The folks at BuzzStream and Fractl conducted a survey to better understand why people unfollow brands on social media.
Here’s a summary…
Why People Unfollow Brands on Social Media
When was the last time you unfollowed a brand on Twitter, Facebook, LinkedIn?
- Twitter: 12% of respondents said they unfollowed a brand in the last few days
- Facebook: 25% said they unfollowed a brand in the last month.
- LinkedIn: 49% said they never unfollow brands on LinkedIn
What would provoke you to unfollow a brand’s official social media accounts?
- 21% said they will unfollow a brand if the content is repetitive and boring.
- 19% said they will unfollow a brand on Facebook if it posts too frequently (more than 6 times per day).
- 8% said they will unfollow a brand on Twitter due to lack of engagement (slow or no response to comments).
Why do you unsubscribe from emails?
- 24% said they unsubscribe from emails because the content is repetitive and boring
- 28% said they unsubscribe from emails because their inbox is getting crowded and they want less clutter
- 33% indicated that people unsubscribed from emails due to overly frequent emails
Prioritizing social media activities that matter…
- New content in posts
- Content is relevant to the brand
- Engagement with followers
- Consistency of posts
Which is your preferred content type posted by the brands that you follow?
- 22% of the responses said that images are the most preferred content type posted by brands
- 15% indicated that the most preferred content type is videos.
- 15% specified that the most preferred content type is customer reviews.
- 14% want to see company news.
- Less than 7% want to see e-books and white papers.
How likely do you think it is that a brand will engage with you if you follow its page on Facebook or Twitter?
- 39% think that a brand is either very or quite likely to engage with them if they follow its Facebook page, whereas 27% think that there will be no change in engagement.
- 36% think that a brand is either very or quite likely to engage with them if they follow its Twitter feed, whereas 33% think that there will be no change in engagement.
When you unfollow a brand on Facebook or Twitter, what do you do?
- Facebook: 20% said that they hide the brand’s posts from their news feed.
- Twitter: 12% said that they issue a tweet mentioning the change.
Which content type(s) should brand avoid posting (because it will lead you to unfollow their page on social media)?
- 18% of the responses indicated that they need more than the given reasons to unfollow a page.
- 12% of the responses said that brands should avoid posting white papers.
- 11% said that brands should avoid pasting e-books.
- 8% said that brand should avoid posting company news.