QUICK READ: 20% of consumers are following brands on social media, but marketers should not apply that blanket statement to all products. It’s more likely that consumers will follow brands that make products they care about, like hard goods (i.e., electronics) or exercise equipment.
QUICK READ: Consumers don’t have time to follow all the brands in their pantry but to say that “in the real world, consumers are massively not joining conversations about our brands. They are not committed to having relationships with them. They do not want to “engage with our content,” and are not fascinated by our “brand stories.” They do not consider themselves part of a “community” or “tribe” that has our brand at the center” is a mistake.
SUMMARY: The idea that consumers don’t want relationships with brands is not entirely correct. It depends on the product as well as the brand. There are some brands that consumers love to talk about on social media, but most others just give me a good product at a good price.