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BizReport : Social Marketing : September 29, 2016

39% turn blind eye to branded social media posts

While brands are increasing their activity on social media, more than a quarter of consumers are turning a blind eye to branded social media posts, according to research from Kantar TNS.

by Helen Leggatt

The global study from Kantar TNS involved 70,000 consumers and found that one in three people in the U.S. now use Snapchat (up from 19% two years ago) and 43% use Instagram. However, despite this massive audience on social media, brands may find it hard to engage as 39% of users say they "actively ignore" social posts or ads from brands.

Consumers say they feel bombarded by the presence of brands on social platforms, with 33% saying they feel "constantly followed" by online advertising.

Attitudes towards brand posts and ads in social media differs greatly by region. Dislike is highest in Scandinavian countries with 57% of respondents in both Sweden and Denmark stating they actively ignore content from brands. However, just 15% of those in Saudi Arabia and 19% of Brazilians would avoid branded content. China and South Africa sit closer to the global average with 24% and 26% of respondents expressing dislike, respectively.

"Some brands are getting it spot on - in the past year we've seen the likes of Disney, Starbucks and McDonald's use Snapchat's filters to engage consumers in a way that doesn't feel intrusive," says Kris Hull, Head of Client Solutions and North American Digital Lead at Kantar TNS. "This is key to overcoming many people's fundamental negative perceptions of brand activity online."

Kantar TNS suggest three simple measures to improve relevancy and engagement on social media. The first is to produce content that is engaging and can be used across multiple channels. Secondly, to forge partnerships with key influencers and, thirdly, to "get under the skin of what motivates and excites each of their customers".

Tags: advertising, brand marketing, research, social media

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