Study: Social Media loyalty? Users follow only 5 brands…

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The main challenge for companies in the future will be to find, to identify and keep loyal clients. A lot of companies have asked me lately if there is some study on how loyal social media users are to brands. One of the studies that might offer some insights is this years Cone Consumer New Media Study.

We all can see day-by-day how popular Facebook Fan Pages become and how quick brands on Twitter find followers. But how long are they staying with the brands that reach out to them with their social media presence? In the future, as more and more brands find social network profiles for their brands more attractive, loyal followers can be hard to come by for brands and companies.

The Cone study shows that social media users are still attracted by brands and their social approaches. They “like” on Facebook and “follow” on Twitter or even subscribe to RSS feeds. But also they might show their interest to many brands, real loyalty to brands ends somewhere. the magic number to which users show real passion is 5. These 5 companies or brands get the exclusivity of main access to the hearts and deep brand trust of social media users, shows the research.

“Attracting new media followers is like starting a fire – coupons are your gasoline, and engaging content are the logs that keep the fire burning. Consumers’ affinity can only tolerate five brands, so companies need to think beyond the coupon or clever widget to figure out how to develop long-term relationships with real staying power. The best new media strategies are those that balance relevant content with timely promotions and ongoing company-consumer dialogue.” Mike Hollywood, Director New Media, Cone

So, the question is why people „unfollow or unlike“ brands? The study says that…
– 58% of users stop following a brand if it acts irresponsibly towards the consumer
– 58% if it over-communicates with them
– 53% if it provides irrelevant content
– 36% if it under-communicats with them
– 28% if it censors user-generated content

Spot On!
For some years now, I hold the theory that people have a maximum of not more than 5-6 favorite brands. And I have also set up some trend vision around that thought for social medians. Not for the rest of their live but still for at least time periods of approximately 3-5 years where this brand affinity is not changing among the brands. Up to now, I could not have proven this but for me this is the reality. I am interested in your views and thoughts. Does this apply to you as well? Or do you disagree with the study results and follow more brands?

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4 Kommentare zu "Study: Social Media loyalty? Users follow only 5 brands…"

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