9 in 10 consumers will recommend a brand after social media engagement

Just how important is your social media reach in encouraging brand engagement? The Internet Advertising Bureau (IAB) in the UK recently conducted a study, centering on FMCG brands Heinz, Kettle and Twinnings, which focused on the relationship between social media engagement and brand endorsement. The results show that a high 9 in 10 consumers will recommend a brand to other people, such as family and friends, after engaging with these brands on social media channels. It is a critical part of any marketing strategy.

The study is based on the information gathered from more than 4500 surveys on each brand’s social media pages, over a two month period. The results were then reinforced with findings from 800 interviews.

The increase in emotional attachment for each brand allows IAB to estimate that every £1 spent on social media, generates a potential return on investment (ROI) of £3.34. This shows social media is driving ROI by building brand sentiment, facilitating consumer engagement and fostering brand loyalty.

What can we learn as ad agencies and digital agencies?

1. Social media is no longer optional, but a critical part of the communication plan and marketing strategy.

2. The unique ability of social media to create meaningful two way conversations between brands and their customers, will outperform standard one way marketing techniques.

3. Developing emotional connections with customers will require brands to provide clear, timely and highly relevant content on their social media pages.

4. Companies can turn consumers into brand advocates by connecting social media activities with business objectives.

We can help

If you are looking for a multi-award winning team to transform your social media strategy, contact us at Traffic today. More than a digital agency, we are a fully integrated advertising agency servicing Sydney, Melbourne and Brisbane.

You can view the original research article at Internet Advertising Bureau UK