Sprout Socials New Report Shines A Light On The Importance of User Generated Content And The Everyday Users.
In Sprout Socials latest social media research report the focus was on how users share personal updates through social media, and subsequently how this culture of sharing can influence purchasing behaviour, shining a light on the importance of the micro influencer.
Of the respondents asked by Sprout Social, 79% said they would use social media to share life milestones and events with their friends and family. When asked which of the social media platforms they were likely to share these events on, 94% said they would use Facebook followed by 39% saying they would use Instagram.
This is consistent with the shift we are seeing where people are using social media as a connectivity tool. Using platforms like Facebook and Instagram to communicate with friends and family, on a personal level at a click. It is this use of social media that then begins to impact users purchasing behaviours.
The power of recommendations from a trusted source is invaluable. With people sharing holidays, travel and vacation content, as well as sharing achievements and festivities, there is undoubtedly space for brand association and small scale recommendations. It is again a shift away from macro influencers, to more micro, word of mouth sources.
Interestingly when asked why the respondents would post about a brand, 50% said they would do so to recommend the brand and 34% said to thank the brand. And when asked what they would want in return? 45% said a like or comment and another 45% said an offer discount or coupon, which comparatively is a small price to pay.
source- Sprout Social