What Do Followers Want From Social Media?

Sprout Social has published its latest Social Media Report. We've pulled out the most important takeaways from this lengthy report for you.

People follow a brand on social media because:

68% want to stay informed about new products and services

46% want access to promotions and campaigns

45% find the content entertaining

What We're Not Getting Enough of From Brands on Social Media:

Authentic, non promotional content

Transparency around brand values

The Most Important KPIs for Tracking Social Media Performance:

Engagement rates

Traffic driven from social media to the website

Growth in follower count

Followers expect brands to engage more effectively through video content and to tell their story through it. Video content is clearly becoming increasingly important on social media.