constantly trying to crack the code of engaging content (and, let's be honest, so are we). But what do people actually want to see? We went straight to the sources (Reddit, Instagram, and TikTok comments) and took note of social media users expectations from brands. Here's what they had to say.
1. "Stop Pretending Your Ads Aren't Ads"
Surprise! People can spot an ad from a mile away, even when it's dressed up as a "life hack" or hiding behind a meme. According to a study by Sprout Social, 86% of consumers prefer honesty in social media posts from brands.
Who knew transparency could be so revolutionary?
One poster put it bluntly: "We know it's an ad. Just be upfront about it. We're not detectives trying to solve the mystery of the suspiciously perfect Instagram post."
Take a leaf out of Dove's book. Their "Real Beauty" campaign doesn't try to hide its promotional nature. Instead, it openly promotes body positivity and authenticity, featuring real women rather than models.
The result? Significant positive engagement and brand loyalty. Turns out, people appreciate when you keep it real. Who would've thought?
2. "Quality Over Quantity: Stop Flooding Our Feeds"
Turns out, people don't wake up every morning excited to see what Brand X had for breakfast or what motivational quote they've slapped on a stock photo today.
A whopping 74% of consumers find excessive posting more annoying than that one friend who won't stop talking about their CrossFit journey. Yet, many brands still believe that more posts equal more engagement, much like believing that more cowbell is always the answer.
HubSpot found that pages with fewer than 10,000 followers that posted more than 60 times a month received 60% fewer clicks per post compared to those that posted five or fewer times a month. It's like the social media equivalent of "less is more," but with actual data to back it up.
Take a cue from Glossier. They've mastered the art of the "less-is-more" approach, focusing on creating high-quality, engaging content that resonates with their community. It's not about bombarding your audience; it's about making each post count.
3. "Connect with Us on an Emotional Level"
People want brands to make them feel something other than the urge to reach for their wallet. Who knew?
Take Always' "Like a Girl" campaign. It didn't just sell products; it tackled stereotypes and empowered young women. The result? The hashtag #LikeAGirl became a rallying cry for gender equality, proving that emotional connections can drive massive social engagement. It's like the Pixar of advertising – making you feel things you didn't expect from a brand.
And here's the kicker: A study by Sprout Social revealed that emotionally resonant content is shared 2.5 times more often than content that doesn't connect emotionally. So, unless your goal is to be ignored, it might be time to tap into those heartstrings.
4. "Everything Looks the Same"
If your feed looks like a game of "Spot the Difference" between various brands, you're not alone. Users are drowning in a sea of sameness, desperately searching for a life raft of originality.
"It's all perfectly curated flat lays and inspirational quotes," ... "Show us something real and unique. Like maybe your CEO's attempt at TikTok dances. Now that's content."
Want to stand out? Take a page from Patagonia's playbook. They've ditched the glossy, highly-curated content for raw, real-world images that reflect their brand values. It's like the difference between a airbrushed headshot and a candid photo – one might look perfect, but the other feels real.
And here's a stat to chew on: 86% of consumers say authenticity is important when deciding what brands they like and support, but 57% think that less than half of brands create content that resonates as authentic. Time to ditch the Instagram filters and show your true colors, brands.
5. "We Create the Experience, You Enhance It"
If you thought social media was just a place for brands to shout into the void, think again. Users are craving experiences, not just another polished ad campaign. It's like throwing a party - nobody wants the host to dominate every conversation.
"We want to be part of the story, not just passive viewers," "Show us how your brand fits into our world, not how we should fit into yours. And please, for [explicit, explicit explicit. Explicit,], stop trying to make every post a sales pitch."
Take a cue from NBC's Olympic playbook. Instead of bombarding viewers with non-stop branded content, they created the "Olympic Creator Collective," with 27 content creators to capture the Games in all their glory. It's like they handed out backstage passes to the cool kids and said, "Have at it!"
The result? 2 billion video views and 135 million interactions. That's more engagement than a cat video marathon! And here's the thing: a huge chunk of this wasn't even NBC's own content. It was everyday users and influencers doing what they do best - creating content that doesn't smell like it was approved by 17 different marketing committees.
The Takeaway for Brands
The message from social media users is clear: they want authenticity, emotional connection, and genuine engagement from brands. It's not about avoiding advertising altogether, but about being transparent, providing value, and respecting the user's social media experience.
We understand the delicate balance between promotional content and genuine engagement. We help brands create social media strategies that resonate with their audience, fostering real connections while still achieving marketing goals.
Remember, social media marketing is a two-way street. It's not just about broadcasting your message, but about listening and responding to your audience. By understanding and respecting what users really want, brands can create content that not only gets seen but gets appreciated and shared.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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