Sproutsocial-2020年社交媒体指数报告（英文）-2020.6-35页_1mb

Sprout Social Index Summary

Core Content

The Sprout Social Index™ Edition XVI: "Above & Beyond" provides an in-depth look at how brands and consumers interact on social media. It highlights the importance of social media in driving business growth, understanding consumer behavior, and leveraging data to enhance marketing strategies.

Main Findings

• Social Media Fuels Bottomline Growth:

  • 89% of consumers say they will buy from a brand they follow on social media.
  • 84% of consumers choose a brand over a competitor if they follow it.
  • 75% of consumers increase their spending with a brand they follow on social media.

• Brand Awareness is a Top Priority:

  • 69% of social marketers consider increasing brand awareness their top goal.
  • 52% prioritize increasing web traffic, while 46% focus on growing their audience.

• Underutilization of Social Data:

  • 56% of social marketers use social data to understand their target audience.
  • Only 23% use social data to measure ROI, and 16% use it for competitive insights.

• Visual Platforms are Popular with Younger Consumers:

  • 73% of Gen Z plan to use Instagram more.
  • 65% of consumers plan to spend more time on YouTube.
  • Gen Z prefers YouTube and Instagram, while older demographics favor Facebook and Twitter.

• Creativity is Key to Standing Out:

  • 61% of consumers say best-in-class brands know how to engage their audience.
  • Creativity, memorability, and impact are the top attributes that make a brand's social presence stand out.

Marketers' Goals and Metrics

• Primary Goals:

  • Increasing brand awareness (69%).
  • Increasing web traffic (52%).
  • Growing their audience (46%).

• Performance Metrics:

  • 48% prioritize engagement metrics (likes, shares, comments).
  • 26% use amplification and brand awareness metrics (reach, impressions, share of voice).

Marketers' Challenges

• Identifying and Reaching Target Audience:

  • 45% of consumers will unfollow brands that publish irrelevant content.

• Measuring ROI:

  • Only 23% of marketers use social data to measure ROI.

• Aligning Social Strategy with Business Goals:

  • Marketers need to align their efforts with other departments to support broader business objectives.

Content Preferences of Consumers

• Preferred Content Types:

  • 68% prefer images.
  • 50% like video content.
  • 30% prefer text-based posts.
  • 26% like stories, polls, and other interactive content.

• Why Consumers Follow Brands:

  • 57% follow brands to learn about new products and services.
  • 47% follow for company news.
  • 40% follow for promotions and discounts.

• Why Consumers Unfollow Brands:

  • 49% due to irrelevant content.
  • 45% due to poor customer service.
  • 39% due to privacy concerns.
  • 26% due to corporate scandals.
  • 24% due to too many ads.

Best-in-Class Brand Attributes

• What Consumers Value:

  • Transparency (45%).
  • Strong customer service (44%).
  • Engagement with the audience (61%).

• What Marketers Prioritize:

  • Memorable content (46%).
  • Compelling storytelling (45%).
  • Creative and impactful campaigns.

Case Study: Nike

• Nike is seen as a top brand to follow due to its creative and impactful campaigns.
• The brand uses social media to stay connected with its audience and share important updates.
• Nike's response to consumer trends and its use of social commerce (e.g., AR filters on Snapchat) help it stand out.

Industry Insights

• Average Engagement by Industry:

  • Sports brands receive the highest average inbound engagements (975 per day).
  • Real estate brands have the lowest (41 per day).
  • Consumer goods receive an average of 38 consumer responses per post.
  • Education brands receive an average of 6 responses per post.

• Response Rates:

  • Legal and real estate brands have the highest response rates (29%).
  • Sports brands have the lowest (7%).
  • 40% of consumers expect a response within the first hour, while 79% expect a response within 24 hours.

Trends for 2020

• Consumer Demand:

  • 43% want more Stories.
  • 40% want more live video.
  • 35% want more influencer marketing.
  • 30% want more employee advocacy.

• Marketers' Plans:

  • Marketers are ready to test or try Stories and live video.
  • They are also interested in exploring viral challenges, user-generated content, and other interactive features.

Action Items

• Align Goals:

  • Ensure social goals are aligned with overall business objectives.
  • Discuss these goals with marketing leaders and other departments to show social media's value.

• Use Social Data:

  • Use data to understand audience interests and inform content creation.
  • Leverage insights to improve ROI measurement and competitive analysis.

• Engage and Innovate:

  • Focus on creating engaging, creative, and memorable content.
  • Prioritize customer service and transparency to build trust and loyalty.

• Monitor Trends:

  • Stay ahead of consumer trends by testing new formats like Stories and live video.
  • Use these platforms to connect with audiences and drive engagement.

Conclusion

The Sprout Social Index highlights the growing importance of social media in brand strategy and consumer engagement. Brands that understand and adapt to consumer behavior, leverage data effectively, and create engaging, innovative content are more likely to succeed. Marketers must also focus on aligning their efforts with business goals and demonstrating the value of social media through measurable outcomes and strategic use of insights.