Survey Says: Snark Doesn’t Always Sell

(Source: Sprout Social)

When we see brands being funny or snarky on social media, we either groan or it gives us momentary comic relief, but does a brand’s snarky attitude translate into sales? How do your customers really feel about it? According to the Q2 2017 Sprout Social Index, snark doesn’t always sell.

In fact, according to the survey, while 3 in 4 consumers appreciate humor from brands, 88% of consumers are annoyed when brands mock their fans.

Your brand’s personality is unique.

What works for other brands in your industry will not necessarily work for you. Sure, Wendy’s snarky comments may get them a mention in AdAge but that doesn’t mean the same approach will work for your brand. In fact, it may even backfire.

How your target audience feels about your behavior is what counts. 

Who is your target audience?

No matter how hard you try, you cannot be everything to everyone. In order to be authentic (which is what customers want across the board), you need to first define your own brand personality and brand voice. This will help everyone in your company engage in a unified voice with customers.

Once you’ve identified your brand voice, it’s time to hone in on your target customer and what they want from the brands they follow on social.

Not every social media platform is created equal. 

Remember: You don’t have to be on every platform. In fact, you shouldn’t be on every platform.

Where is your target audience, and more importantly, what’s their behavior on each social platform?

(Source: Sprout Social)

Above all, always be helpful. 

The numbers speak for themselves. According to the survey, answering a customer’s question on social prompts 49% of consumers to purchase. Remember that your presence on social media needs to be a value add for your customers.

The top three traits that are the most important across the board are honesty, helpfulness, and friendliness.

You can read the full Sprout Social Index here. They dive deeper into consumer reactions, the differences between industries, and response rate.

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