PARIS, Sept 2 — The world’s top brands take a variety of approaches to how they manage their online presence but nearly all agree that it’s crucial to have one.
However it can be tricky to appeal to all followers, and this online presence can bring both negative and positive effects.
A study looked into the reasons why younger users in particular may turn away from a certain brand and unsubscribe from such accounts.
To be on the right side of the algorithms on social media, user engagement is decisive. In addition to likes, comments and mentions, the number of followers also plays an essential role.
That’s why it’s important not to lose followers. But that may be easier said than done.
In a study by YPulse, carried out on a sample of 1,500 people aged between 13 and 39, in the USA and Canada, from July 18 to 27, 2023, to the question “For what reasons would you unfollow a brand on social media?,” the most common answer among respondents was “Posts are boring,” for both Generation Z and Millennials.
Young internet users, particularly those of Generation Z, also pay attention to the values conveyed by the brand in question.
During the scandal surrounding the controversial Balenciaga campaign photos, social media users led a boycott of the luxury brand.
Millennials, on the other hand, are more concerned by negative comments below brand posts. The quality of the photos can also prompt a Generation Z user to unsubscribe from an account.
Young people seek authenticity on social networks, as they also say that they don’t want images altered with Photoshop, content that’s too perfect, captions that feel robotic and not human, or a lack of transparency for sponsored content.
It’s also important not to post too often, so as not to flood young users’ feeds, or to advertise too much.
Young users like to see quality content in line with the brand’s principles, without being constantly solicited by ads.
Bonus point if the brand uses the appropriate style of each platform to interact with its community. — ETX Studio
